Study On Customer Relation Management (CRM) & Its Application In Real Estate Corporation

In the net era, because the information technology has great impact on real estate industry, the right of customer has increased than ever before and the market competition become fiercer. The real estate corporation must implement CRM system in order to carry out the enterprise operation mechanism that focuses on customers and to meet the individual demand of customers. However, in the field of CRM theory study or the development of CRM system, there are few CRM systems that aim at real estate industry so that CRM can't fit the characteristics of real estate. In a word, it is important to study CRM and its application in real eatate corporation. In the first chapter, the paper introduces the concept and the main content of CRM briefly, including the nature of CRM, the CRM system's structure, function, key technology and the tendency of development etc. In the second chapter, it discusses the characteristics of the real estate development and operation that fit the application of CRM. Then, in the third chapter, it analyses the application of the market orientation, the construction, the sales and the property management in the course of the real estate development and operation. It stands out that CRM is useful to cultivate the core-competence of the real estate development and operation in the fourth chapter. At last, in the fifth chapter, the dissertation introduces how to implement CRM system in the real estate enterprise and emphasize the management concept of focusing on customers and the way of project management.CRM is an enterprise operation mechanism, which focuses on customers and IT is one of the technological terms that realize the mechanism. It is useful for corporation's information infrastructure construction, the development of E-commerce, the change of corporation management concept and the strategic development of enterprise. The characteristics of real estate industry make it suitable to implement CRM, the real estate enterprise must implement CRM so as to realize the mechanism of focusing on customers and make the corporation's returns and relation between customer and enterprise optimized. Because CRM is a complicated system, during the application, we must do comprehensive evaluation and carry out the management concept of focusing on customers and serve for creating corporation's core-competition.