A Study On Customer Relation Management In Real Estate Industry

After entering the cyber times, the information technology has great impact on the real estate industry, and at the same time, customer demands are becoming more and more diversified, which makes the industry market competition become fiercer. In order to meet customers' individual needs, keep and develop stable relationship with customers over a long period, the real estate industry should carry out such a management idea that serving for the customers with heart and soul. And real estate enterprises can make use of Customer Relationship Management (CRM) to help them working on the customer management.This thesis introduces the concept and main content of CRM firstly, including the nature of CRM, the structure, the function of CRM system, and the key technology and the tendency of development and etc. It discusses that CRM is useful for corporation's information infrastructure construction, the development of E-commerce, the conversion of corporation management concept and the strategies of enterprise. On the basis of characteristics of the real estate, it discusses CRM application of market position,construction,sale management,estate management in real estate and the evaluation of effect . It will make enterprises understand the demands of customers and emphasize the management of customers efficiently. It indicates that CRM is useful to cultivate the core-competence of Real Estate Corporation.At present, the application of CRM system in real estate industry is still at primary stage, both the theory study and the development of CRM system can not fit the developing demands of real estate. Further more, as the application of CRM is a complicated system, it is difficult to operate and to evaluate the effect. These questions need to be further studied and discussed in practice.