Study On Characteristic Of Customer In Real Estate Enterprise

Since the 1990's, real estate which based on residence had become the supporting industry of the national economy and become mature increasingly, along with thorough reform of urban housing policies, effective promotion of the resident housing consumption and continuously and quickly increasing investment of the real estate. The central of real estate industry had turned from product to customer. Real estate enterprises are facing more and more drastic competition and coalition threaten. In order to establish an unassailable position in the competition, real estate enterprises must fully pay attention to customer relationship management which need comprehensively catch on customer characteristic above all.Under such background, firstly we construct the real estate enterprise's customer characteristic analysis system based on the data mining, by proceeding with the particularity of real estate industry, combining with the basic theory of study on the real estate customer, introducing the theory and technology of data mining. Secondly we confirm the theme of data mining and design the questionnaire through surveying and studying demand of real estate enterprises. Then we regard real estate market of Ningbo as the research object, carry on market survey and demonstration analysis. Finally by the method of data mining such as clustering, decision-tree, association analysis, factor analysis and correlation analysis and so on, we draw the characteristics factor of goal customer of real estate enterprise of Ningbo and customer's characteristic factor of market segments.The research offered approach and achievement of practicality value to real estate enterprises which could hold customer characteristic accurately in an all-round way, carry on pertinent market development and plan marketing, improve the core competence of enterprise.