| This project is a research and implementation of the need of the Xindongfang Real Estate, in light of the characteristics of the domestic real estate market and applying the CRM computer management system that is just in the ascendant within China and overseas。CRM(Customer Relationship Management)was first put forward by the famous IT consultation company , Gartner Group in 1997, which brought forward the well-known concept of Material Resource Planning (MRP) in 1960s。CRM can be regarded as another significant innovation following MRP in the information management field。According to the point of view of Gartner Group, CRM is the product of the development of economy and new technologies。New economy brings about fierce competition between products, shortened lifecycle of products, multiple requirements of products and individualization of clients'requirements。Thus, enterprises need to establish good client relationship。On the other hand, the modern information technologies, especially the development of Internet Technology and database technology make it feasible for enterprises to implement CRM。Defined by Gartner Group, CRM is an operating strategy centers on clients。It selects and manages the most valuable clients to maintain and develop a mutually beneficial relationship with them。It remodels the business functions and reforms the operating processes with IT as its instrument。Its strategic goal is to better satisfy clients and therefore, to promote the profitability of the enterprises in a long run。In order to assist the company to implement CRM management and bring the advantage of computer information technology into a full play, this project adopts the database system based on SQL2000, and supports the B/s visiting mode, realizing computer operation of client data and sales data in an intranet or internet environment。Before implementing the computer management of the above system, our real estate company encounters the following problems:①Disordered client data, incomplete resource materials②Slow client tracking③Inability to share client information between relative departments④Inability of the corporate managerial level to acquire statistics from the marketing task force in time to assist decision-making。The implementation of this project consists utilizing database technology has the following characters:①that is facilitating decision-making, task oriented, integrated, renewable with time and a comparatively stable data collection,②decision facilitating and DataMining tools。It provides with not only the accurate and in-time operational and managerial information , but also functional searching , information analysis and decision-making advice。Integration of client information of the company mainly locates at the marketing center。The members database forms by data resources grouped from purchase behaviors of groups of different purchase intentions。Departments of the company share client information as classified , and acknowledge information about sales of projects as well as complaints from clients in time, while the managerial level can acquire newest data of the company to realize a quick decision-making, through the Internet technology that supports B/S visits。After the implementation of the project, the sales volume of the company increases by 70% and client complaints decreases 85% compared to that of last year。This project brings about good social and economic benefit and is prove to bear a remarkable market value and be significantly applicable。... |
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