Research On Customer Relationship Management Of Real Estate Enterprises

With our real estate market changing from the seller's market to the buyer's market, and the increasingly furious competition, the competition focus is transferred to the customers' resources. As a real estate enterprise, how to gain customers in the intense competition, and how to gain the market is becoming an urgent issue. The most significant is to solve this problem with new angle of view and new concept, besides, establish a kind of Customer Relationship Management (CRM) model which can be fully adapted to the real estate enterprises. So, in this paper, a CRM model is proposed, and more important, how to do the Return On Investment (ROI) estimate after the implementation is discussed.First, the fundamental theory of CRM acting both as a software tool and an advanced management thought, the research actuality both in and abroad China are introduced. Then the particularities of CRM in the real estate enterprises are analyzed. Second, it is mainly about how to transmit CRM into the real estate enterprises, what the real estate enterprises should transform themselves, especially in the culture and organizational structure, in order to be well prepared for the implementation of CRM. Then concerning the specificity of the real estate enterprises a CRM model is proposed. Then using the dynamic method, the costs and incomes in different time are evaluated, on this basis, the dynamic estimate model of CRM implementation ROI is put forward. Besides, a case of Zhaoshang real estate's performing CRM is analyzed. And finally, the future development of CRM is suggested in the view of technology improvement and the understanding of CRM deepening.The study of this paper plays an important role in exploring how to apply CRM thought to real estate enterprises, so as to enhance the core competence and create more customers' value of the real estate enterprises.