| Chinese real estate has experienced nearly 10 years booming. However, quite a lot of problems are produced under the rapid develping. In recent years, the international and Chinese economic environment had caused obviously negative influence in the field. Thus, the middle-small real estate companies are facing tough pressure of competition, and are looking for solution to improve competitiveness and dealing with the current difficulties.Customer Relationship Management, or CRM, emphasize that all the business activities should focus on the customer and customer relationship. Based on the thorough study of the customers, a company can provide customized product and service; build up stable relationship with the target customer, and wining better profit and long term competitiveness.Based on the research of Tuozhan Company, a detailed study of CRM in Real Estate Company has been carried out in this article as follows.The first chapter is about the current situation and forecast of Chinese real estate industry, the developing background and theory of CRM, and the specialties of Chinese real estate industry. The second chapter is about the basic information of Tuozhan Company and the local real estate market. Besides, the competition situation of Tuozhan Company was studied using Five-Force mode. In the third chapter, the target and applying strategy are decided to be, improving customer segmentation, providing customized service, optimizing enterprise resource, improving the management structure and working procedure, solving the usual problems in customer management. Thus, the running efficiency and customer satisfaction shall be improved, and finally the company's profit and long-term competition advantage shall be enhanced. The CRM system of Tuozhan includes Integrated Customer Center, Data-bank, Marketing Management Module, Sales Management Module and Service Management Module. And the key segments of application are 1) Information colleting and analysis, 2) Customer analysis, 3) Improving customer satisfaction, 4) Enhancing the brand image. The forth chapter discussed the measure to ensure the application, that is, corporate culture reformation, origination structure reformation and employee team construction.For a company who want to successful apply CRM, the key point is not IT technology. Instead, the company should study carefully about itself, set up appropriate CRM system, reform its corporate culture and organizing structure, and improve its capacity of customer relationship management. Thus, middle-small real estate companies shall apply CRM according to their own situation. |
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