Crm-based Real Estate Enterprise Management Information System Research

Now, the information technology is playing a significant role in business management, especially in the field of Customer Relation Management. The severe competition in real estate enterpresise makes it a key element to improve clients service quality by effectively control the information ,which directly affects both the company's revenue and images. Therefore, the most pressing demand in real estate companies is to establish a complete and effective Management Information System (MIS) that can bring along the Customer Relation Management (CRM) and to further raise a company's capacity.This thesis aims to research the establishment of MIS in a specific background, i.e. to build CRM in OCT Real Estate Co. Ltd. In order to integrate theory with practices, some achievements of foreign researchers are introduced here. The focus lies in the following aspects:1. The shortmings of traditional MIS in most enterprises are analysed : such as the application of management software is simply separated data process and lack of systematic sense; the softwares are working independently, data sharing becomes an problem ; lack of Intellectual analysis of data ; The connection of MIS with Internet.2. A kind of CMR based MIS structure for the Real Estate company is put forward.3. Based on CRM , the MIS of Real Estate company is improved and integrated.4. The difference of CRM based system with traditional MIS is analysed and some suggestions and requirements regarding MIS in Real Estate companies are put forward.