Study On Customer Relationship Management (CRM) Methods Of Real Estate Enterprise

With the rapid development of modern science and technology, the global economy integration trend has been enhanced and the real estate industry competition is more and more fierce. Because various factors in a lot of industries have been changed, competitor quantity is growing rapidly and product differentiation is also gradually reduced. In order to survive and develop in the fierce market competition, enterprise must change the traditional business model. So the commercial age which takes customer as the center has been on the commercial stage. Customer’s position has been got the big enhancement. Managers must deal with the relationship between the firm and customer in order to get more customers from limited customer resources. Therefore, the customer relationship management (CRM) as a kind of advanced management thought has gradually aroused the attention of the scholars and entrepreneurs.The real estate industry is very important in our country, it closely related to people’s living standards. In recent years, as the real estate sales situation is relatively optimistic, a large number of real estate enterprises have appeared in the domestic. A lot of strong foreign developers also have begun to enter China because of China’s huge market potential. Because of the domestic correlation policy control, the domestic real estate industry competition is also showing the fierce situation. Now the building in real estate industry is easy to sell or lease, but the future market is not necessarily so. After all the land resources are limited, the size of the customer base is extremely limited, and developers quantity is increasing, so competitive situation will become more and more serious. So, whether developers are facing the market now or considering the future development, they should pay attention to the customer as a key factor and rely on customer relationship management as a mode of operation to help enterprises to better run.The research object of this paper is mainly domestic real estate enterprise. The research results will be used in the global real estate market and follow the development trend of the commercial age. The author has carefully study the information at home and abroad related to this subject and combined with his practice experience in the real estate company. The author believes that the customer relationship management thought should throughout the whole real estate enterprise management process. Therefore, the author earnestly analyzes the links in which there is customer relationship in the process of real estate development. Then he classified these stages and studied their thinking processes. The author tried to change the dispersion faults in the traditional management, make the application of CRM in real estate systematic and promote the operation mechanism more scientific and efficient. In addition, other scholars study the topic almost with the qualitative analysis. This article combines fuzzy comprehensive evaluation method and AHP method to construct the model with the characteristics of the real estate. The author has used this model to evaluate some important link of CRM with quantitative analysis method to make the application of CRM more objective and effective in real estate enterprises. In addition, the paper introduces the water lily strategic thought to improve the CRM theory results in real estate.This article combined the characteristics of the real estate enterprise with social market’s situation. It did research and innovated based on relevant scholars and study efficient CRM method. The research results have the ability of maneuverability. They have the certain reference value, which is beneficial to the development of the real estate enterprises in the fierce competition in the market.