The CRM Research Of Zhengcheng Real Estate Company

With the changing of domestic and international economic situation, the realestate policy, the country’s financial measures and consumer perception, China’s realestate market is increasingly competitive and the dominance of the customers in themarket is increasingly evident. Since it is difficult to keep the advantage of realestate products, technological innovation and marketing tools, many real estatecompanies began to focus on the customer and the customer relationshipmanagement, to find a way to make competitive advantage of "customers centric”.By studying the basic theory of Customer Relationship Management and theresearch outcomesof real estate customer relationship management, based on thestatus and trends of China’s real estate industry, this paper provides the corporatestatus and customer relationship management situation analysis of Zhengcheng realestate company. By using "SWOT" analysis theory, some theories are analyzed: thecustomer contact point and experience point, customer value, customersegmentation, customer life cycle, customer needs, customer satisfaction, customerloyalty and other key issues. By doing trouble shooting on the problems in businessphilosophy, market segmentation, comprehensive understanding of the customer,customer relationship system and organizational structure, it is proposed to establisha state-of-the-art customer-centric management philosophy, to improve businessprocesses based on customer segmentation and customer value, to establish goodrelations with customers, to improve customer relationship management system andthe implementation of the organizational structure, human resources, corporateculture and other aspects of safeguards.This paper also provides reference for the real estate enterprise customerrelationship management and could help small and medium-sized real estateenterprises to improve customer satisfaction and loyalty, increase marketcompetitiveness, and to obtain greater profits.