The Research Of Customer Relationship Management And Application Of The Real Estate Development Enterprises

With the development of modern science and technology change rapidly, the trend of global economic integration increased, real estate enterprises has become increasingly fierce competition between. In order to survive and develop in the fierce market competition, we must change the traditional business model. Then take the customer as the core of commercial era officially on the commercial stage, the customer’s position has been hitherto unknown promotion. In order to get more customers from the limited customer resources, managers must handle well the relationship between enterprises and customers. At present, some big brands of domestic real estate enterprises like Vanke, real estate investment, the group, China Sea real estate, have introduced the concept of customer relationship management, will be the core competitiveness of enterprises based on the customer relationship. But as a new management concept, CRM in the real estate enterprise application still exist many problems.In view of this, based on the study of topics related to the information at home and abroad, combining the practice experience in Real Estate Company, research on CRM based on relevant scholars. This paper thinks that the ideas of customer relationship management should run through the whole of real estate enterprise management process, therefore a careful analysis of the key links exist in customer relationship estate development process, then on the stage are classified, the research on business process. Therefore, this paper takes HS real estate as the research object, by means of case analyzing, and discusses the implementation of customer relationship management, and discusses the process of the implementation of customer relationship management in the specific strategies and practical operation, such as the introduction of customer segmentation strategy of comprehensive quality services, to maximize the customer service, and integration and the integration of customer and potential customer information, establish business process, design and construction business, sales business process, the property services business process and participation in the management of project decision of customer-oriented, so as to realize the communication and contact with the full range of customer and enterprise, from the enterprise to strengthen internal customer relationship management. The HS property in some of the practice of customer relationship management in the working process of a certain reference value. In addition, in view of other scholars almost adopt the way of qualitative analysis of the phenomenon, this paper applies the fuzzy synthetic evaluation method and AHP method combined with quantitative analysis, evaluation on the implementation effect of CRM, and HS-the implementation of customer relationship management practice case to evaluate the implementation effect. With a solid theoretical basis, with fresh case for example, so that the CRM application in real estate enterprise more objective and effective.Finally, this paper makes a summary and outlook, the customer relationship management development direction are given their own views.