Research On Customer Relationship Management Of A Real Estate Company

In recent years, due to the changing of domestic andinternational economic situation, Chinese government has increased theregulation of the real estate market. Associated with it, Chinese political,financial policy has changed larger, so that the consumer attitudes of housebuyers has also come to change, now Chinese real estate market pattern fromthe past "seller’s market" which is favorable to the developers has become ahighly competitive "buyer’s market". The competition in China’s real estatemarket becomes fiercer, then the dominance position of customers in the markethas become increasingly evident. Since it can’t get the obviously advantagefrom real estate industry products, construction technology, and marketingstrategies, some real estate companies has paid attention to their customers andput the "customer relationship management" up to the development strategy ofthe enterprise, so that they can obtain a new core competitive advantage of"customer".In this paper, by studying the basic theory of Customer RelationshipManagement, referring to the findings and conclusions of customer relationshipmanagement in the real estate industry, and comparing with the internal andexternal environment in A Real Estate Company, and using PEST and SWOT, itdetermines that A Real Estate Company needs to implement a new developmentstrategy of "customer relationship management", then by analyzing the status ofA Real Estate Company customer relationship management, it finds out theproblem of this company’s CRM in the management philosophy, organizationalstructure, customer identification, customer segmentation, customer data mining,operation process, customer relationship management system and other aspects.And in order to solve these problems, it’s proposed to improve the management philosophy, mining customer data, reengineer operation processes and identifythe customer comprehensively, improve customer relationship managementsystem and other aspects, and to improve the security measures in theorganizational structure, human resources, corporate culture, information dataand other aspects.This paper provides reference of customer relationship management forreal estate companies which like A real estate company and helps theseenterprises to improve their customer relationship management effectiveness, toimprove their competitive advantage, then helps them achieve more lucrative, atthe same time, promotes the whole real estate industry towards a more healthy,more stable and more prosperous direction.