Research On Customer Service Optimization Of C Commercial Real Estate Management Consulting Company Based On Customer Segmentation

With the economic evolution and the acceleration of urbanization,the Chinese commercial real estate market has undergone rapid growth,enlarging the scale of investment.According to the national bureau of statistics,the total investment in real estate development last year was RMB12,026.4 billion.The rapid growth leads the oversupply problem to the commercial real estate industry.As the market competition becomes increasingly fierce,the growth of investment is in the late cycle.In addition,due to the overheated investment in real estate market and the lack of expertise of some participants in project positioning,brand operation,property management,capital operation and other aspects,resulting in vicious competition and the benign development of commercial real estate industry.Therefore,more and more developers are seeking third-party real estate consulting firms with overseas operation experience to provide professional consulting services.In order to seize the blue ocean market,the establishment of a sound customer management system for the future development of real estate consulting company has a far-reaching impact.This paper takes the C commercial real estate management consulting company Shanghai branch as the research object,by integrated use of literature summary,RFM model evaluation,Cluster Analysis and Discriminant Analysis,in-depth study of the C commercial real estate management company's customized resource allocation and service programs for different value customers.Meanwhile,according to the customer segmentation results,the company needs to reallocate the labor cost,service cost and new retail technology cost in order to carter the needs of different target market,and ultimately to help C commercial real estate management company with increasing brand image,improving the market share and profit,as well as helping customers to quickly recoup their investment returns.In the hope that C commercial real estate management consulting company can understand the types of customer needs,what they want to do with these services and how much they are willing to pay for these services through the customer segmentation research results,instead of blindly following the market.On the other hand,this paper aims to provide some practical reference for the research on the optimization of customer service in the field of commercial real estate.