【作者】 关新宇；

【导师】 徐瑞平；

【作者基本信息】 西安理工大学 ， 工商管理， 2008， 硕士

【摘要】 随着我国房地产业的迅猛发展,市场格局也发生相应变化,房地产企业面临的一些压力也日益明显如市场竞争日趋激烈,客户需求更难以把握,产品及营销手段同质化严重,客户投诉居高不下。在这种情况下,产品和技术的革新已不再能为企业提供持续的竞争优势,企业成功的关键在于更快、更好地对客户做出响应,提高客户满意度,争取拥有更大的客户份额。这就要求房地产企业引入客户关系管理,建立“以客户为中心”的经营理念。本文采用了规范的研究方法,首先,对客户关系管理的基础性研究内容进行梳理,总结出客户关系管理的定义、本质、内容、过程与技术,归纳出我国房地产行业在产品、市场和消费上的特性;第二,分析了环宇房地产公司在客户关系管理上存在的问题,利用竞争五力量模型分析了环宇房地产公司的行业结构,认为该公司在管理观念、组织架构、客户服务体系和客户投诉处理等方面存在问题;第三,针对环宇房地产公司客户关系管理存在的问题,提出了改进的目标、指导思想,并根据对环宇公司的市场分析、客户结构分析、客户开发以及客户保持等方面的详尽分析,得出环宇房地产公司改进客户关系管理的框架,并得到改进的具体实施内容:树立正确的服务理念、重组管理架构、客户服务体系建立、客户投诉处理方案四个方面;最后,提出了环宇公司在实施改进方案时的建议与措施,这些措施包括:与客户共享的学习机制、加强对客户服人员的培训以及再造客户导向型的业务流程。本论文的研究方法和结论可为环宇房地产公司的客户关系管理战略规划实施提供参考。同时,可为其他房地产企业解决类似问题提供一定的借鉴,拓展了客户关系管理的应用领域。更多还原

【Abstract】 With the fast fierce development of the our country real estate industry, the market structure and form also takes place to correspond variety, the real estate business enterprise face of some pressures is also increasingly obvious if market the competition is gradually vigorous, customer’s need is more difficult with the confidence, the customer hurl tell is always keep high. In this kind of case, the product and technical innovation have already no longer canned provide the competitive advantage for keep on for the business enterprise, business enterprise the successful key lie in doing to respond to the customer sooner and bitterly, the exaltation customer’s satisfaction, fight for owning larger customer’s quota. This will beg the real estate business enterprise to lead the relation management into the customer, the principle of management of the establishment "take customer as center".The paper used the norm research method, relating to foundation the research contents of CRM to carry on comb to the customer first, tallying up the definition, essence, contents, process and technique that a customer relates to a management, inducing the our country real estate profession in the product, market and consuming up of characteristic; The second, analyzed the wreath world real estate company to relate to a management up the problem for exist at the customer, made use of to compete five strength models to analyze the profession structure of the wreath world real estate company, think that company exists a problem in the aspects of managing the idea, organization structure, the business process and customer hurl to tell a processing wait; The third, aim at an existent problem of the wreath world real estate company CRM, put forward a CRM improvement target, put forward the instruction thought of the improvement, the main contents that analyzes to think an improvement includes to set up customer’s hurl of service principle, the reorganization organization structure, the exaltation customer satisfaction, customer and market analysis ,customer develop and contain, establishment to tell the processing project etc. everywhere noodles; Finally, put forward the suggestion for the wreath world company to carry out the improvement project and measure, these measures include: Study mechanism shared with customer, build up efficiently of customer service center, strengthen the training to take the personnel to customer and give a new life customer to lead to the business process of the type.The research method and conclusion of this thesis can relate to the management strategy programming implement to provide a reference for the customer of the wreath world real estate company. Can resolve a similar problem to provide to certainly draw lessons from for other real estate business enterprises in the meantime, expand customer the applied realm of the relation management.更多还原