The Application And Research Of Customer Relationship Management In China Overseas Estate

Because the rapidly development in information technology has great impact on real estate industry, the market competition become fiercer. In order to increase his core-competition, China overseas estate (COE) began to implement CRM in 2002,while the other real estate enterprises begun to put more and more attention to CRM. This paper summarized COE's experiences and lessons in the course of application CRM and discussed the orient of COE's CRM . I hope that this paper is able to give some available suggestions to COE and other real estate corporations. Firstly, the paper introduces the basic concept and the main content of CRM briefly, including the aim of CRM and the basic marketing theories of CRM system , and definites the spiritual base of CRM——"client to be first". Secondly, it discusses the external and internal environment and the aim of the COE's CRM application. Thirdly, the paper inform the temporary conditions of COE's CRM system and the troubles in the course of application COE's CRM, both in the aspect of management and software system. Fourthly, it discusses the measures of resolving the problems in the course of application CRM .At last, the paper give COE's CRM perspective Scheme .