The Research Of Application Of CRM In Real Estate Development Enterprises

At the end of 20st century, the rapid development of computer information technology brought out huge change in work, life and enterprise management.. As the delegate of the change, the electronic business develop speedily so that many advanced management ideas which could not be carried into execution can be implemented.. Nowadays, enterprises especially in strongly emulous industry pay much attention to consumers' requirement. Their requirements change frequently, and enterprises must exert the advantage of computer to face the severe competition. On this condition, more enterprises want to study and implement the modern consumer relationship management. First of all, the consumer relationship management (CRM) is an idea, and emphasize the importance of consumers and market; secondly, CRM is also advanced technology such as electronic business, multimedia, data base, business intelligence and call center; Through the advanced idea, high technology, and perfect performance, the enterprise resource can be optimized, and then can win in severe competition.As the underpinned industry in national economy, real estate industry and the related construction industry contribute 8.9% in GDP, and thus the real estate industry make great contribution for the development of the national economy and the improvement of the people's living condition. But the construction of information is weak in the important industry in face of many urgent problems, carrying out CRM strategy will be a useful tool to solve the problems.The article firstly analyse the basic idea, and discuss the necessity of implementation in three pieces: the malpractice of the traditional management, the development requirement of real estate enterprises, the requirement of the information construction. And then the feasibility is analyzed in two pieces: the applicability in real estate enterprises and the drive by electronic business. The third part discusses the sort of consumer and the main content of CRM. The forth part is the emphasis of the article, how to carry out, the resistance and the mistake are discussed, and a case is introduced. The last part I prospect the future of CRM in real estate enterprises.