| Firstly, CRM (Customer relationship management) is a business ideology, then it is a technology. The application of CRM in real estate enterprises can help them change business ideology and procedure, which will lead to better service to their customers. In the background of basically total commoditization of housing system in our country, the real estate enterprises would be survived in the severe competition, only when they could service for their customer better than ever. Therefore, in the days of high-speed development in our real estate industry, the application study of CRM in real estate enterprises has the important realistic meaning.This thesis studies the application of CRM in real estate from management view. First, it introduces the concept and the theory foundation of CRM, discusses the meaning of CRM application in real estate enterprises. Then, through concluding the existed questions of real estate enterprises in their business ideology and business operation, and analyzing the application environment of real estate enterprises, the thesis points out the values of CRM in real estate enterprises is that it can help find the high-value customers properly, make more efficient marketing strategies and develop the operation abilities of real estate companies. On the basis of this, under the studying of some real estate companies' CRM practices, the thesis concludes the stage of CRM's practices, and points out the next stage of CRM practice is to build the system of customer service. So, the thesis emphases on the study of the system frame, the procedure of business and the system function. And it has built the system frame chart, the model of function and database. At last, the thesis concludes some questions that the real estate enterprises should pay attention to when they practice the CRM, and offers the specific questions, which includes the "humanity aspect" of CRM, the key factors of success, the procedures of practice and software choosing and so on.
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