The Research On Customer Relationship Management For Real Estate Enterprise

In the severely competitive business environment, the real-estate enterprises are seeking ask for a new development strategy which can matching for the high-speed expending of electronic commerce and need elevate the customer-value to a significant status. CRM is described a modern management system which make customer, competition and brand operate in harmony. However, it is a unfathomed problem for real-estate enterprise to establish the CRM system which is fit for the operating character of real-estate enterprise.This paper aim to research and answer this basic problem: the construction of CRM for real-estate enterprise. This paper particularly and systematically explains the background and the reason why should CRM be engaged into the real estate industry, and tells the necessity of the establishment of CRM system is to meet the expanding requirement of getting the competition edge. In the organization reengineering aspect, the paper give the conception of establishing the Customer Relation Management Dept, which can integrate the whole information and resource in internal environment and improve the degree of customer satisfaction. Based on fore-mentioned research, a systematical CRM module and its designed sub-modules for real-estate enterprise are worked out.The results of the paper systematically give the management mode and strategy of CRM which fits to the Real-estate enterprise, by thoroughly analyze the character of the Real-estate enterprise operation and the character of the customer, which improve integrative competence and core competition competence and can be a theoretical guide for the CRM execution of Real-estate enterprise.