Study On The Problems And Countermeasures In Property Management

Since China's first realty management company was founded in Shenzhen 1981, realty management has played an active role in improving the quality of the environment in which people live and work, and promoting the urbanization process in our country. But at the same there also exist some problems in realty management, especially manifested by realty management out of place and lack of the service spirit of creating customer value. Various problems existing in realty management involve several profound potential factors,which from their sources can be summed up into the following reasons: firstly,the corporate system factor, and secondly, the bottleneck corporate culture and organizational structure. Currently, most realty management companies have not set up the modern corporate system in a real sense,so most of them are not a company in a real sense, lacking the system incentive to pursue profits and sustainable development of the company. As most realty management companies originate from the real estate development companies or the house administrations,which often place emphasis on the real estate,not on people,and are not ready to be a service provider,don't pay attention to the needs of the house owner other than the real estate,lack the realty management idea of putting people first, and have no strong service consciousness. Some realty management companies have not developed customer centered corporate culture, values of creating customer value or thick corporate atmosphere of customer utmost. So , in order to improve the competitiveness of realty management companies, it is necessary to solve the above problems by taking the follows steps. Firstly,the realty management company should lay a solid foundation for competitiveness by establishing a modern corporate system. During the establishment of the modern corporate system, the realty management company should also set up an operational mechanism suitable for a modern realty management company,following the principles of clear ownership, definition of power and responsibility, separation of governmental functions from company management, scientific management: 1. Clearly specifying the legal person status and legal person ownership of the realty management company; 2. Setting up the limited liability system for the realty management company; 3. Perfecting and improving the corporate organizational structure of the realty management company. Secondly, set up the company culture, which takes the customers as center. The managing idea of providing satisfied products and service for the customer has been the common understanding of the domestic realty management company in recent years. Especially facing the challenge of WTO , the domestic realty management company must increase the employee's consciousness of not only providing quality service but also wining the customer's loyal to the service by changing the interior behavior standard and evaluation system, continuously innovating the company's guiding culture idea. This loyalty should be concentrated and exclusive, which can help the company locking its customers and occupy the market shares firmly. Finally, establish the realty management taking the customer as the center Presently importing the CRM system has been the urgent matter for the realty management company. What is the realty faced to now? That is the market share, customer's satisfaction and standardized management. For the realty management company, only providing satisfactory service and creating value for the proprietor is the foundation of wining the competitive power. CRM is abbreviation of Customer Relationship Management. The main fields that company carries out CRM is as following: idea, strategy, technology, skills and business processes, in which the idea is the key of success, is the foundation and soil of CRM application. The idea of CRM asks the company completely understand the customer life cycle, provide a united communicating platform for the customer, and increase theemployee's efficiency of contacting with the customer and the customer's feedback rate. It also asks the company form a service circuit, such as, acceptance of the service application-providing service-result feedback, through the working platform of the customer service center, which can not only improve the professional service's perceptual knowledge of the management department, but also can promote the teams'coordination and cooperation, and finally achieve the goal of proprietor satisfaction through supervision of the customer service center, result drive processes, improving the efficiency. So at the times of customer satisfaction, implementation of CRM is an effective channel of increasing the realty management company's competitive power.