Research Of The Model Of CRM Based On Real Estate Marketing

Internationlly, the relationship marketing(RM) is a kind of highly effective marketing model. The thought of customers relationship management(CRM) was introduced into China in the late of 20^th century, but the market responded to it not well. Our enterprises never thought like this way, such as facing customers or regarding them as the market centre. According to the thoughts of facing markets, our enterprises can accept one idea that we should pay more attention to the service after sale and try hard to satisfy our customers. However we can't know what to do if we regard customers as the market centre.The article researches the principles of marketing at first. The writer shows us the marketing history from rational marketing phase, marketing management phase, structurally marketing phase, customers phase and RM phase. Then the writer analyses the comparison of RM to traditional marketing theory, and the basic superiority of RM is shown up. Next, the paper states the actuality of CRM of real estate in our country. Focusing on the problems of lack of service marketing consciousness and lack of customers' centre concept, some accordingly countermeasures are listed. Especially on the customer subdivision, the writer mentions how to subdivide Chinese customers on the principle basic of analysis of abroad customer subdivision, and illustrates some cases of national post enterprises.For the sake of mistakes of CRM actualizing system in our country, the causality between service ideas on CRM and CRM actualizing system has been stated. That is to say, first carrying out the consciousness of service management, building up the thought of around customers, and these added to CRM actualizing system, such can really improve the breakthrough of enterprises marketing stage.At last, the paper says promoting CRM in the application pattern in our real estate enterprises, we take customers' club as the carrier of CRM thoughts. In the mean time we can see the analysis of whole situation on customers' club in real estate, the illustration on similarities and differences of customers' club and CRM concept, and the guidance to some estate companies that are not clear at actualizing consciousness and opportunity of customers' club. In succession, the paper begins to research the concrete schemes of customers' club in real estate one by one. In the whole plan the writer puts forward so many her suggestions, for example, the service course promotion, and others. The aim is to afford one easily-operated designing frame on customers' club for all the real estate enterprises in our nation nowadays.