Customer Crisis Management Of Real Estate Enterprise Based On Dynamic Knowledge Management

With the development of real estate industry, customer resource has been becoming more and more important for the real estate enterprise. Customer strategy has becoming one of the new strategies of real estate development companies. In recent years, real estate enterprises are forced to face destructive crises frequently. There are many reasons account for it. Such as the irregularity of the real estate market, the complexity of the development process, loan restrictions and customer complaints. But the most common crisis happened in real estate is the customer crisis. Some companies are good at dealing with the customer crisis, they use the crisis effectively as a chance for corporate propaganda. However, due to lacking of experiences or preparedness, some can not handle the crisis well and cause negative effects. So it's the right time for the real estate enterprises to introduce customer crisis management to deal with various crises, which can help the real estate enterprises avoiding crises, reducing the loss of enterprises, protecting the brand image and improving enterprises management.This paper uses case study method and selects Zhejiang SUNON Properties, a typical new real estate enterprise, as the object of study. By anglicizing the two customer crisis, the research tries to identify the key factors in customer crisis management of real estate enterprises, explore the process of organizational learning model and form customer crisis management system of real estate enterprises.Taking the customer crisis management which happened in Zhejiang SUNON Properties, we make specific case study. The analysis comes to the conclusion that: (1) The key factors of the customer crisis management in real estate enterprise mainly focus on three stages: Pre-crisis, Crisis, Post-crisis. Real estate enterprise needs to create crisis culture, build customer crisis management system, form knowledge management system and emphasis on media management. Top-level executives must pay attention to crisis management and participate in it. (2) With the storage of crisis management knowledge increasing, the organizational learning model changes from incremental learning to reform learning. (3) The knowledge management and crisis management of real estate enterprise needs strategic integration. The paper aims to construct a customer crisis management system which makes an interaction of application layer, management layer and knowledge layer.