Research On Core Competence Of Real Estate Enterprises Based On CRM

Real estate industry has been constantly focused as the new growth point and the main industry of the national economy. But the construction of information is relatively weak in such important industry. Especially nowadays the real estate market is increasingly matured and normative, the competition is increasingly furious, the specialization is increasingly specific, the choices of customers' are increasingly extensive and the demands are increasingly individual and various. In such case how to seize society demands precisely, improve customers' satisfaction and loyalty, build up enterprise's brand and enhance enterprise's core competence is becoming an urgent issue. Carrying out Customer Relationship Management (CRM) strategy will be a useful tool to solve these issues.The article begins with the basic idea of the core competence and CRM, and discusses the relevance of them from two aspects: real estate industry development situation and the requirement of construction of real estate enterprises' core competence in the new economy era. The third part is the emphasis of the article and discusses how to construct the real estate enterprises' core competence with CRM. It specifically illustrates the application of CRM in the real estate enterprises, how to enhance the core competence with CRM, and how to carry out CRM. In the forth part, the article analyses an successful case to carry out CRM in the real estate enterprise. The last part the article prospect the future of CRM from the theory and technology.The study of this article plays an important role in the exploring how to apply CRM idea to real estate enterprises, so as to enhance the core competence and create more customers' value of the real estate enterprises.