Customer Relationship Management (CRM) Study Of Tande CO., LTD

With the emerging market evolution, demanding client, the administration monitoring of government authorities as well as the increasing marketing cost, real estate enterprises have been undergoing more and more pressures on their capability of customer service, process monitoring, marketing cost control, thus CRM becomes the focal point in real estate enterprise's management. Clients analysis and identification, how to retain client, develop client relationship, and further investigate client value are all the ever-lasting topics in real estate enterprise management. In addition, the development of CRM is getting more perfect along with its application in market economy and the relative information technology is getting more mature as well. Thus, performing CRM is necessary and feasible for real estate enterprises.Fortunately, Tande Co., Ltd. has already realized the importance of client strategy in the competitive market environment. The key point of enterprise operation and management currently is that how to effectively apply CRM and how to convert CRM into the core competitive edges of the company.This paper follows the overall development planning of Tande Co., Ltd., combines the practical situation of current operation and management, applies CRM theories and adopts the advanced and suitable CRM software to be the tools support of problems analyzing and answering to make the CRM more conviction and more effect, thus to achieve the destinations such as promoting enterprise brand popularization, fulfilling the enterprise strategy, encouraging refinement marketing and establishing excellent society picture of the enterprise, and to make CRM is more available to Tande Co., Ltd.. The paper firstly illustrates the study background, value and theories of CRM, and then analyzes the current situation and problem of CRM in Tande Co., Ltd., drafts CRMplanning and puts forward the suggestions, and last, summarizes the study of the paper and points out the study content and direction afterward.