Customer Relationship Management Research

Customer relation management (CRM) is a effective tool, by which enterprise is to deal with the relation to customers. In China, the application of CRM is being expanded progressively, and is being adopted by more and more companies. The Center of customer's relation of Jianye Group is the department of service and support to customer and of managing the customer relation as well as the implement province land development strategy. The Group fully realizes the importance and urgency of customer's value in the course of development, and realizes that the main competition between real estate companies will be turned to the aspects of the competition of service in the future and the competition to the customer, etc. It becomes the important problem of establishing the brand images of company, using customer's relation to manage effectively and catching the customer's heart, to which real estate companies face nowadays. This text attempt to discuss the implement of customer's relation management in Real Estate Company. According to application of managing (CRM) in customer's relation. First of all, this text has explained the understanding that customer's relation management (CRM), introduced the theoretical foundation, meaning, domestic and international current situation of the development and question meting in Chinese real estate enterprises. Then the text analyses the environment inside and outside in the center of customer's relation of jianye group and takes an overall investigation. Thirdly, the text discusses the external chance and own advantage of the Center, in relation to the key ability theory; Finally, the text puts up the future development idea of the center on the above-mentioned basis. This text probes into possibility and necessity implementing CRM in Chinese real estate enterprises, with the key ability theory, the development of the Group and the existence of the center. It maintain that CRM doesn't become reality under this kind of situation at present yet, but the company can take the method to implement step by step, namely do a good job of customer's service and support first, and then progressively to hit end and front marketing expand, thus implement perfect CRM system finally.