On The CRM Optimization Strategy Research Of Shenzhen Missionhills Realestate Company Based On The Customer Repeat Purchases Investigation

With the land deal to change the ways of real estate industry and state macro-control, real estate enterprise management environment undergone a fundamental change, face from policies and regulations, and customers, competitors and so on various aspects of pressure. The change of management environment of real estate enterprise management ability put forward higher request, including real estate enterprise customer relationship management (CRM) capacity has become the key to the development of enterprise ability. But, for domestic real estate industry of CRM practice situation, the fusion of the advanced CRM marketing management ideas and information technology combined with new management model, and not to the real estate enterprise how much the successful cases, the reality is the inside the industry customer churn still on the high side, the customer’s repeat purchases especially low.Shenzhen mission hills real estate development Co., LTD. Since1997the first period golf property development on, and has the guinness book of world records the world first to a big club-mission hills golf club, and constantly introduce various types of golf property. So far, has been in shenzhen, dongguan, haikou develop real estate property nearly5000sets, accumulative total sales more than15billion, there are nearly4000a high-quality customer as our owner. However, because of CRM attention has been not enough, CRM not perfect and use undeserved, which has resulted in marketing the high cost and the customer, the customer repeat purchases has been slow growth, compared with the industry has been in low level.This article through the theoretical analysis and the way of the combination of the empirical research, through the literature search and reading, for the purchase and the repeat customers CRM problems finding the theory basis and the further research of space. The empirical research through the questionnaire survey, this study provide the argument for scientific demonstration, and at the same time in the literature and the empirical research on the basis of the method of qualitative analysis puts forward how to optimize mission hills estate CRM strategy advice. Therefore, based on the mission hills real estate company customers repeat purchases investigation, to optimize the company can provide precise CRM ability and reference samples, and find the effective comprehensive optimization company CRM strategy.Through the study, we really got the mission hills customers repeat purchases the cause of low to customer satisfaction as a representative of the poor a range of factors for our research found the basis and accurate starting point, which fully put forward a series of CRM to optimize and improve the strategy.