Implementation Strategy Of Social Customer Relationship Management For Property Management Enterprise With A Company For Example

Social media is taking more and more important effect in the communication and relation network of people and affecting the information interaction and relationship between businesses and consumers along with the widespread use of social media. Customers are free to publish and access to consumption information in social media which broke the asymmetric information and the ways that they access to information between firm and customers in the traditional CRM. The CRM is facing serious impact of social media in business. This thesis studies the implementation strategies of social CRM of the property management industry with A company as an example.This thesis uses SWOT model to analyze CRM application strategies of A company through analyzing social CRM compared with traditional CRM After summarizing the social media and the current situation of the development of CRM and clarifying their significance to the enterprise customer relationship management.It will illustrate the causes and effects of the shortages of the CRM of A company in the impact of social media. It will classify the advantage of social CRM which A company is to adapt to by adopting combinational strategies how to classify and grade customers based on the theory of the value; and how to set up the Customer-centered operational concept and how to form "customer-oriented" organizational structure and how to use the combination of information technology means of CRM and call center and how to use the blog in community service.Then it illustrates the necessity of implementing CRM based on social media in company A according to the development of the property industry, the impact produced by social media applications,the characteristics of the realty service marketing,the competition threat,etc.Through the application practice of A company,it will introduce the concept of social CRM model as the blueprint and explain the socialization process of CRM practice. Then it will analyze the importance and complexity of social CRM evaluation from the perspective of marketing strategy and enterprise measured data.In addition, it will multidimensionally and quantificationally assess the implementation of social CRM in A company based on the principle of SMART and social media ROI analysis method.