Research On Customer Relationship Management Systemoptimization Of XY Real Estate Company

Due to the rapid changes in market and policy making, the res ource-orientied, capital-oriented, product-oriented and marketing-orien ted methods, which were once repeatedly cited in the real estate in dustry, can hardly make enterprises gain a sustainable competitive a dvantage. In order to maintain the core competitiveness of enterpris es, the introduction of customer relationship management has becom e the focus of academic research and applications of the real estate business. But as for the real estate market in China which was est ablished in 1998, the empirical experience and theory of this study are relatively limited and its research and application in China has a long way to go.In view of this, the thesis, taking XY real estate company as t he subject for the study found that in the process of customer relat ionship management, there are following problems:(1)it is too utilit arianin practice;(2) there are many leaders in the management syste m;(3)"passive response" is the common attitudeto the customers. Th e reason for the problems is that the essence of the enterprise philo sophy is enterprise-centric, rather than truly "customer-centric". That is to say, the enterprise consider introduction of "customer relation ship management"as an problem solving techniques, rather than thecore philosophy of management throughout the whole process. Whet her it is due to responding to the new era of competition or in the view of cultivating brand-building, the philosophy must be updated and the system should be optimized. Therefore, the present thesis proposes "comprehensive management" of customer segmentation an d functional system, "full management"of development process and"pre-management’ to change passive service to active service. In ad dition, the author makes an evaluation to the optimization program and another improvement program is proposed after the evaluation."Comprehensive management" mainly includes: changing the co mpany culture to customer-centric, fully leading CRM in company organizational system, integrating in partners and locating the “gener alized customer” in community environment. “Full management” m ainly includes: introducing of customer relationship management in t he whole process of project development, especially improving the l ack of management at the ealier stage of project; “Pre-management mainly includes:forewarning, initiative guiding the customer’s needs and objection via optimizing the system and process.The point of research is to provide reality experience for imper fect real estate industry in our nation, make the CRM depth to ma nagement theory with the development of company, cut the manage ment cost and raise the competitiveness during maximizing the value.of customer relationship, promote the healthy competition and mat ure progress of our real estate industry.