The Research Of Customer Relationship Management In BCL Real Estate Of Shenyang Branch

Because the rapidly development in information technology has great impact on real estate industry, the market competition become fiercer. In order to increase bis core-competition, Beijing Capital Land (BCL) real estate began to implement CRM in2006, while the other real estate enterprises begun to put more and more attention to CRM.This paper summarized BCL’s experiences and lessons in the course of application CRM and discussed the orient of BCL’s CRM. I hope that this paper is able to give some available suggestions to BCL and other real estate corporations.Firstly, the paper introduces the basic concept and the main content of CRM briefly, including the aim of CRM and the basic marketing theories of CRM system. Secondly, it discusses the development trends of CRM and the theory research of CRM. Thirdly, describe the external and internal environment and the aim of the BCL’s CRM application. The paper inform the temporary conditions of BCL’s CRM and the troubles in the course of application BCL’s CRM, both in the aspect of management and software system. Fourthly, it discusses the measures of resolving the problems in the course of application CRM. At last, the paper give BCL’s CRM measure to guarantee.