Research On Customer Relationship Management Of Real Estate Enterprises Based On Social Media In China

With the growing competition in the real estate market, how to capture more customers and maintain good customer relationship has become the focus of many developers in the future. "With the customer as the core" has become an important way of development of enterprise management. However, although more and more enterprises realized the importance of strengthening enterprise customer relationship management, it is very difficult for enterprises to form the necessary relationship path with the customer. With the development of Internet technology, especially the development of social media, it provided a new way for customers to contact enterprise. Social media has become an important way for many companies to try to use social media to develop customer relationship maintenance.First of all, this paper summarized the predecessors’research experience in related fields about the customer relationship management and social media, and analyzed the relationship between social media and customer relationship management of real estate enterprises, which laid the foundation for later study. Then this article analyzed the current real estate customer relationship management system and the existing problems, and lead to the advantages of social media to maintain customer relations. Then the article analyzed the application of common social media forums, microblogging, micro channel in the real estate business customer relationship management, and analyzed the advantages and disadvantages of different media. On the basis of this, the article drew out the design idea of multi dimension social media to maintain the customer relationship. From the nature of social media to maintain customer relationships, built a forum of multi-dimensional social media matrix based on the forum, microblogging and micro channel, and proposed the concept of multi media integration with microblogging group key drainage, forum precipitation customers and micro channel customer service. And put forward some proposals to the multi-dimensional social media participation in real estate enterprise customer relationship management. Finally, the article analyzed the X company to use social media to maintain the customer relations, and evaluated the effect of social media platform.Using social media to carry out customer relationship management is still a new attempt, as a result of social media in a relatively short time, there is no particularly successful case and mature research ideas. From the traditional customer relationship management, this paper focuses on the exploration of the feasibility and essence of social media in the maintenance of customer relationship, which is helpful for the development of the social media to carry out in-depth understanding of customer relationship management.