| Customer relationship marketing is a method to implement marketing plans, which is based on the enterprise establishing, developing and maintaining good relationship with customers. It can bring a breakthrough in the field of real estate enterprise marketing, but its actual effect is not satisfactory. The fundamental reason is that real estate enterprises does not doing research in the essence of relationship marketing guided by customer perceived value. Customer perceived value has been seen as a new interpretation of customer relationship marketing, and has been also a real estate enterprise new competitive advantage origin. But till now, there are only few research in is real estate customer relationship marketing based on the customer perceived value.Firstly, this paper has collected and sorted literature in the field of the perceived value, relationship marketing at home and abroad, and next analyzed its connotation, implementation process, and the perceived value of the evaluation method.Secondly, taking G real estate enterprise as an example, this paper analyzed its customer relationship marketing present situation and the existing problems, build G real estate enterprises'evaluation index system of customer perceived value. The primary index is the functional value, emotional value, psychological value and economic value, and the index system include 12 secondary indicators,36 three-level indicators. The analytic hierarchy process (ahp) has been used to determine evaluation index review quotations and membership matrix. Based on empirical study of G real estate enterprise's customer perceived value, this paper found that there are significant differences between perceived value and expectations.Finally, this paper put forward the G real estate enterprise customer relationship marketing path that will improve its customer perceived value, and the effect of its implementation and evaluation has been discussed. |
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