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论文编号：	12753
作者编号：	2320190523
上传时间：	2021/12/8 0:34:16
中文题目：	S房地产公司客户关系管理研究
英文题目：	Research on Customer Relationship Management of S Real Estate Company
指导老师：	刘建华
中文关键字：	S房地产公司；客户关系管理；服务质量；客户满意
英文关键字：	S Real Estate Company; customer relationship management; quality of service; customer satisfaction
中文摘要：	在当前房住不炒的政策下，房地产行业已转为买方市场，以客户为中心将成为房地产企业稳定发展的基础。房地产企业基于自身的发展战略，对客户关系生命周期进行合理充分的分析，可便于房地产企业提高竞争优势，按照客户需求合理分配资源。但是我国既有的研究内容大多以普通消费品为研究对象，以房地产企业在不同阶段的客户管理需求为分析对象的研究成果比较有限。基于此，本文以房地产企业的客户管理需求、现状、不足、整改思路等为分析思路，以房地产公司客户关系管理作为分析对象，以客户关系价值、客户抱怨处理、服务期望与服务质量、客户满意度与客户忠诚、房地产客户生命周期等为理论基础，引入S房地产公司，尝试分析其客户关系管理现状、必要性、存在的问题及原因等，并针对原因从策略和保障两方面提出解决方案。 通过研究发现，S房地产公司当前虽然开展了诸多客户关系管理工作，但其以产品为中心的管理理念并未转变。公司在管理制度、信息化系统、专业人才等影响客户关系管理的因素中存在障碍，造成S 公司在客户关系管理的工作中，出现忽视客户细分调研、客户服务跟进流程不足、客户关系危机处理不到位、疏于客户关系持续维护等诸多问题。 对此，文中按照房地产客户关系建立的周期性特征，从房地产企业客户生命周期客观发展规律着眼，提出了S房地产公司客户关系管理的提升策略，如客户的细分，要有细分原则和细分方法；客户服务质量的提升，要设计标准化跟踪服务流程、建立服务触点即时评价机制；重视客户投诉及危机的处理，要加强全过程管理、畅通沟通渠道提升投诉处理效率；提升顾客满意与忠诚度，要精准把控动态需求做好增值服务、增强沟通交流做好入住后服务等。 作为以上策略有效运作的保障，S房地产公司应完善制度，为客户关系管理提供依据。人力资源管理方面要在人员配置上提供辅助，将企业文化与价值理念适宜的融入到客户关系管理工作中，培养和提升客户满意度和忠诚度，最大化挖掘客户价值、资源。
英文摘要：	In the current fierce market competition, take the customer as the center should be as an important concept of real estate enterprise customer relationship management, real estate enterprises based on its strategic plan for live, reasonable and sufficient analysis of customer relationship life cycle, can be convenient for real estate enterprises to improve the company competitive advantage and allocate resources according to customer demand. However, most of the research contents take ordinary consumer goods as the research object, and the research results are limited to the customer management needs of real estate enterprises in different sales stages. Based on this, this paper takes the customer management needs, current situation, deficiencies and rectification ideas of real estate enterprises before, during and after sales as the analysis ideas.Taking the customer relationship management of real estate companies as the analysis object, based on the principles of customer relationship screening, customer relationship value, customer complaint handling and service marketing theory, real estate customer life cycle classification, etc., S real estate company is introduced as the analysis object. Try to analyze the status quo of CUSTOMER relationship management of S real estate company, the necessity of customer relationship management of S real estate company, the existing problems in customer relationship management of S real estate company and the reasons, and put forward solutions from the two aspects of guarantee and countermeasures. Through research, the paper found that the current CUSTOMER relationship management of S real estate company tends to subjective consciousness rather than actual demand, although the company has carried out a lot of customer relationship management work, but the product-centered customer management concept has not changed. There are many obstacles affecting the company's CRM, such as inadequate implementation of CRM, lack of relevant systems, limited difficulty in developing and utilizing customer information, low conversion rate of customer value, lack of customer information management information system and lack of customer relationship management talents. In the process of customer relationship management of S real estate Company, there are many problems objectively, such as neglecting the requirements of segmentation survey of potential customers, insufficient follow-up process of target customers, inadequate handling of customer relationship crisis during the purchase period, and neglect of continuous maintenance of relationship during the check-in period. In this regard, in accordance with the cyclical characteristics of the establishment of real estate customer relationship, from the real estate enterprise customer life cycle objective development law, it is suggested that S real estate company optimize the customer relationship management strategy by stages. Such as the segmentation of potential customers, to establish potential customer demand research, multi-dimensional segmentation to find effective customers; To improve the customer service quality in the target period, it is necessary to design a standardized tracking service process and establish a real-time evaluation mechanism for service contact points. In the purchase period, we should pay attention to customer complaints and crisis management, such as strengthening the whole process management of customer relationship marketing, smooth communication channels to improve the efficiency of customer complaint handling; During the check-in period, customer satisfaction and loyalty should be enhanced, such as precise control of dynamic demand, value-added services, enhanced communication and post-check-in services, etc. As the guarantee for the effective operation of the above strategies, S real estate company also needs to optimize and adjust the organizational structure of customer relationship management, improve relevant systems, and provide customer basis and criteria for customer relationship management. In enterprise culture construction and human resource management for the company S customer relationship management in different stages of personnel to provide auxiliary supporting demand, and the enterprise culture and value concept of appropriate into four key stages of customer relationship management (CRM), cultivating and improving customer satisfaction, loyalty, Maximize the mining of customer value, resources.
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