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论文编号：	12878
作者编号：	2320190351
上传时间：	2021/12/13 12:30:39
中文题目：	房地产调控背景下Y工程建设公司大客户开发策略研究
英文题目：	Research on key account development strategy of Y Engineering Construction Company under the background of real estate regulation
指导老师：	崔连广
中文关键字：	房地产市场;大客户开发;客户关系;客户价值
英文关键字：	Real Estate Market;Key Client Development;Client Relationship;Client Value
中文摘要：	客户开发是任何商业环境下不可绕开的重要话题，目前我国正在进行的市场经济改革、供给侧结构调整给目前的市场带来深刻的变化，大公司、集团公司控制成本，深挖成本内控也逐渐为主流。随着生活水平的提高，地价、房价的增速远远快于GDP的增值，房地产行业的高利润，造就了很多房地产航母企业，它们影响着地方财政，不加以政策干预，必然会催生房地产泡沫，这对我国的经济发展、金融稳定和社会的健康运行，造成巨大的隐患。 房地产行业是国民经济中重要的风向标，在中央和各地调控房价的大背景下，房地产企业的经营和管理越来越趋向于精细化，作为上游的建筑企业如何有效地开发维护大客户资源，寻找资金链好、资金背景雄厚、产品优势明显、有良好企业信誉的大客户是本文研究样板“Y公司”要讨论的主要内容。本文所涉及的资料主要来源是地产市场指标和国家出台的一系列相关政策，及其它一些领域大客户开发的资料也有一定的借鉴价值，但涉及建筑行业房地产大客户开发的直接资料并不充裕。笔者将通过行业、产业、企业的递进进行理论分析，最终通过分析Y公司的大客户开发和管理工作对在房地产建设领域的大客户相关工作进行研究。 本文运用客户价值、客户关系管理、大客户营销等理论和SWOT分析，阐述目前在国家调控的背景下房地产行业现状，Y公司上下游及内外部环境进行分析，对Y公司的大客户开发策略进行改进的讨论并针对这些改进提出保障的具体方案，即通过公司战略发展、公司财务和信息化建设这三个方面入手，使得改进措施得以执行。通过大客户开发策略的研究结论旨在对建筑企业的发展实践提供一个探索性、可参考借鉴的重要依据。
英文摘要：	Customer development is an important topic that cannot be avoided in any business environment. At present, China's ongoing market economic reform and supply-side structural adjustment have brought profound changes to the current market. Large companies and groups control costs, and deep cost internal control has gradually become the mainstream.With the improvement of living standards, land prices grow much faster than GDP increment, the real estate industry of high profits, has created a lot of real estate carrier enterprise, they affect the local finance will create a real estate bubble without policy intervention, the financial stability and economic development in our country social health, cause huge hidden trouble. Real estate market is important economy barometer in the national, house prices in the central and local regulation, against the background of the operation and management of the real estate enterprises is more and more tend to be fine, as the upstream construction enterprises how to effectively develop customer resources, looking for good capital chain, product advantages of large customers is the main content of the model Y company to discuss in this paper. The main research direction of the materials involved in this paper is the real estate market indicators and a series of relevant policies issued by the country, and the materials of key customer development in other fields are also of certain reference value. However, the relevant materials related to the development of key customer of real estate in the construction industry are not sufficient. The author will study the industry. Finally, through the analysis of the development and management of the enterprise's key customers in the field of real estate construction to carry out a study of the development of key customers. This paper uses the customer value of customer relationship management (CRM) Big customer marketing theory and the SWOT analysis, the paper expounds the current regulation in the country under the background of the real estate industry present situation, and analyzes the internal and external environment, the upstream and downstream of Y company's big customer development strategy to improve the discussion of the concrete scheme of protection are put forward based on these improvements, through the company strategy development company finance and information construction of the three aspects, so that the improvement measures can be implemented through the research conclusion of the key customer development strategy for the development of construction enterprises to provide an exploratory reference for the important basis.
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