客户关系管理在房地产企业中的应用  

Application of customer relationship management in real estate enterprise

作　　者：杨洪涛[1] 王要武[1] 

机构地区：[1]哈尔滨工业大学管理学院,黑龙江哈尔滨150001

出　　处：《哈尔滨建筑大学学报》2002年第6期93-97,共5页Journal of Harbin University of Civil Engineering and Architecture

摘　　要：在竞争激烈的房地产市场中,客户是企业生存的基础。根据客户需求提供房地产品,通过改善产品和服务的质量增强客户满意度,同客户建立良好的关系,成为房地产企业取得竞争优势的重要手段。客户关系管理(CRM)由此成为谈论的焦点。对客户关系管理进行了简要的介绍,分析了房地产企业实施CRM的必要性及所面临的困难,提出了实施CRM的步骤,并对房地产企业客户关系管理系统作了初步的研究。To provide real estate according to the customers' needs, satisfy the customers by improving the quality of products and service, and build intimate relationship with their customers are important means for acquisition of competitive advantage for real estate enterprises. Customer Relationship Management (CRM) becomes a hot subject for people to talk about quite often. A brief description of CRM is given and the necessities of implementing CRM in real estate enterprises and the difficulties they met in this process are discussed. Eight steps of implementing CRM are proposed.

关 键 词：客户关系管理 房地产企业 数据仓库 

分 类 号：F293.33[经济管理—国民经济]