房地产企业客户关系管理的理论与实践

中国房地产行业的蓬勃发展,使市场竞争日益加剧,如何制造最佳的客户体验,如何维系企业与客户的良好关系并与客户形成有效的互动,成为了房地产企业可持续发展的首要问题。因此,房地产企业急需导入客户关系管理。客户关系管理是以客户为中心的包括销售、市场营销和客户服务的企业业务流程自动化。客户关系管理有坚实的理论基础和具体的实施措施,一些具有竞争力的房地产企业正在通过客户关系管理建立自己的竞争优势,为房地产企业的客户关系管理提供了可资借鉴的宝贵经验。

Theory and Practice of the Management of the Relations Between Real Estate Enterprise and Their Customers

While the real estate trade of China is vigorously developing, market competition is becoming increasingly intensified. Given such a situation, how to build the best customer experience？ How to maintain good relations between the enterprise and its customer？ How to form an effective interaction with the customer？ All these question are of primary importance to the sustainable development of a real estate enterprise. Therefore, the real estate enterprise urgently need the introduction and practice of customer relations management. By ＂customer relations management＂, we mean taking the customer as the center in all the links of sale, marketing, post--sale service. The customer relations management has a solid rationale and concrete implementation measures. Many real estate enterprises with good competitiveness are trying to establish their competitive advantage through customer relations management, and their practice has provided valuable experience for the other real estate enterprises.