文档介绍：华中科技大学
硕士学位论文
房地产行业中的客户关系管理研究
姓名:陈方华
申请学位级别:硕士
专业:工商管理
指导教师:云虹
20041001
摘要
进入网络时代房地产行业受到信息技术地猛烈冲击而且客户的需求日益多样化
带来了更趋激烈的市场竞争房地产行业为了满足客户个性化需求并且发展保持与
客户的长期稳定关系有必要树立一切以客户为中心的企业管理理念并借助客户
关系管理系统来帮助企业进行客户管理本文针对系统在房地产行业中的
应用进行专题研究
本文首先介绍了的概念及其基本内容包括的内涵系统结构模块组
成功能分析关键技术发展现状及趋势分析等论述了实施系统是企业信息
化建设电子商务发展企业管理理念的转变和企业战略发展的需要在此基础上本文
结合房地产行业的特征阐述了系统在房地产企业中的市场定位施工建设销售
管理和物业管理等全过程中的应用通过实施系统以及对系统实施后的效果进
行评价将会使企业更加明确客户需求有效加强对客户的管理这些都有利于房地产
企业打造自身的核心竞争力
目前由于系统在房地产行业中的应用还处于初级阶段无论是的理论研究
还是系统软件的开发都不能完全满足房地产行业的发展需求另外的实施
本身是一个庞大复杂的系统工程实施起来有一定的难度评价其效果也比较困难这
些问题都仍有待在实践中进一步地研究与探讨

关键词客户关系管理房地产行业客户关系管理系统客户满意度

I
Abstract
After entering the cyber times, the information technology has great impact on the real
estate industry, and at the same time, customer demands are ing more and more
diversified, which makes the industry petition e fiercer. In order to meet
customers’ individual needs, keep and develop stable relationship with customers over a
long period, the real estate industry should carry out such a management idea that serving
for the customers with heart and soul. And real estate enterprises can make use of Customer
Relationship Management (CRM) to help them working on the customer management.
This thesis introduces the concept and main content of CRM firstly, including the
nature of CRM, the structure, the function of CRM system, and the key technology and the
tendency of development and etc. It discusses that CRM is useful for corporation’s
information infrastructure construction, the development of merce, the conversion of
corporation management concept and the strategies of enterprise. On the basis of
characteristics of the real estate, it discusses CRM application of market position
construction sale management estate management in real estate and the evaluation of
effect . It will make enterprises understand the demands of customers and emphasize the
management of customers efficiently. I