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.
出处
《哈尔滨建筑大学学报》
北大核心
2002年第6期93-97,共5页
Journal of Harbin University of Civil Engineering and Architecture
关键词
客户关系管理
房地产企业
数据仓库
real estate
customer relationship management
dada warehouse
