新城房地产企业客户关系管理的学案.docVIP

新城房地产企业客户关系管理的研究 摘要：当今，城市化进程加快，我国房地产产业也随着蓬勃发展。日益激烈的市场竞争，越来越多样的客户需求及居高不下的客户投诉使得房地产开发商们面临的问题也日益多起来。形成良好的资金运转状况、解决产品的滞销及回款缓慢问题，是目前中国房地产行业健康发展的迫切需要。随着产品模式的不断创新和行业竞争的日益加剧，客户对住宅开发及服务的重视程度，已远远超过产品本身，服务正逐渐成为下一轮住宅产业发展的重点。有鉴于此，新城房产正着力从单纯的产品模式向服务模式转变，从一个科技企业向一个人本企业转变，并提出“以客户为中心”的服务理念，将客户价值作为行为指南，时刻保持对客户需求的敏锐观察与迅速反应，回归客户导向的基本命题。只有改变企业本身机制、改善企业与及市场的关系，才能维系房地产企业的可持续发展。基于此，房地产企业急需建立一个与客户形成有效互动，销售与服务一体化的系统管理。它不仅可以帮助企业进行更精确的客户细分，为企业维系与客户之间的关系，而且可以实现企业内部流程的优化和改进，为企业节省交易成本，为企业和客户创造共赢。从产品的关注到客户的尊重，从内部管理的规范到客户关系的维护，从新客户的吸引到客户全生命周期的呵护，新城用实际行动诠释着对客户关系理念的理解。客户需求是影响企业长期战略的重要因素，客户满意才是检验新城产品与服务质量好坏的唯一标准。新城懂得并超越客户期望，为客户创造价值，让客户的幸福变得简单，是新城房产永远追求的目标。本文系统的分析了房地产企业客户关系管理涉及的理论，主要目的是为新城房产实施客户关系管理提供理论支持，缺乏理论的支持，客户关系管理的实施将会成为无源之水、无本之木。 关键词：房地产、客户关系管理、市场竞争 Research Of Customer Relationship Management Abstract:Today, the urbanization process is accelerated, the real estate industry in China also along with the vigorous development of increasingly fierce market competition, more and more diverse customer needs and high customer complaints make property developers are faced with the problem are also increasingly Form a good capital operation condition to solve the unmarketable products and the receivable slow problem, is the healthy development of Chinas real estate industry are urgently needed Therefore, With the model of product innovation and industry competition intensifying, importance of residential development and customer service, has been far more than the product itself, service is becoming the focus of the next round of housing industry development Because of this, new housing is emphatically from pure product mode to service mode, from a shift towards a people-oriented enterprise science and technology enterprises, and put forward the customer-focused service concept, the customer value as behavior guide, keep the keen observation and rapid response to customers requirement, return customer oriented basic proposition.Only change the mechanism of enterprise itself Improve the relationship betwe