龍湖房地產(chǎn)公司客戶關(guān)系管理研究

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摘要 隨著信息時(shí)代、電商時(shí)代、客戶時(shí)代的來臨?？蛻粽莆招畔⒌姆绞皆蕉?，主動(dòng)權(quán)越來越高，對(duì)于企業(yè)而言就要加大對(duì)客戶的重視程度。地段、戶型、綠化等一系列原本吸引客戶關(guān)注度的亮點(diǎn)逐漸有減退的趨勢，對(duì)客戶的影響力已經(jīng)不成為主導(dǎo)因素了，客戶更看重的是品牌效應(yīng)和企業(yè)給客戶帶來的情感上的滿足。當(dāng)然不僅僅是客戶的因素，政府監(jiān)管的力度以及房屋空置率的升高也是房地產(chǎn)企業(yè)的競爭的考驗(yàn)。
客戶關(guān)系管理發(fā)展至今，在國外公司發(fā)展比國內(nèi)公司要早，國內(nèi)公司的應(yīng)用還不是很廣泛，很多公司運(yùn)用了客戶關(guān)系管理，但由于沒有實(shí)際的國內(nèi)經(jīng)驗(yàn)可參考，對(duì)于客戶關(guān)系管理的成效性還沒有得到時(shí)間的磨練，難免是會(huì)有很多不足的地方，因此對(duì)現(xiàn)有客戶關(guān)系管理進(jìn)行改進(jìn)是刻不容緩的事情。
蘇南龍湖是龍湖在蘇南地區(qū)的分公司，盡管總公司在房地產(chǎn)行業(yè)內(nèi)排在全國前十，但是由于地域性的差異，在地區(qū)上的應(yīng)用還是有很多弊端，本人就是通過對(duì)目前蘇南龍湖客戶關(guān)系管理研究找出這些導(dǎo)致客戶關(guān)系管理成效不明顯的原因，并根據(jù)所學(xué)到的知識(shí)就本人的看法提出相應(yīng)的建議，希望對(duì)蘇南龍湖有一定的改進(jìn)作用，能夠幫助該公司更好的管理好客戶。
關(guān)鍵詞：客戶關(guān)系管理，房地產(chǎn)，客戶，數(shù)據(jù)挖掘


The Research on the Customer Relationship Management of the Sunan LONGFOR company
Abstract With the advent of the information age, the era of electricity suppliers, customers era. The more the way customers access to information, increasing the initiative for businesses is necessary to increase the emphasis on the customer.Lots, apartment layout, greening and a series of original attract customer focus highlights gradually decline, the customer's influence has not become the dominant factor, the customer is the value of the brand effect and enterprise to bring customers emotional satisfaction.Of course, not just customers factors increased ,government regulation of the intensity and housing vacancy rate is also the real estate business competition test.
Customer relationship management development so far , early development of foreign companies than domestic companies , domestic companies is not very widespread applications , many companies use a customer relationship management, but because there is no reference to the actual domestic experience , the effectiveness of customer relationship management is also do not get time to hone , inevitably there will be many deficiencies , and therefore improve existing customer relationship management is an urgent matter.
Sunan LONGFOR is LONGFOR in the southern region, although the head office in the real estate industry ranked in the top ten , but due to regional differences in the region still has many drawbacks ,Through the current customer relationship management research Sunan LONGFOR identify these causes obvious customer relationship management effectiveness and make recommendations in relation to my view based on what they have learned, and I hope to have some improvement Sunan LONGFOR role can help the company manage customers better.
Keywords：Customer Relationship Management, Real Estate, Customers, Data Mining


目錄
第1章 緒論 1
1.1研究的背景 1
1.2研究的目的和意義 1
1.2.1研究的目的 1
1.2.2研究的意義 2
1.3國內(nèi)外研究現(xiàn)狀 2
1.3.1國內(nèi)研究現(xiàn)狀 2
1.3.2國外研究現(xiàn)狀 2
1.4研究的主要內(nèi)容和研究框架 3
1.4.1研究的主要內(nèi)容 3
1.4.2研究的框架 3
第2章 客戶關(guān)系管理理論的概述 5
2.1客戶關(guān)系管理的定義 5
2.2客戶關(guān)系管理的發(fā)展和趨勢 5
2.2.1客戶關(guān)系管理的發(fā)展歷程 5
2.2.2客戶關(guān)系管理的發(fā)展趨勢 6
2.3客戶關(guān)系管理的主要作用 7
第3章 蘇南龍湖公司客戶關(guān)系管理現(xiàn)狀 9
3.1蘇南龍湖公司概況 9
3.1.1公司簡介 9
3.1.2公司的經(jīng)營理念與發(fā)展目標(biāo) 9
3.2蘇南龍湖當(dāng)前客戶關(guān)系管理框架 10
3.3蘇南龍湖客戶關(guān)系管理理念 10
第4章 蘇南龍湖客戶關(guān)系管理優(yōu)劣勢分析 11
4.1蘇南龍湖客戶關(guān)系管理優(yōu)勢分析 11
4.2蘇南龍湖客戶關(guān)系管理劣勢分析 11
4.3蘇南龍湖客戶關(guān)系管理劣勢原因分析 12
4.3.1客戶關(guān)系管理理念不強(qiáng) 12
4.3.2企業(yè)組織設(shè)計(jì)存在問題 13
4.3.3信息技術(shù)落后 13
第5章 蘇南龍湖客戶關(guān)系管理改進(jìn)對(duì)策 15
5.1全面落實(shí)以客戶為中心的思想 15
5.2基于客戶關(guān)系管理進(jìn)行組織結(jié)構(gòu)改造 15
5.3強(qiáng)化數(shù)據(jù)挖掘技術(shù)的應(yīng)用 16
結(jié)論 19
參考文獻(xiàn) 20
致謝 21