【作者】 朱姝；

【导师】 王红兵；

【作者基本信息】 武汉理工大学 ， 结构工程， 2006， 硕士

【摘要】 房地产业作为我国新的经济增长点和国民经济支柱产业一直是人们关注的焦点，但这个重要行业的信息化建设却相对薄弱，特别是当今房地产市场的日益成熟规范，竞争日益激烈，行业的社会分工日益细化，消费者的选择面也越来越广泛，需求日益个性化多样化，房地产企业如何准确地把握社会需求，提高客户的满意度和忠诚度，树立企业的品牌，增强企业的核心竞争力，实施客户关系管理即CRM战略将成为解决这一问题的利器。 本文由核心竞争力和客户关系管理的基本理念入手，从房地产行业发展现状及新经济条件下房地产企业核心竞争力两个角度分析了房地产企业核心竞争力的构建与客户关系管理之间的相关性。第三部分是本文的重点，讨论了如何用客户关系管理来构建房地产企业的核心竞争力，具体阐述了客户关系管理在房地产企业中的应用、如何提升房地产企业核心竞争力以及房地产企业如何实施客户关系管理，并分析了一个成功实施客户关系管理的企业——万科。本文的最后一部分从理论角度和技术角度对客户关系管理做了一定的展望。 本文的研究对于如何将客户关系管理思想应用到现实的房地产企业中有很大的探索意义，并且对我们现阶段与今后提高房地产企业的核心竞争力，创造客户价值都有很重要的现实意义。更多还原

【Abstract】 Real estate industry has been constantly focused as the new growth point and the main industry of the national economy. But the construction of information is relatively weak in such important industry. Especially nowadays the real estate market is increasingly matured and normative, the competition is increasingly furious, the specialization is increasingly specific, the choices of customers’ are increasingly extensive and the demands are increasingly individual and various. In such case how to seize society demands precisely, improve customers’ satisfaction and loyalty, build up enterprise’s brand and enhance enterprise’s core competence is becoming an urgent issue. Carrying out Customer Relationship Management (CRM) strategy will be a useful tool to solve these issues.The article begins with the basic idea of the core competence and CRM, and discusses the relevance of them from two aspects: real estate industry development situation and the requirement of construction of real estate enterprises’ core competence in the new economy era. The third part is the emphasis of the article and discusses how to construct the real estate enterprises’ core competence with CRM. It specifically illustrates the application of CRM in the real estate enterprises, how to enhance the core competence with CRM, and how to carry out CRM. In the forth part, the article analyses an successful case to carry out CRM in the real estate enterprise. The last part the article prospect the future of CRM from the theory and technology.The study of this article plays an important role in the exploring how to apply CRM idea to real estate enterprises, so as to enhance the core competence and create more customers’ value of the real estate enterprises.更多还原