环宇房地产公司客户关系管理研究
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摘要
随着我国房地产业的迅猛发展,市场格局也发生相应变化,房地产企业面临的一些压力也日益明显如市场竞争日趋激烈,客户需求更难以把握,产品及营销手段同质化严重,客户投诉居高不下。在这种情况下,产品和技术的革新已不再能为企业提供持续的竞争优势,企业成功的关键在于更快、更好地对客户做出响应,提高客户满意度,争取拥有更大的客户份额。这就要求房地产企业引入客户关系管理,建立“以客户为中心”的经营理念。
本文采用了规范的研究方法,首先,对客户关系管理的基础性研究内容进行梳理,总结出客户关系管理的定义、本质、内容、过程与技术,归纳出我国房地产行业在产品、市场和消费上的特性;第二,分析了环宇房地产公司在客户关系管理上存在的问题,利用竞争五力量模型分析了环宇房地产公司的行业结构,认为该公司在管理观念、组织架构、客户服务体系和客户投诉处理等方面存在问题;第三,针对环宇房地产公司客户关系管理存在的问题,提出了改进的目标、指导思想,并根据对环宇公司的市场分析、客户结构分析、客户开发以及客户保持等方面的详尽分析,得出环宇房地产公司改进客户关系管理的框架,并得到改进的具体实施内容:树立正确的服务理念、重组管理架构、客户服务体系建立、客户投诉处理方案四个方面;最后,提出了环宇公司在实施改进方案时的建议与措施,这些措施包括:与客户共享的学习机制、加强对客户服人员的培训以及再造客户导向型的业务流程。
本论文的研究方法和结论可为环宇房地产公司的客户关系管理战略规划实施提供参考。同时,可为其他房地产企业解决类似问题提供一定的借鉴,拓展了客户关系管理的应用领域。
With the fast fierce development of the our country real estate industry, the market structure and form also takes place to correspond variety, the real estate business enterprise face of some pressures is also increasingly obvious if market the competition is gradually vigorous, customer's need is more difficult with the confidence, the customer hurl tell is always keep high. In this kind of case, the product and technical innovation have already no longer canned provide the competitive advantage for keep on for the business enterprise, business enterprise the successful key lie in doing to respond to the customer sooner and bitterly, the exaltation customer's satisfaction, fight for owning larger customer's quota. This will beg the real estate business enterprise to lead the relation management into the customer, the principle of management of the establishment "take customer as center".
The paper used the norm research method, relating to foundation the research contents of CRM to carry on comb to the customer first, tallying up the definition, essence, contents, process and technique that a customer relates to a management, inducing the our country real estate profession in the product, market and consuming up of characteristic; The second, analyzed the wreath world real estate company to relate to a management up the problem for exist at the customer, made use of to compete five strength models to analyze the profession structure of the wreath world real estate company, think that company exists a problem in the aspects of managing the idea, organization structure, the business process and customer hurl to tell a processing wait; The third, aim at an existent problem of the wreath world real estate company CRM, put forward a CRM improvement target, put forward the instruction thought of the improvement, the main contents that analyzes to think an improvement includes to set up customer's hurl of service principle, the reorganization organization structure, the exaltation customer satisfaction, customer and market analysis ,customer develop and contain, establishment to tell the processing project etc. everywhere noodles; Finally, put forward the suggestion for the wreath world company to carry out the improvement project and measure, these measures include: Study mechanism shared with customer, build up efficiently of customer service center, strengthen the training to take the personnel to customer and give a new life customer to lead to the business process of the type.
The research method and conclusion of this thesis can relate to the management strategy programming implement to provide a reference for the customer of the wreath world real estate company. Can resolve a similar problem to provide to certainly draw lessons from for other real estate business enterprises in the meantime, expand customer the applied realm of the relation management.
本文采用了规范的研究方法,首先,对客户关系管理的基础性研究内容进行梳理,总结出客户关系管理的定义、本质、内容、过程与技术,归纳出我国房地产行业在产品、市场和消费上的特性;第二,分析了环宇房地产公司在客户关系管理上存在的问题,利用竞争五力量模型分析了环宇房地产公司的行业结构,认为该公司在管理观念、组织架构、客户服务体系和客户投诉处理等方面存在问题;第三,针对环宇房地产公司客户关系管理存在的问题,提出了改进的目标、指导思想,并根据对环宇公司的市场分析、客户结构分析、客户开发以及客户保持等方面的详尽分析,得出环宇房地产公司改进客户关系管理的框架,并得到改进的具体实施内容:树立正确的服务理念、重组管理架构、客户服务体系建立、客户投诉处理方案四个方面;最后,提出了环宇公司在实施改进方案时的建议与措施,这些措施包括:与客户共享的学习机制、加强对客户服人员的培训以及再造客户导向型的业务流程。
本论文的研究方法和结论可为环宇房地产公司的客户关系管理战略规划实施提供参考。同时,可为其他房地产企业解决类似问题提供一定的借鉴,拓展了客户关系管理的应用领域。
With the fast fierce development of the our country real estate industry, the market structure and form also takes place to correspond variety, the real estate business enterprise face of some pressures is also increasingly obvious if market the competition is gradually vigorous, customer's need is more difficult with the confidence, the customer hurl tell is always keep high. In this kind of case, the product and technical innovation have already no longer canned provide the competitive advantage for keep on for the business enterprise, business enterprise the successful key lie in doing to respond to the customer sooner and bitterly, the exaltation customer's satisfaction, fight for owning larger customer's quota. This will beg the real estate business enterprise to lead the relation management into the customer, the principle of management of the establishment "take customer as center".
The paper used the norm research method, relating to foundation the research contents of CRM to carry on comb to the customer first, tallying up the definition, essence, contents, process and technique that a customer relates to a management, inducing the our country real estate profession in the product, market and consuming up of characteristic; The second, analyzed the wreath world real estate company to relate to a management up the problem for exist at the customer, made use of to compete five strength models to analyze the profession structure of the wreath world real estate company, think that company exists a problem in the aspects of managing the idea, organization structure, the business process and customer hurl to tell a processing wait; The third, aim at an existent problem of the wreath world real estate company CRM, put forward a CRM improvement target, put forward the instruction thought of the improvement, the main contents that analyzes to think an improvement includes to set up customer's hurl of service principle, the reorganization organization structure, the exaltation customer satisfaction, customer and market analysis ,customer develop and contain, establishment to tell the processing project etc. everywhere noodles; Finally, put forward the suggestion for the wreath world company to carry out the improvement project and measure, these measures include: Study mechanism shared with customer, build up efficiently of customer service center, strengthen the training to take the personnel to customer and give a new life customer to lead to the business process of the type.
The research method and conclusion of this thesis can relate to the management strategy programming implement to provide a reference for the customer of the wreath world real estate company. Can resolve a similar problem to provide to certainly draw lessons from for other real estate business enterprises in the meantime, expand customer the applied realm of the relation management.
引文
[1]袁庆宏.企业智力资本管理[M].经济管理出版社.2001
[2]陈全明,刘彩凤.培训管理[M].海天出版社.2003(4):38-46
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[8]Vikas.Mittal、Wagner.A.Kamakura,Satisfaction,Repurchase and Repurchase Behavior:Investigating the Moderate Effect of Customer Charactefistics,Joural of Marketing Research 2001(1)131-142.
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[10]Jacquelyns,Thomas.A Methodology for Linking Customer Acquisition to Customer.Retention.Joural of Marketing Research 2001(2)262-268.
[11]郭晓凌,刘社建.关系营销的经济学分析[J].经济纵横.2001(3):52-53.
[12]田金梅.论顾客关系营销[J].经济纵横.2001(2):28-30.6
[13]转引自:任晴.仙妮蕾德公司客户关系管理研究[D].硕士学位论文.西安理工大学.2003(9):14.
[14]韩婷婷.浅谈客户关系管理及其机遇[J].管理世界.2001(4):212-213.
[15]孟韬,张东伟.企业与消费者的联盟:营销组织的新视角[J].中国流通经济.2001(2):54-56
[16]李显君.客户关系管理[J].企业管理.2001(3):49-50.
[17]徐忠海.从产品生命周期到客户关系生命周期-企业营销理念的变化[J].经济管理.2003(8):25-29.
[18]候桂凡.顾客资本的形成与管理[J].当代经济研究.2000(7):25-27.
[19]王化成,刘俊勇.客户赢利性分析-支持客户满意战略的方法[J].外国经济与管理.2001(3):17-21.
[20]刘秋雁.房地产开发与经营[M].上海财经大学出版社2004(8):65-69.
[21]林晓,陈刚.CRM提升我国房地产业服务水平的重要资源[J].华中科技大学学报.2004(2):104-106.
[22]范锋,陈文健.CRM企业客户管理的重塑,企业改革与管理[J].广州大学学报.2003(4):22-23.
[23]Janny C.Hoekstra,Eelko K R.E.Huizingh.The Lifetime Value Concept inCustomer-Based Marketing.Journal of Market Focused Management,1999,6:87-89
[24]Gilbert.A.Churchill.Jr.Basic Marketing Research[M],China MachinePress,2004(4):15-34.
[25]董潘,张奇编著.房地产经济概论[M].东北财经大学出版社.2001(8):45-70.
[26]孟凡强,王玉荣著.CRM行动手册:策略、技术和实现[M].机械工业出版社.2002(7):99-121.
[27]徐忠海.从产品生命周期到客户关系生命周期-企业营销理念的变化[J].经济管理.新管理2001(8).
[28]Jerome.McCarthy,William D.Perreault.Basic Marketing(Eleventh Edition),Homewood,IL60430Boston,1993:阿德里安.佩恩等编著.关系营销[M].中信出版社2002:
[29]于森.CRM的结构和内容解析[J].商业研究.2003(3)
[30]Rapp and Chuck Martin.Ax-e-marketing in the Net Future McGraw-HillCompany,2001,3:85-90
[31]佚名,2004-2006年房地产形势与预测.http://www.china.com./cn/chinese/2006/es/845968/.htm
[32]王化成,刘俊勇.客户赢利性分析-支持客户满意战略的方法[J].外国经济与管理.2001(3).
[33]徐忠海,黄拥军.被企业营销管理遗忘的角落:恢复客户关系管理[J].商业经济与管理.2001(9).
[34]周萍,童利忠,丁胜利.客户关系管理的新模式[J].经济师.2005(9)
[35]杜拉克,杜拉克管理思想全书.北京:九州出版社.2001.
[36]苏珊,德里克.提供最出色的顾客服务.北京:中国经济出版社.2003.
[37]B.H.施密特等.体验营销-销售的革命.南宁:广西民族出版社,2003.
[38]哈利,奥尔德.心对心的营销.北京:经济管理出版社.2006.
[39]帕翠珊,刘易斯.客户关系管理理念与实例[J].北京:机械工业出版社,2002.
[40]保罗,格林伯柏.实时的客户关系管理,北京:机械关于出版社,2002.
[41]周津宇.客户关怀全接触[J].企业研究.2005.12
[42]毋涛.面向客户参与设计的知识管理系统研究[M].新技术新工艺.2006.7
[43]童利忠,周萍.以客户为中心的流程再造[J].科技和产业.2005(10)
[44]肖丽云.房地产企业内部管理平台的建设及实施对策[J],中国房地产.2001(9):71-73.
[45]Sybase公司.数据仓库技术及其应用-分析型客户关系管理CRM.中国电子商务2001(6):66-68.
[2]陈全明,刘彩凤.培训管理[M].海天出版社.2003(4):38-46
[3]田同生.客户关系管理的中国之路[M].机械工业出版社.2001(8):146.
[4]田同生.CRM的中国之路.http://www.ctiforum.com/technology/CRM/2001/04/crm0401.htm
[5]董金祥,陈刚,尹建伟编著.客户关系管理CRM[M].浙江大学出版社.2002(12):142.
[6]田同生.CRM重在管什么[J].互联网周刊.2001(4).
[7]Jerome.Mccarthy,Willian.D.Perreault.Basic Marketing(Eleventh Edition),Homewood,IL30Boston,1993.
[8]Vikas.Mittal、Wagner.A.Kamakura,Satisfaction,Repurchase and Repurchase Behavior:Investigating the Moderate Effect of Customer Charactefistics,Joural of Marketing Research 2001(1)131-142.
[9]菲利普.科特勒,营销管理[M](第九版),上海人民出版社.1999(10):98.
[10]Jacquelyns,Thomas.A Methodology for Linking Customer Acquisition to Customer.Retention.Joural of Marketing Research 2001(2)262-268.
[11]郭晓凌,刘社建.关系营销的经济学分析[J].经济纵横.2001(3):52-53.
[12]田金梅.论顾客关系营销[J].经济纵横.2001(2):28-30.6
[13]转引自:任晴.仙妮蕾德公司客户关系管理研究[D].硕士学位论文.西安理工大学.2003(9):14.
[14]韩婷婷.浅谈客户关系管理及其机遇[J].管理世界.2001(4):212-213.
[15]孟韬,张东伟.企业与消费者的联盟:营销组织的新视角[J].中国流通经济.2001(2):54-56
[16]李显君.客户关系管理[J].企业管理.2001(3):49-50.
[17]徐忠海.从产品生命周期到客户关系生命周期-企业营销理念的变化[J].经济管理.2003(8):25-29.
[18]候桂凡.顾客资本的形成与管理[J].当代经济研究.2000(7):25-27.
[19]王化成,刘俊勇.客户赢利性分析-支持客户满意战略的方法[J].外国经济与管理.2001(3):17-21.
[20]刘秋雁.房地产开发与经营[M].上海财经大学出版社2004(8):65-69.
[21]林晓,陈刚.CRM提升我国房地产业服务水平的重要资源[J].华中科技大学学报.2004(2):104-106.
[22]范锋,陈文健.CRM企业客户管理的重塑,企业改革与管理[J].广州大学学报.2003(4):22-23.
[23]Janny C.Hoekstra,Eelko K R.E.Huizingh.The Lifetime Value Concept inCustomer-Based Marketing.Journal of Market Focused Management,1999,6:87-89
[24]Gilbert.A.Churchill.Jr.Basic Marketing Research[M],China MachinePress,2004(4):15-34.
[25]董潘,张奇编著.房地产经济概论[M].东北财经大学出版社.2001(8):45-70.
[26]孟凡强,王玉荣著.CRM行动手册:策略、技术和实现[M].机械工业出版社.2002(7):99-121.
[27]徐忠海.从产品生命周期到客户关系生命周期-企业营销理念的变化[J].经济管理.新管理2001(8).
[28]Jerome.McCarthy,William D.Perreault.Basic Marketing(Eleventh Edition),Homewood,IL60430Boston,1993:阿德里安.佩恩等编著.关系营销[M].中信出版社2002:
[29]于森.CRM的结构和内容解析[J].商业研究.2003(3)
[30]Rapp and Chuck Martin.Ax-e-marketing in the Net Future McGraw-HillCompany,2001,3:85-90
[31]佚名,2004-2006年房地产形势与预测.http://www.china.com./cn/chinese/2006/es/845968/.htm
[32]王化成,刘俊勇.客户赢利性分析-支持客户满意战略的方法[J].外国经济与管理.2001(3).
[33]徐忠海,黄拥军.被企业营销管理遗忘的角落:恢复客户关系管理[J].商业经济与管理.2001(9).
[34]周萍,童利忠,丁胜利.客户关系管理的新模式[J].经济师.2005(9)
[35]杜拉克,杜拉克管理思想全书.北京:九州出版社.2001.
[36]苏珊,德里克.提供最出色的顾客服务.北京:中国经济出版社.2003.
[37]B.H.施密特等.体验营销-销售的革命.南宁:广西民族出版社,2003.
[38]哈利,奥尔德.心对心的营销.北京:经济管理出版社.2006.
[39]帕翠珊,刘易斯.客户关系管理理念与实例[J].北京:机械工业出版社,2002.
[40]保罗,格林伯柏.实时的客户关系管理,北京:机械关于出版社,2002.
[41]周津宇.客户关怀全接触[J].企业研究.2005.12
[42]毋涛.面向客户参与设计的知识管理系统研究[M].新技术新工艺.2006.7
[43]童利忠,周萍.以客户为中心的流程再造[J].科技和产业.2005(10)
[44]肖丽云.房地产企业内部管理平台的建设及实施对策[J],中国房地产.2001(9):71-73.
[45]Sybase公司.数据仓库技术及其应用-分析型客户关系管理CRM.中国电子商务2001(6):66-68.