| 浅析客户关系管理（CRM）在房地产企业中的运用 |
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| 引用本文： | 曹小琳,熊洪波.浅析客户关系管理（CRM）在房地产企业中的运用[J].土木与环境工程学报,2006,28(1):111-114. |
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| 作者姓名： | 曹小琳 熊洪波 |
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| 作者单位： | 重庆大学,建设管理与房地产学院,重庆,400045 |
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| 摘 要： | 客户关系管理(Customer Relationship Managment,CRM)是一种旨在改善企业与客户之间关系,提高客户忠诚度和满意度的新型管理机制。从CRM内涵谈起,阐述了CRM的系统结构;侧重从企业核心竞争力的角度,论述了在电子商务环境下CRM在房地产企业中的运用,并指出CRM系统运用效果的好与坏需要从多个角度进行综合评价。
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| 关 键 词： | 客户关系管理(CRM) 房地产企业 综合评价体系 |
| 文章编号： | 1006-7329(2006)01-0111-04 |
| 收稿时间： | 2005-09-25 |
| 修稿时间： | 2005年9月25日 |
Preliminary Analysis of Application of CRM in the Real Estate Enterprise |
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| CAO Xiao - lin,XIONG Hong - bo.Preliminary Analysis of Application of CRM in the Real Estate Enterprise[J].Journal of Civil and Environmental Engineering,2006,28(1):111-114. |
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| Authors: | CAO Xiao - lin XIONG Hong - bo |
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| Affiliation: | College of Construction Management and Real Estate, Chongqing University, Chongqing 400045, P. R. China |
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| Abstract: | Customer Relationship Managment is a kind of new-type management mechanisms that aims at improving the relation between the enterprise and customer and increasing the customer's loyalty and satisfaction.This thesis begins with the connotation of CRM and explains the structure of CRM system.Then the thesis lays particular emphasis on describing CRM application in real estate enterprises under the environment of e-commerce in terms of enterprise's key competitiveness.It is pointed out that a comprehensive appraisal from multiple angles should be carried out to evaluate the CRM system. |
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| Keywords: | customer relationship management(CRM) real estate enterprise comprehensive appraisal system |
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