Real Estate Management: A focus on OY Group’s marketing strategy in GuangZhou, China
论文作者:51lunwen论文属性:短文 essay登出时间:2008-06-03编辑:点击率:4927
论文字数:17832论文编号:org200806032350034116语种:英语 English地区:英国价格:$ 66
关键词:Real Estate Managementmarketing strategy GuangZhou
Abstract
The application of Client-relation
Marketing has become a developing trend of current domestic real estate industry. The focus on client is beneficial for the long-term development of real estate enterprises. However, obstacles still exist in applying the
strategy. Customer Relationship Management (CRM) will inevitably become perfect in more and more practice. Through the study on the theory of client-value and client-relation marketing applied in real estate, this
thesis hopes to provide some guidance for enterprises to improve their managing abilities, optimize their marketing management behaviors so as to establish long-term advantages in competitions. Now many large real estate enterprises have applied CRM in their practice. Their success of applying CRM will enlighten the whole industry. The real estate enterprises which have adopted CRM software have made significant contributions to this industry. They can independently help the real estate enterprises solve problems in selling, marketing, service and other operation processes, and have raised the value of customers. Although nowadays most real estate enterprises have established the concept of service to the clients, there still exists great gap to real customer relationship management. Besides, there also exist some practical problems in the application of CRM in domestic real estate enterprises. This article may help to give some guidance for the application of CRM in domestic real estate industry.
ACKNOWLEDGEMENTS
Upon the completion of this thesis, I avail myself of the opportunity to express my heartfelt thanks to those who have helped during the preparation of this thesis and my study in the university.
My sincere and deepest gratitude goes to my respected supervisor Dr. Ogenyi.Omar for his encouragement in doing the present research, his patience and efforts in revising this thesis, and the constructive suggestions and critical judgments he has made for improvement. Without his help, this thesis would not have come into being.
I would also like to extend my thanks to other professors whose lectures have benefited me considerably during my study. I have enjoyed their teaching while absorbing nutrition from their lectures. Their enlightenment is of great help to the accomplishment of this thesis. My special thanks go to my friends for their extremely helpful advice, criticism, encouragement and friendship.
Finally, I am obliged to my beloved family for their great support and sacrifices during all these years.
Augest 2007 JIAMING DUAN
Table of Content
1. Introduction 4
1.1 The present real estate enterprises’ strategies
5
1.2 The present real estate enterprise’s CRM strategies
7
1.3 CRM is necessary under new economic situation
8
2. Literature Review 13
2.1 Nature of CRM 13
2.2 The problems of CRM’s application in domestic real estate enterprises 17
2.3 Analysis of real estate customer value creation 19
3. research designs and methodology 39
3.1 Research Design
39
3.2 Empirical study
39
3.3 The analysis of several practical strategies
45
4. Findings and Discussions 55
4.1 Findings 55
4.2 Further discussion
59
5. Conclusion 67
Bibliography
69
论文题目:“Real Estate Management: A focus on OY Group’s marketing strategy in GuangZhou, China.
截稿时间:六月和导师全部MEETING结束后.
字数15000(附件中有DISSERTATION GUIDELINES).
这个题目我觉得有些难做,导师也不是很喜欢,请问老师您
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