摘要
对于房地产建设项目的开发管理而言，房地产咨询业有着极其重要的核心地位，可以说房地产咨询业在房地产建设项目的运作开展过程中，房地产咨询业贯穿于其运作全程。随着现代房地产咨询公司在数量上的提升，在面对客户关系的处理过程也展现出了一定繁琐度的提升。因而来说，为了更好推动房地产建设项目的开发管理顺利进行，必须强化对于房地产咨询业中的良好客户关系处理，通过有效的客户筛选甄别出具有较高价值的客户，并同其建立一种长期的稳定合作关系。只有全面的提升房地产咨询业的客户满意度，才能有效的提升企业在市场竞争过程中的盈利能力展现，同时也能够更为有效的推动企业优化发展。
CRM系统正是基于这种需求，帮助房地产咨询公司高效地进行客户关系管理，因此在房地产咨询业得到广泛的应用。本文就将以此为研究课题，以DTZ为例，讨论房地产咨询业如何进行客户关系管理分析与研究。本文的研究意义在于，通过讨论如何建立完整、统一、规范的客户数据库，并且针对如何利用CRM系统强化以客户为核心的自动化功能，实现全过程的精细化管理，还有基于价值的客户细分，和建立完善的客户服务体系，全面提升客户体验，提高客户忠诚度，最终实现客户全生命周期管理。相信本文的研究也将为相关的学者提供有益的参考。
本文主要内容将分为六章。第一章为绪论，主要介绍本文选题背景、意义、研究思路和方法，国内外研究综述，论文的框架和重点。第二章是客户关系管理的相关理论研究，包括客户关系管理基本理论、发展背景、系统功能，还有客户价值理论、客户满意度理论及相关的市场营销学理论。第三章是关于房地产咨询企业客户关系管理研究，比如房地产咨询企业如何进行客户界定，房地产咨询企业客户关系管理的特殊性，房地产咨询业客户关系管理战略必要性分析等。第四章讨论了DTZ客户关系管理现状分析及存在的问题，阐述了DTZ客户关系管理现状及客户管理模式存在的问题。第五章则是根据以上这些问题讨论了DTZ利用CRM系统进行客户关系管理措施，除了系统技术要求和工作流程分析外，针对现有问题提出针对性的改善措施。最后一章是研究结论和展望，归纳了本文的基本结论及论文的局限性和进一步研究的展望。
关键词：客户关系管理；房地产咨询业；DTZ
Abstract
The real estate consulting industry plays an important part in the real estate development and management, which runs through the whole process in the real estate operation. With the number of customers increased, the real estate consulting firms find their customer management become extremely difficult. So it is urgently for the real estate consulting firms to perfect their customer relationship management system in order to select valuable customers, which helps to improve their profitability and capacity of survival and development in the fierce competition.
Based on this demand, the CRM system helps the real estate consulting firms to improve their efficiency in customer relationship management, which is widely used in the industry. The paper on this research will take DTZ as an example to discuss how real estate consulting firms manage customer relationship. The significance of this paper is that by discussing how to build a complete, unified and standardized customer database and how to use the CRM system strengthen the automation, realizing the fine management of the whole process and subdividing the customers to improve customer service and experience system, ultimately achieving the customer life cycle management. Believe that this research will also provide a useful reference for relevant scholars.
The main content of this paper is divided into six chapters. The first chapter is the introduction, which mainly introduces the background, significance and research approaches, domestic and foreign research summary, framework and the key points of this paper. The second chapter is the related to the research of customer relationship management, which includes the basic theory of the customer relationship management, development background, system function, the customer value theory, the theory of customer satisfaction and some related theory of marketing. The third chapter further discusses the special analysis of customer relationship management in real estate consulting firms, such as how to define the specific customers the distinctiveness of customer relationship management in real estate consulting firms, strategy necessity of customer relationship management in real estate consulting industry. The fourth chapter discusses the analysis of the current situation of customer relationship management and the existing problems in DTZ and expounds the existing status of the customer relationship management and problems in customer management. In the fifth chapter, we mainly discuss how to improve the customer relationship management by using the current CRM system for other solutions to those problems in the previous chapter. The last chapter is the conclusion and prospect, which summarizes the basic conclusions and the limitations of the paper and the prospect for further study.
Keywords：Customer Relationship Management, Real Estate Consulting Industry, DTZ
目录
致谢 I
摘要 II
Abstract III
第1章 绪论 1
1.1选题背景及研究意义 1
1.1.1选题背景 1
1.1.2研究意义 2
1.2国内外研究综述 2
1.3研究内容与技术路线 5
1.3.1研究内容 5
1.3.2研究思路与方法 6
第2章 客户关系管理及相关理论研究 7
2.1客户关系管理基本理论 7
2.1.1客户关系
