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Research of Customer Relationship Management in Construction Enterprise

Author: LiPanYan
Tutor: WangXueQing
School: Tianjin University
Course: Business Administration
Keywords: CRM Construction Enterprise Consumer Value Customer Satisfaction Rate
CLC: F426.92
Type: Master's thesis
Year: 2010
Downloads: 298
Quote: 1
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Abstract


Customer Relationship Management (CRM) is inevitably becoming an important approach, in front of the increasingly normative and fiercely competitive construction market. Through the method of CRM, maintained customer loyalty (CL) and customer retention rate, ameliorated customer value, exalted enterprise core competence, competitive advantage and economic benefits are achieved. Customer Relationship Management (CRM), as a new combination of the modern advanced management theories and information technology, was introduced to Construction Industry recently. Short-dated implementation having not brought a great satisfaction with success rate of application, suggests that there are some hindrance to the actualization of CRM in architectural field.This paper, first, summarizes the phylogeny of CRM and analyzes the applications of CRM in China, and then proceeds with CRM and characteristics of construction enterprise, analyzes the problems of applications of CRM in construction industry and explains the effects of CRM in construction industry. Second, the paper analyzes the particularity of construction industry and customer relationship in construction industry, and identifies the misunderstandings of CRM in construction industry. Third, the paper analyzes the business processes of customer relationship in construction industry, and puts forward the steps of implementing CRM in construction industry, and analyzes the difficulties of implementing. At last, the paper gives an example of implementing CRM in CX Company.The research of this paper plays an important role in exploring how to apply CRM thought to construction enterprises, so as to improve customer satisfaction, create more customers’value of the construction enterprises and enhance the core competence.

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CLC: > Economic > Industrial economy > China Industrial Economy > Industrial sector economy
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