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客户资本价值管理重视对客户与企业之间双向的价值的管理,它将客户视作企业重要的资本,是对更重视客户关系价值的客户关系管理(CRM)的完善及提升,有利于房地产企业对客户资本的管理。本文将客户关系管理与客户资本价值管理进行对比。通过对房地产客户生命周期的划分,分析了生命周期各个阶段的客户价值与客户关系价值的表现,重点突出了对房地产忠诚客户的分析,并以此为基础,探究了房地产企业进行客户资本价值管理的对策。
Customer Value Management emphasizes the management of bidirectional value between customers and enterprises. It regards customers as the important capital of an enterprise. It improves and improves Customer Relationship Management (CRM), which places more emphasis on customer relationship value, and is beneficial to real estate enterprises Management of customer capital. This article compares customer relationship management with customer capital value management. Through the division of life cycle of real estate customers, this paper analyzes the performance of customer value and customer relationship value in all stages of the life cycle, emphasizes the analysis of real estate loyal customers, and on this basis, explores the real estate enterprise customer value management Countermeasures.