基于知识管理动态过程的房地产开发企业客户危机管理：一项案例研究

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浙江财经学院硕士学位论文

摘要

随着房地产行业的发展，房地产市场竞争已由营销竞争、产品竞争阶段转向

服务竞争阶段。客户成为房地产开发企业最为重要的资源，客户战略已经成为房

地产开发企业的新型战略之一。近年来，由于房地产市场不规范、房地产开发流

程的复杂性，企业经营实力不足、客户期望过高以及维权行为不理智等因素导致

了房地产行业客户危机频发。在客户危机事件处理中，有些房地产开发企业善于

处理危机，利用危机事件有效进行企业宣传；有些企业因为经验缺乏、准备不充

分等原因未能化解危机，严重影响到公司的信誉和经营。显然，如何对房地产开

发企业客户危机进行管理，增强开发企业的危机预防和处理能力，使企业摆脱危

机，这是一个迫切需要研究的理论和实践难题。

因此，本研究选取浙江圣奥置业有限公司——一个具有代表性的新进入房地

产开发企业作为研究对象，试图通过对浙江圣奥置业有限公司两次客户危机管理

事件的深度研究，识别影响客户危机管理成败的关键因素，探究组织学习模式的

演进过程，探索新进入房地产开发企业客户危机管理机制。

通过浙江圣奥置业有限公司两次客户危机管理的纵向案例研究发现：（1）房

地产开发企业客户危机处理的关键性因素主要集中在客户危机事前管理、事中管

理和事后管理三个阶段，需要建立企业客户危机文化，企业高层管理者的重视和

参与，建立客户危机管理制度，形成专门的客户危机知识管理系统和重视媒体管

理。（2）房地产开发企业客户危机管理中组织学习的模式与企业客户危机管理知

识存量和危机发生状态往往存在着规律性的演化联系，随着知识存量的增加和客

户危机处理能力的增强，企业的组织学习模式会相应地从渐进式学习向变革式学

习模式演进。（3）将房地产开发企业知识管理与客户危机管理进行战略性整合，

形成应用层、管理层、知识层三者互动的客户危机管理机制。

关键词：新进入房地产开发企业；知识管理；组织学习；客户危机管理；

案例研究

浙江财经学院硕士学位论文

ABSTRACT

With the development of real estate industry, customer resource has been becoming

more and more important for the real estate enterprise. Customer strategy has becoming

one of the new strategies of real estate development companies. In recent years, real

estate enterprises are forced to face destructive crises frequently. There are many

reasons account for it. Such as the irregularity of the real estate market, the complexity

of the development process, loan restrictions and customer complaints. But the most

common crisis happened in real estate is the customer crisis. Some companies are good

at dealing with the customer crisis, they use the crisis effectively as a chance for

corporate propaganda. However, due to lacking of experiences or preparedness, some

can not handle the crisis well and cause negative effects. So it’s the right time for the

real estate enterprises to introduce customer crisis management to deal with various

crises, which can help the real estate enterprises avoiding crises, reducing the loss of

enterprises, protecting the brand image and improving enterprises management.

This paper uses case study method and selects Zhejiang SUNON Properties, a

typical new real estate enterprise, as the object of study. By anglicizing the two

customer crisis, the research tries to identify the key factors in customer crisis

management of real estate enterprises, explore the process of organizational learning

model and form customer crisis management system of real estate enterprises.

Taking the customer crisis management which happened in Zhejiang SUNON

Properties, we make specific case study. The analysis comes to the conclusion that: (1)

The key factors of the customer crisis management in real estate enterprise mainly focus

on three stages: Pre-crisis, Crisis, Post-crisis. Real estate enterprise needs to create crisis

culture, build customer crisis management system, form knowledge management

system and emphasis on media management. Top-level executives must pay attention to

crisis management and participate in it. (2) With the storage of crisis management

knowledge increasing, the organizational learning model changes from incremental

learning to reform learning. (3) The knowledge management and crisis management of

real estate enterprise needs strategic integration. The paper aims to construct a customer

crisis management system which makes an interaction of application layer, management

layer and knowledge layer.

浙江财经学院硕士学位论文

Keywords: New real estate enterprises; Knowledge management; Organizational

learning; Customer crisis management; Case study

III

浙江财经学院硕士学位论文

第一章绪论 .................................................................................................................1

第一节问题的提出 .............................................................................................1

第二节研究目标 .................................................................................................2

第三节研究的意义与创新 .................................................................................3

第四节内容架构与技术路线 .............................................................................3

第二章文献述评 .........................................................................................................6

第一节国内外客户关系管理的研究现状 .........................................................6

第二节房地产开发企业客户关系管理研究现状 .............................................8

第三节房地产开发企业危机管理研究现状 .....................................................9

第四节评述 .......................................................................................................13

第三章概念界定与理论基础 ...................................................................................15

第一节关键概念界定 .......................................................................................15

第二节理论基础 ...............................................................................................16

第四章研究方法与案例背景 ...................................................................................23

第一节研究方法 ...............................................................................................23

第二节案例背景 ...............................................................................................23

第三节数据来源 ...............................................................................................25

第四节数据分析 ...............................................................................................26

第五节研究分析单元 .......................................................................................26

第六节研究流程 ...............................................................................................27

第五章案例分析 .......................................................................................................28

第一节 “停牌”事件的客户危机管理................................................................ 28

第二节 “口水战”事件的客户危机管理............................................................ 32

第三节纵向比较与案例讨论 ...........................................................................42

第六章研究结论与展望 ...........................................................................................46

第一节研究结论 ...............................................................................................46

第二节研究局限与展望 ...................................................................................50

参考文献 .....................................................................................................................52

附录...........................................................................................................................58

附录一圣奥置业相关文献资料清单 ...............................................................58

附录二访谈相关人员名单 ...............................................................................59

附录三访谈提纲 ...............................................................................................60

附录四访谈资料编码 .......................................................................................61

附录五发表的学术论文及主持或参与的科研项目 .......................................67

致谢...........................................................................................................................68

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摘要：

浙江财经学院硕士学位论文摘要随着房地产行业的发展，房地产市场竞争已由营销竞争、产品竞争阶段转向服务竞争阶段。客户成为房地产开发企业最为重要的资源，客户战略已经成为房地产开发企业的新型战略之一。近年来，由于房地产市场不规范、房地产开发流程的复杂性，企业经营实力不足、客户期望过高以及维权行为不理智等因素导致了房地产行业客户危机频发。在客户危机事件处理中，有些房地产开发企业善于处理危机，利用危机事件有效进行企业宣传；有些企业因为经验缺乏、准备不充分等原因未能化解危机，严重影响到公司的信誉和经营。显然，如何对房地产开发企业客户危机进行管理，增强开发企业的危机预防和处理能力，使企业摆脱危机，这是一个迫切...

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