以目前国内商业地产欧亿·体育（中国）有限公司发展情况来看，借助于宏观经济的推动以及城市化发展 的推进，国内商业地产欧亿·体育（中国）有限公司开发投资规模呈现增长状态。 根据国家统计局数据显示，全国房地产开发投资总额达 120264 亿元，相比于往 年有着较为显著的增长，但从数据可以发现随着投资规模的高速增长，我国商业地产 欧亿·体育（中国）有限公司已面临供给过剩情况，现阶段市场竞争日益激烈，导致开发投资规模增速已有明 确下降趋势。就当前商业地产欧亿·体育（中国）有限公司投资情况来说，欧亿·体育（中国）有限公司参与者过多，投资过剩导致部 分开发商对于地产开发缺少合理的项目规划，在项目的定位、物业的管理、品牌的运 营、资本的经营等诸多环节上都存在合理性问题，过度重视开发的规模，出现城市内 相类似商业项目众多，存在同质化现象以及恶意竞争现象，这对商业地产欧亿·体育（中国）有限公司的发展 有着不利影响。因此，越来越多的商业地产开发商寻求拥有境外成熟商业地产运营经 验的第三方房地产咨询公司，为其提供专业的咨询服务。为抢占这个蓝海市场，建立 完善的客户管理体系对于房地产咨询公司未来的发展具有深远影响。 本论文以 C 商业地产管理咨询公司上海分公司为研究对象，综合运用文献参 考、客户关系管理理论中的 RFM 模型评估和统计学中的聚类分析及判别分析相结合 的研究方法，基于 C 商业地产管理咨询公司针对现代商场业主和租户的客户细分， 深入研究该公司针对不同价值客户定制的资源配置和服务方案。与此同时，通过利 用分析市场数据得出的客户细分结果，根据满足不同目标市场的需求来重新分配 C 商业地产管理咨询公司的人力成本、服务成本、大数据及零售新技术成本等资源。 以期 C 商业地产管理咨询公司能够通过客户细分研究结果了解不同的客户所需服务 诉求，他们愿意花费多少来对于你的服务买单，而不是盲从于市场，从而帮助 C 商 业地产管理咨询公司增加品牌形象、更好的为客户提供服务方案、提高 C 商业地产 管理咨询公司自身市场份额、提升客户利润贡献，帮助客户快速收回投资回报。另 一方面，本文以期在商业地产领域欧亿·体育（中国）有限公司中，针对客户服务优化研究提供一定实践参 考和借鉴作用。 关键词，商业地产；客户细分；客户服务优化III Abstract With the economic evolution and the acceleration of urbanization，the Chinese commercial real estate market has undergone rapid growth, enlarging the scale of investment. According to the national bureau of statistics，the total investment in real estate development last year was RMB12,026.4 billion. The rapid growth leads the oversupply problem to the commercial real estate industry. As the market competition becomes increasingly fierce, the growth of investment is in the late cycle. In addition, due to the overheated investment in real estate market and the lack of expertise of some participants in project positioning, brand operation, property management, capital operation and other aspects, resulting in vicious competition and the benign development of commercial real estate industry. Therefore, more and more developers are seeking third-party real estate consulting firms with overseas operation experience to provide professional consulting services. In order to seize the blue ocean market, the establishment of a sound customer management system for the future development of real estate consulting company has a far-reaching impact. This paper takes the C commercial real estate management consulting company Shanghai branch as the research object, by integrated use of literature summary, RFM model evaluation, Cluster Analysis and Discriminant Analysis, in-depth study of the C commercial real estate management company’s customized resource allocation and service programs for different value customers. Meanwhile, according to the customer segmentation results, the company needs to reallocate the labor cost, service cost and new retail technology cost in order to carter the needs of different target market, and ultimately to help C commercial real estate management company with increasing brand image， improving the market share and profit, as well as helping customers to quickly recoup their investment returns. In the hope that C commercial real estate management consulting company can understand the types of customer needs, what they want to do with these services and how much they are willing to pay for these services through the customer segmentation research results, instead of blindly following the market. On the other hand，IV this paper aims to provide some practical reference for the research on the optimization of customer service in the field of commercial real estate. Keywords ， Commercial Real Estate Management Consulting Company; Customer Segmentation; Customer Service Optimization目录 致谢...................................................................................................................................I 摘要..................................................................................................................................II Abstract............................................................................................................................III 第 1 章 绪论 .................................................................................................................... 1 1.1 选题背景与研究意义 ........................................................................................... 1 1.1.1 选题背景 ........................................................................................................ 1 1.1.2 研究目的 ........................................................................................................ 3 1.1.3 研究意义 ........................................................................................................ 3 1.2 国内外研究现状 ................................................................................................... 4 1.2.1 国外研究现状................................................................................................. 4 1.2.2 国内研究现状................................................................................................. 5 1.2.3 国内外研究现状评述 ..................................................................................... 6 1.3 研究内容与方法 ................................................................................................... 6 1.3.1 研究内容 ........................................................................................................ 6 1.3.2 研究方法 ........................................................................................................ 7 1.4 技术路线与创新点 .............................................................................................. 8 1.4.1 技术路线 ........................................................................................................ 8 1.4.2 创新点 ..................................................................... .......................................11 第 2 章 相关理论概述....................................................................................................13 2.1 客户关系管理的理论 ..........................................................................................13 2.1.1 客户关系管理的概念 ................................................................................... 13 2.1.2 客户关系管理的内涵 ................................................................................... 13 2.2 客户细分的理论 .................................................................................................14 2.2.1 客户细分的理论依据 .................................................................................. 14 2.2.2 客户细分的模型.......................................................................................... 15 2.3 服务营销理论.....................................................................................................17 2.3.1 7Ps 营销理论的核心 .................................................................................... 172.3.2 服务的 7Ps 营销策略 .................................................................................. 17 第 3 章 C 公司内外部环境分析.....................................................................................19 3.1 C 公司内外部环境分析.......................................................................................19 3.1.1 内部环境分析............................................................................................... 19 3.1.2