隨著時代的演進以及科技的進步,不管是在管理、策略或是組織架構,都隨著時代在求新求變,而在業務銷售的領域中亦如此。現代化之銷售策略有別於傳統,其在銷售的過程中必須以客戶的立場出發。本研究希望透過探討個人銷售流程(Personal Selling Process; PSP)與不動產產業相關銷售活動,藉此建立不動產PSP銷售平台。文中,首先建置不動產PSP架構;共六大階段,分別為潛在客戶開發、事前資訊了解、需求關係建置、實境銷售介紹、成交及追蹤及口碑維持推薦。本研究採用非監督式的類神經網路;自組織映射圖網路作為潛在客戶分群得的分析工具,並依據其不動產潛在客戶的特徵變數作為分類依據,初步分為16種潛在客戶集群,並提供一個業界未來設計不動產產業之SFA平台之雛型架構。最後,本文以一案例,進行驗證。
With the evolution of times and the advances in technology, not only management, strategy, and organizational structure that followed in the novelty and change, but also in the domains of sales. Modern marketing strategies are different with tradition, and it’s must be focus on process customer-oriented on outset in the selling process. We hope to explore the personal sales process (PSP) and the sales activities in real estate industry to build the PSP-based selling platform of real eatate. In article, we are building the real estate PSP architecture. It’s have six stages including development potential customers, understanding prior information, building demand relationship, reality sales and presentation, transaction with tracking, and maintain reputation. We use Self-Organizing Maps of unsupervised neural network as the analysis tool to conduct the cluster analysis for potential customers that we sort out 16 potential customers clusters. Finally, we provide the framework of the real estate sales force automation for the designing in the future.