A Survey On Marketing Image Status Of Real Estate Enterprise And It's Analysis In Beibei

The marketing image of real estate enterprise refers to the relative public's general impression or evaluation on marketing activities and marketing management process instructed by marketing mind. With the real estate developer predicting the needs of customers and making the development, fixing prices, sales promotion etc. of real estate products and property service, to satisfy the public's needs in house property. The marketing image reflects the situation of the whole marketing activities and marketing management process of real estate enterprise.Based on the literature review, a preliminary questionnaire was made, and after conducting the exploratory factor analysis on it, the formal questionnaire was worked out. Then 600 subjects formed the group under the investigation. SPSS 12.0 for Windows was used in this research, and the reliability and validity of the questionnaire were tested. The result shows that:1. Self-made Questionnaire on the Marketing Image of Real Estate Enterprise had high reliability and validity. Through the exploratory factor analysis, the marketing image of real estate enterprise was categorized into five dimensions: marketing concept image, marketing management image, marketing personnel image, marketing product image and marketing asset image.2. Internal public had high evaluation on the marketing image of their enterprise. Every average score of five dimensions of marketing images was higher than 2.5.3. There was significant difference in the evaluation of each dimension of internal public with different educational background and vocational types, but no significant difference in the general marketing image.