The Demonstration Research Of The Evaluation Of The Real Estate Marketing Ability

After more than 20 years of development, China's real estate industry has experienced from scratch the process to help Chinese urban citizens to solve the housing shortage and is also becoming one of the pillar industries in China's national economy. Due to the connections with related industries, its industrial chain length, a high correlation, a number of complementary products, the real estate as the leading industry of China's economic growth and its prosperity will lead the development of related industries such as construction, building materials, transportation, energy, metallurgy, light industry, chemical industry, electronics, telecommunications, machinery, etc. more than 50 industries over 2000 varieties. For China's current development situation of the real estate industry, real estate marketing is an important factor affecting the rapid development of the real estate industry of China, while there are many shortcomings in the capacity assessment of China's real estate marketing. Marketing capacity assessment is conducted on the basis of completion of the entire marketing, and conducts a comprehensive and systematic analysis and evaluation for the marketing strategy for enterprises to develop, implement strategy and marketing security, and so on aids of helping provide a tool for decision-making and improve management of real estate enterprises.This thesis focuses on the establishment of assessment system of the real estate marketing competency and the evaluation of application of new models and AHP right A real estate marketing capabilities. The full text divides into seven parts, each part of the main elements are as follows:The first part is the preface, which mainly presents the research background, research situation in this field at home and abroad, noting the purpose and meaning of this study and the main content, as well as the main framework of the thesis.The second part is the introduction the marketing capabilities of the real estate involved in the basic concepts and basic theory.The third part is to determine the assessment index of the real estate marketing ability and the establishment of evaluation model, which first proposed establishment principles for evaluation index system of marketing capability; and then the analysis for assessment model of marketing competency, mainly to settle indicators, indicators weights and how to determine the established evaluation model. The fourth part describes the basic situation of real estate company and marketing conditions.PartⅤis the empirical research of this article, determining the object of study for A real estate company, with the third part of the methods and models combine the information received, the company's marketing capabilities of the A's score for each index is estimated that the final scores obtained marketing capabilitiesIn PartⅥ,the evaluation results were analyzed, and how to improve marketing ability A company were given several suggestions.PartⅦis the conclusions of the full text, summarizing the main conclusions of this study, the article's innovations and shortcomings.