The Performance Evaluation Of Commercial Complex Of Marketing Based On AHP

With the rapid development of our country's economy, the commercial complex as the main form of commercial real estate. For a large number of places in the city. Go to the shopping square consumption gradually becoming a fashion patterns. In addition, the magnitude of the various commercial real estate enterprise to carry out marketing activities is growing. In face of the large inputs, the evaluation of commercial complex marketing become particularly important. And with the number of commercial real estate development, the operation mode of the commercial complex appeared "only rent unsold". Rental and other forms, because the first way of commercial complex. Therefore this article selects "only rented unsold" type of performance evaluation of commercial complex as marketing research object.Marketing by an appropriate evaluation model, comparing the target data in the index system, according to the evaluation criteria to achieve evaluation. Marketing Performance helps companies understand the pros and cons in the whole process of marketing. To find out the important parts in marketing activities. And this will provide guidance for the follow-up work. This have important meanings for the performance of corporate marketing activities, create cultivate brand loyalty businesses. Given the tough market conditions, as well as the important meanings of the commercial real estate business, the study of complex business marketing performance has practical significance.Firstly, we studied the developments of the foreign commercial complex and marketing at home. And we researched status of mathematical methods applied in performance evaluation, then done a literature review to prepare for the next commercial complex Marketing Performance Evaluation System establishment and mathematical analysis. Through analysis and comparison, I believe that method of AHP can determine the feasibility of index weights, so I choose it as an analysis method, and put more times on this part.On the basis of the researching of China's commercial complexes. We had fond out the development types of commercial real estate marketing model and the problems, as well as the succeed experience of some commercial real estate business. And depend on this, I had analyzed the uniqueness of commercial complex business activities. I also had got the current development situation of marketing performance, and picked up the indicators. These indicators include indicators of economic performance, competitiveness, performance, impact performance indicators, network marketing metrics. As the "rent not sell" business model has to face not only complex business, but also the consumer marketing situation, these indicators can be a good example of their performance, and can reflecting the real situation of commercial complex marketing campaigns. And then I had selected the industry and the business plan objective criteria for the evaluation criteria.Then, we had researched the enterprise of G as the example, which based on the evaluation system. And collected the Indicator data. I mainly take the way of expert advice scoring manner, and identify indicators using Analytic Hierarchy Process weight. I evaluated the right marketing performance based on indicators of weight-to-business marketing activities. So that I can analyze the advantages and disadvantages of its marketing activities, and make recommendations for them.At the end of the article, we summarized the entire study. We have recognized the advantages and disadvantages of this study. And rethought the performance evaluation of the content and methods, summed up the common parts of such empirical research. We had pay attention to the process of research problems. And we made specific recommendations for the type of rent not buy commercial complex enterprise to help them solve difficulties. Noting the important parts to the commercial complex marketing campaigns. Also through writing this article, the author had learned a lot for the further study.