Research On Evaluation Of Domestic Real Estate Information Website Based On Link Analysis

At present,with the rapid development of the Internet world,the Internet covers almost every corner of human society.According to the "Statistics Report on the 42 nd China Internet Development" released by the China Internet Network Information Center(CNNIC),as of June 2018,the number of Internet users in China reached 802 million,and the penetration rate reached 57.7%.With the continuous popularization of the Internet,the informatization process of the real estate industry is also accelerating.Many real estate companies have established their own websites,and increasingly professional real estate information websites have emerged as a result.An excellent real estate information website not only allows homebuyers to understand the dynamics of the real estate market,grasps the availability of information in a timely manner,and satisfies the decoration requirements before and after the purchase,but also promotes the continuous improvement of the benefits of real estate companies and related chain industries.Therefore,it is of great theoretical and practical significance to conduct a reasonable evaluation of the real estate information website.This article mainly uses the link analysis method,based on the analysis of the existing website evaluation index system,select evaluation indicators for domestic real estate information websites.After that,16 websites which monthly unique visitors exceed 1 million in the "Real Estate Information" section of May 2018 published by iResearch were selected as the research objects,collecting link data and traffic data corresponding to the evaluation indicators,using descriptive analysis,principal component analysis,gray relational analysis and other methods to analyze the data,evaluating the websites from multiple perspectives such as the external characteristics of the site,the overall rating,and the relevance of the metrics.Then,based on the results of the latter two analyses,ranking the websites separately.After that,the correlation analysis was used to compare the two rankings with the rank data given by the authority to determine the rationality of website evaluation based on link analysis.Finally,on the basis of summarizing the results of the full-text evaluation,some suggestions for website construction improvement are given.Through the comprehensive analysis of the research objects,this paper believes that the comprehensive construction level of the 16 real estate information websites can be roughly divided into three echelons.The level of construction between the websites in same echelon is not large,but the construction level between different echelons has a relatively obvious gap.Through analyzing the correlation between the evaluation results and the authoritative rankings,it is found that the principal component analysis evaluation method and the gray relational analysis evaluation method,both based on link analysis,can both better evaluate the construction level of the websites.Finally,this paper gives some suggestions for improvement from the content construction of the website,the exchange of the website,and the traffic construction of the website.