Research On Improvement Of Marketer Motivation System Of F Real Estate Company

The real estate industry of China has experienced rapid development in recent decade.In 2018,the total sales revenue of house selling has accomplished RMB 15 trillion,an increase of 3.4 times compared with RMB 4.4 trillion 10 years ago.In the process of rapid growth of the industry scale,the competition pattern has changed significantly.Specifically,1.The differentiation of real estate market in various cities has continued to increase;2.The difficulty of multi-project management has increased;3.The concentration of the industry has continued to rise;4.The competitive advantage of large real estate companies has become more obvious.As the mainstream way of rapid scale in the industry,the core competence behind fast turnover operation is that the marketing ability of enterprises is strong and reliable enough to ensure the safety of cash flow and the level of high asset turnover.F Real Estate Company is in the top 50 position in the industry,facing unprecedented competitive pressure.It hopes to break through 100 billion sales in three years and enter the top 30 of the real estate industry in order to keep the status.In order to achieve this goal,the strengthening of marketing functions,especially the optimization of Motivate System,has become the core issue.This paper is divided into six chapters.Chapter 1 is the introduction,which mainly explains the research background,objectives,significance and methods.Chapter 2 summarizes the theory of motivation,including four main types of motivation theory,comprehensive compensation theory,behavioral economics and papers on brain neuroscience.Chapter 3 F real estate company marketing staff motivate status quo,through interviews,data access and questionnaire survey methods to understand the status quo and problems.Chapter 4 The existing problems and causes of the current Motivate System,classified,summarized and sorted out the problems,and the reasons behind them are deduced.Chapter 5 Optimizing scheme of Motivate System,putting forward a complete optimization model,and explaining the relationship between each module,forming optimization suggestions.Chapter 6 summarizes and prospects.In this paper,the motivation problem of marketing staff in F Real Estate Company is taken as the research object,and a targeted motivation system optimization model is put forward by using comprehensive research methods to collect information and analyze.The factors such as enterprise strategic objectives,business objectives,management objectives,employee demands and current situation foundation are considered comprehensively,and many concrete measures and suggestions are putting forward.