Evaluation System And Influencing Factors Of Real Estate Customers

The real-estate sector is a pillar industry of our country and also an important part of the steady growth of our country’s economy.However,unstable factors within the industry and in the market make the real-estate sector face a severe situation.The country has also strengthened policy regulation on real estate sector.These factors make the real-estate sector competition has intensified and traditional marketing methods have been severely impacted.In this context,the marketing plan of residential real estate sector needs to be changed according to the market environment,especially in today’s normalization of the epidemic,companies urgently need to change their marketing thinking and adjust their marketing strategies in order to take the lead in the fierce market competition.At the time when customer needs are becoming increasingly diverse and individualized,differentiated marketing needs to be carried out for different customers.The foundation is that companies can effectively identify customer types and subdivide them.This article takes D company as an example,extracts customer characteristics based on its customer transaction data,and uses Analytic Hierarchy Process and Fuzzy Comprehensive Evaluation method to construct a customer evaluation system in the real-estate sector.First,based on customer relationship management theory,Customer evaluation theory,Analytic Hierarchy Process and Fuzzy Comprehensive Evaluation method,sort out the relevant factors that affect Customer evaluation,including customer demand characteristics,supporting facilities requirements and competitiveness requirements,and subdivide them into 11 After the members of the expert group score the importance of the indicators,the weight of each indicator is calculated through the mathematical model,and then the Fuzzy Comprehensive Evaluation method is used to give the fuzzy scoring interval to the evaluation indicators.Finally,the actual customer transaction data of D company Models and specific customers are rated and subdivided.The customer evaluation system constructed in this article can give quantitative scores to customers,so that customer levels become relatively comparable and have a better identification effect.Based on this evaluation system,companies can better segment customers and propose targeted marketing strategies.Finally,according to Customer evaluation and segmentation,this article proposes corresponding countermeasures from the characteristics of customer’s personalized demand,pricing method and marketing platform construction.