Research On Dynamic Prevention & Control Of Real Estate Risks Based On Virtual Marketing

With rapid development of national economy and step up of People's standard of living, the real estate demands of consumption and investment is escalating in recent years, other industries interrelated have been made rapid progress promoted by real estate, now, real estate has become the mainstay in national economy. But, behind the flourishing phenomena of real estate, there are many conflicts, including structural contradictions, conflicts in system and conflicts of supply-demand unbalance. These conflicts bring many marketing risks to real estate enterprises. Along with lucubrating of real estate marketing, People's know- ledges in real estate marketing risks become more and more comprehensive. It is a significant subject for experts and scholars to study how to improve marketing efficiency, to prevent and control marketing risks. On the basis of research on related theories of real estate marketing risks, this paper analyzes the occurring reasons, characteristics and the orderliness of loss of real estate marketing risks, through the methods of combined qualitative and quantitative research , this thesis has studied on identify, analysis, evaluation and prevention and control countermeasures of real estate marketing risks. The author chooses chaos BP mixed algorithm as the method for evaluation of real estate marketing risks, and establishes a BP neural networks model, gives the training data, then use the model makes a probability calculating of real estate risks, this is a useful attempt in quantitative evaluation of marketing risks. The general evaluation of loss of real estate marketing risks is described through the application of AHP and Fuzzy Comprehensive Evaluation.The author has studied on real estate marketing mode and virtual organization theory, then gives a concept of virtual marketing of real estate. Facing to acuting change of macro economic environment, it needs virtual marketing for real estate enterprises. Through virtual marketing, the dynamic alliance is able to adapt to the change of outside environment, to catch the market opportunity rapidly, to realize agile manufacture, to realize inclusiveness, and share of risks and costs. Sharing risks and costs is the basically inner reason for virtual marketing.On the basis of acute change of marketing environment and the instability of dynamic alliance, this paper gives out the dynamic prevention and control mechanism of real estate marketing risks. It emphasizes that the risks should be real time charged and be responded timely, to give a judge for changed risk factors immediately, and to decide if it needs to take a measure to deal with it. This is a complementarity and extending for traditional theory of risks prevention and control.At last, on the basis of theories summarization and model establishment, the author collects a great deal of marketing risk data through hard works in CJH real estate development company and other enterprises in the dynamic alliance, then makes an experimental study. This paper analyzes the implementation effect of dynamic prevention and control mechanism for real estate marketing risks ,and gives some improvement and optimization countermeasures for dynamic prevention and control mechanism. It maybe helpful for sustainable development to real estate enterprises.