Research On Performance Appraisal System Of The Real Estate Marketing In Development Zones

The real estate is not only a high profit but also a high risk trade,which success or failure is depended on the marketing to a great extent. The real estate enterprises constructing a project in the development zones are the special ones having the background of attracting investmemts and capitals to the development zones. Accordingly, their marketing are quite diffrent from the general real estate marketing characteristically. The distinctiveness is summarized as follows: both of economic cosciousness and service consciousness are important,furthermore, integrated in the marketing harmoniously.The distinctiveness of the marketing work decided that the marketing performance is a multidimensional structure, presenting the multidimensionality, diversity and dynamicality. Therefore, the performance appraisal system of the real estate marketing in development zones should be multiangle,multiposition and multigradation.Based on the above demands,some systematic performance appraisal techniques like the Balanced Scorecard (BSC) are used in this paper to build the performance appraisal sytem of the real estate marketing in development zones from four perspectives such as: the financial perspective (or: the primary performance goal), the customer perspective, the internal process perspective, the learning and growth perspective and the performance appraisal system includes three pieces of BSC finally: BSC of marketing department, BSC of office workers whose duties are to attract investments and capitals and BSC of office workers whose duties are services. The paper also makes a positive study with the example of a real estate company in the Ningbo Development Zone.On the basis of building the performance appraisal system, the paper goes a step further to establish the models that make the system linked up with the inspiring reward:the direct-linking model and the indirect-linking model.