Fuzzy Comprehensive Evaluation On The Marketing Ability Of Real Estate Enterprises

With the competition of the real estate market increasing, it is critical for the real estate enterprises to enhance their own marketing ability .It requires enterprises to evaluate their own marketing capacity accurately and find the weak link to improve.In order to analysis the marketing capacity of the real estate enterprises, the paper applies the fuzzy comprehensive evaluation method to the evaluation of the marketing ability. The paper try to establish a complete evaluation index system of the marketing capacity of the real estate and use AHP to determine the target weight, finally Use the fuzzy comprehensive evaluation to evaluate the marketing ability of the real estate on the basis of the analysis of the characteristics of the real estate marketing in the case of the real estate enterprises in xi an .The main elements as follows:Chapter I, Introduction. The main topics of this paper are the background, purpose and significance, the study at home and abroad, the thought of the paper and the possibility of innovation.Chapter II, The basic theory of the evaluation of the real estate marketing ability .The chapter mainly defines the concept and the characteristics of the real estate marketing and the implementation steps of the AHP, fuzzy comprehensive evaluation of the law and the Delphi method.Chapter III, The evaluation index system of the real estate marketing capacity. This chapter mainly introduces the purpose, principles, the logical framework and the building methods of the evaluation index system.Chapter IV, The analysis of the Xihua comapy. Through field research, collecting information on the Xihua real estate enterprises , the chapter analysis the real estate company's marketing situation.Chapterⅴ, The implementation process of the fuzzy comprehensive evaluation on the real estate marketing ability .The chapter describes the application of the fuzzy comprehensive evaluation the marketing capacity of real estate taking Xihua as an example.Chapter VI, The recommendations to enhance the capacity of marketing of Xihua comapy. The chapter mainly telles the suggestions to enhance marketing ability of the Xihua. The paper presents the real estate marketing capacity evaluation index system and a quantitative evaluation of the marketing ability of the real estate enterprises .It also provides a complementary tool to improve the business efficiency and decision-making real of the estate enterprises.