The Evaluation Model Of Real Estate Enterprise Marketing Quality Construction And Application

As a pillar industry in national economy, real estate industry plays an important role in meeting people's housing demand and promoting economic development. As the buyer's market gradually forms, consumers gradually become reasonable in house purchase decision-making, and their requirement on the quality of real estate products continues to increase. Quality is the fundamental nature of real estate products. It has become urgent for real estate enterprises to make researches on setting up quality concept and implementing quality marketing. Currently, the main theory bases for the practicing of real estate marketing are general marketing theories and comparative mature real estate marketing theories from abroad. The confirmation of marketing skill and methods are mainly based on the marketing planning which is not very mature itself. The whole marketing practice lacks systematic theory guide which suits the features of the development of real estate market. Real estate products are of great value and long period, and consumers'purchase behavior is a kind of complex background of buying behavior. As the market matures and the competition intensifies, it has become impossible to meet consumers'demand and deal with keen competition situation merely by the guide of general marketing theories and drawing lesson from foreign real estate marketing by pieces. It is a must to conduct systematic thinking on specific real estate market.This paper takes quality marketing of the real estate as research topic, and analyzes the current situation of real estate marketing and factors that confine real estate marketing in Wuchang City Heilongjiang Province. According to large amount of literature consulting, theories that take quality marketing of real estate enterprises as direct research objects are found to be very rare, and these theories are about the application of policies of real estate quality marketing. This paper discusses the construction of quality marketing system of real estate enterprises, and also discusses the specific application of quality marketing implementation and evaluation respectively. This paper especially conducts quantitative analysis on evaluation index and determination of implementing effects, and provides an effective method for real estate enterprises to conduct self-assessment on quality marketing. Researches on these issues will help real estate enterprises to understand customers'demand better, adopt targeted marketing policy, improve customer satisfaction, achieve proper proportion of demand and supply of real estate market, resolve problems such as structural disequilibrium and customer complain in real estate market, and promote the coordinated and balanced development of real estate market. Therefore, researches of this paper on implementing policy and evaluation of quality marketing of real estate enterprises will help real estate enterprises to implement quality marketing better and improve customer satisfactory.This paper contains four research methods including literature consulting, combination of theory and practice, questionnaire survey and comparison analysis. By large amount literature consulting and internet searching, this paper systematically summarizes and analyzes research outputs and methods of quality marketing at home and abroad. With the current marketing situation of real estate enterprises in Wuchang City Heilongjiang Province, this paper elaborates the significance for real estate enterprises to implement quality marketing. This paper also systematically analyzes the reasons for quality problems of real estate enterprises by conducting Service Quality Model, and, based on this, works out basic framework for quality marketing system of real estate enterprises, and conducts the discussion on implementing policy as well. This paper conducts researches on the application of quality marketing model of real estate enterprises by methods of questionnaire survey, mathematical statistics and analysis of hierarchy process. Researches indicate that quality marketing is necessary for the development of real estate enterprises, and the enterprises should begin with products functions, neighboring environment and marketing communication to improve customer satisfaction. Based on relevant theories, this paper conducts a deep discussion and analysis on the theory of real estate marketing, marketing methods and the methods to perfect.