The Research Of Online-marketing Achievements Appraisal Of Real Estate Firm

In the twenty-first century, with the Internet and the electronic informationtechnology developing rapidly, digitizing and networking have become the sign of theera. The technological revolution basing on Internet technology has greatly changed theenterprises’ marketing activities. Network marketing has become an important way forenterprises to carry out marketing activities. With regard to real estate enterprises, as theindustry getting mature, there is more fierce competition among real estate enterprises,and their marketing concept has converted from the standpoint of focusing on theenterprises to that of focusing on the customers. As a new marketing mode, networkmarketing realizes the fast interactive between enterprises and customers and meets thepersonalized needs of customers, so the real estate enterprises begin to pay attention tothe network marketing. But, when network marketing developed, there are notreasonable, scientific indexes and methods to evaluate the performance of real estateenterprises’ network marketing activity. So, enterprises are unable to analyze merit anddefect of network marketing activity and adjust the marketing activity in time, not to saymake the right decision for future marketing activities.This article aims to summarize and provide the result of the real estate enterprises’network marketing. At first, beginning with the concept of the network marketing, thispaper expounds the basic theories of network marketing, compares network marketingwith traditional marketing and online marketing, and concludes the characteristics ofnetwork marketing. Then, the connotation and the basic method of network marketingperformance evaluation are analyzed so as to lay the foundation for the real estateenterprise network marketing performance evaluation. Moreover, this paper analyzesthe present situation, characteristics, objectives and problems of the real estateenterprise network marketing. Also, the common ways to carry out the real estateenterprise network marketing, such as e-mail, network advertisement, micro-blog aresummarized. Besides, further research on the application of these methods in real estatemarketing activities is made. Finally, an index system to evaluate the performance ofnetwork marketing is proposed, basing on summarizing other scholars’ research onnetwork marketing performance evaluation. According to the above analysis for thepresent situation and characters of the real estate network marketing, the paper choosesappropriate indexes to assess the real estate enterprises’ network marketing performance and establishes the performance index system for the real estate enterprise. At last, theAHP and grey relational grade analysis are utilized to give an overall merit to the realestate enterprises’ network marketing performance. Then, a case study about ZCompany is made.The paper doesn’t only offer the suitable index system and method for our country’sreal estate enterprises to estimate network marketing performance, but analyze theseproblems in need of improvement to provide decision reference for the real estateenterprises to develop network marketing better, by displaying the process of estimationand analyzing the estimation result.