Study On The Marketing Competitiveness Of Real Estate Development Enterprises

The core ability of enterprises is the key to sustainable development for enterprises, and is the source of competitive advantage. Marketing competitive power belongs to one of the competitiveness of enterprises, but also the core competitiveness of enterprises in the center is the marketing of the core competitive power. In the market economy environment, market leading products, marketing competitiveness determines the Survival and development of enterprises.At present, our real estate enterprises begin from extensive model turn to intensive model management. In the face of fierce competition in the market, the real estate enterprises have their core competence to obtain sustainable competitive advantage is very important. How to define, evaluation, cultivating our country real estate marketing core competitiveness, and make it adapt to the increasingly fierce competition in the real estate market is a very practical significance of the study. This paper mainly around the one theme that is the marketing of core competition ability, with real estate development enterprises as the object of study, through probing into theory, numerical analysis and model building, for the enterprise of real estate marketing core competitiveness has conducted the system research.This paper introduces the domestic and foreign research present situation, combined with the characteristic of estate company, defines the real estate enterprise the marketing of the core competitiveness concept, connotation and characteristics; which were analyzed and compared with the core competitiveness of enterprises; tightly around the concept of the core competition ability, Starting from the marketing concept, recognition value, value creation ability and the ability to deliver value ability four dimensions, to construct the real estate enterprise’s marketing competitiveness evaluation model, the expert survey based on a questionnaire, using expert consultation method, market survey method, analytic hierarchy process and the comprehensive evaluation method, realized the real estate enterprise marketing the core competitiveness of the quantitative evaluation and the evaluation; model consistency checking ensure the marketing core competitiveness evaluation model to have the realistic guiding effect.This paper finally made use of real estate development enterprise marketing core competitiveness evaluation model, the YD real estate development enterprises core competence were evaluated, and the results were analyzed, which provides a useful reference for the improvement of the company’s marketing competitiveness, but also can provide a reference for the construction of marketing competitiveness of other real estate development enterprises.