Research On The Evaluation Of Management Quality Of Real Estate Marketing Managers - 360 Evaluation Method Of Feedback

In recent years, the real estate market is facing downward pressure, each real estate companies struggling with changes in the market, and also exposed the problems of management, the brain drain is one of the most prominent problem, especially in the marketing talent loss. According to a talent flow survey in 2003, the extent of the real estate talent flow (more than 30%) was in the top across all industries, and sales talent flow rate was the highest, more than 50%. sales talent flow is mostly caused by poor marketing management ability, and the stability of the elite team would continue to contribute the enterprise the good performance and the stable cash flow. But the present situation shows that more managers in marketing field is promoted from high performance sales, who have little chance to get mature and systematic management training before mount guard, compare to manufacturing industry, which often provides systematic management training to people, real estate enterprises was performed good in early years, the average gross profit over 30%, except some model enterprises, fewer real estate enterprises concerned for their future vitality and spent time to enhance their management ability. Especially in the performance oriented marketing department, the management ability and quality is the most easily overlooked. Therefore, for all of current estate enterprises, marketing management ability should be the first priority in human resources development.This article is researching the staff of each real estate marketing management and evaluating the quality of management. First, We construct the management quality model for the marketing management of real estate enterprises in Chongqing area, and evaluate the items of management quality with 360 degree feedback assessment method, and then research is there any difference in performance prediction between the 360 degree feedback evaluation method and the traditional direct supervisor method with single dimension, and further discussion the differences of performance affection by key management quality.Based on the Katz’s (1955) theoretical study, the management in different positions need different management quality, my study used the research result of overseas Professor Zhang Yulong, which is about the management quality of primary and middle level managers, and conducted questionnaire surveys and one on one interviews to build the management quality model of real estate marketing management, and then developed the "management quality of 360 degree feedback scale form", and then collected performance score of marketing management staff and conducted 360 degree feedback evaluation survey for more than 50 primary and middle level managers in marketing management positions, finally completed the data analysis and study.Comprehensive data analysis results shows that the management of real estate marketing should have 12 important management quality, such as anti-pressure capability, executive ability, communication skills, time management, training and motivating employees. This paper provide the specific content indicator and the behavior description; provide performance status analysis of marketing managers in these management qualities. Compare the 360 degree feedback evaluation method and traditional linear supervisor evaluation method to investigate whether there are significant differences, and evaluate whether or not to have the obvious difference for different evaluation sources while predicting the performance, at the same time, this paper also analyzes the difference of effects that different management quality impact on the performance in the 360 degree feedback method, in order to provide direction for future training development.