Study On Marketing Performance Evaluation Of Real Estate Listed Company

In recent years, with the rapid growth of China’s real estate business quantity,total revenue, the comprehensive strength of the enterprise and influence is also growing, the real estate business scale strength and quality of continued ascension. Greatly promoted the development of the industry, the real estate industry become a pillar industry of our country’s national economic development. According to statistics, in 2003 the national real estate enterprise number for 37123, to 2013 the national real estate number increased to 91444, decades of real estate enterprise number increased by 54321, an average annual increase of nearly 5000 home real estate enterprises. Real estate enterprise comprehensive strength and growing influence, also greatly driven the rapid development of the real estate industry. At the same time, the real estate market competition is fierce, especially under the influence of national macroscopic policy, the real estate market demand and price volatility is larger, the industry, increased risk of many real estate companies have experienced the baptism of market volatility. To not in the market competition be eliminated, mergers. some real estate companies begin to pay close attention to enterprise’s marketing performance. the hope is that improve the marketing performance of enterprises in order to improve the overall performance of the enterprise,enhance the competitive power, in order to survive in the fierce competition.Therefore, the real estate enterprise marketing performance problems faced with the urgent requirements for research, and build a perfect performance evaluation system for the marketing has become one of the most important research topics in the content, and policy makers and managers of real estate enterprises, consumers and other stakeholders have certain reference value.The full text consists of five parts, specific content as follows: chapter 1 is the introduction part.Mainly introduced the paper selected topic background and research significance, research methods and innovation of this paper and the insufficiency, the key combed the domestic and foreign research results related to marketing performance, and the relevant research was reviewed. Chapter 2 is the theoretical basis for part of the full text. Paper first defines the performance, the performance evaluation of marketing performance and marketing, and other important concepts, and related basic theory for this article elaborates the control theory and stakeholder theory(management), the performanceevaluation of the current common methods are briefly introduced. Chapter 3 is the marketing performance evaluation index to build parts. Paper according to the characteristics of the real estate and the main factors that affect the real estate enterprise marketing performance, based on the BSC, KPI and performance prism model theory, construct a focus both stakeholder value, and contains the dynamic index and the characteristics of real estate enterprise marketing performance evaluation model,the index system is mainly composed of stakeholders, internal operational indicators and marketers index of three parts, on the basis of expert group for the importance of judgment, using the analytic hierarchy process to determine the marketing performance of the index of all levels. Chapter 4 the fuzzy comprehensive evaluation method to evaluate TYHJ real estate enterprise’s marketing performance analysis, according to the results of the analysis respectively from the above three aspects put forward the corresponding countermeasures and Suggestions. Chapter 5 to summarize the full text, and respectively to marketing research and future real estate development of performance evaluation.