Research On Channel-marketing Achievements Appraisal Of Real Estate Firm

As with the China's real estate market increasingly standardizing, construction products homogenization accelerated the real estate market from "product-oriented" to "customer-oriented" rational transition, customer resource is becoming a arced resource for which seal estate companies competing; marketing channel for the function in the realization of product value and service value between the enterprise and the customer fast circulation and completed the gain distribution becomes more and more real estate enterprises key marketing strategy, efficient marketing channels will become an important market competitiveness of real estate enterprises. Measuring the operating performance of the marketing channel is becoming an important topic in the real estate business marketing, but the marketing channel performance evaluation practice the index and method system, scientific and applicability needs to be strengthened, enterprises lack of marketing channel operation dynamic, timely adjust the reasonable basis, have a negative impact on enterprise marketing strategy formulation, optimization and decision.For the effective measure of real estate enterprise marketing channel operation effect, this paper first from the marketing channel, the performance evaluation of the status quo of the research, marketing channel, marketing and dynamic benefit maximization theory is expounded; secondly, summarizes the real estate enterprise marketing channel evolution, connotation, objectives and problems. At the same time, the connotation of performance evaluation process, influencing factors and problems are analyzed; finally, summarizes the existing literature research scholars assessment of channel marketing performance based on the extracted index system of marketing channel performance evaluation, combined with the Delphi method and analysis of present situation and characteristics of the real estate enterprise marketing channel above, through practical investigation by law Take the data, application level analysis to determine the weights of each layer, and the application of the grey relational degree comprehensive evaluation method of real estate enterprise marketing channel performance of comprehensive evaluation; through the application example of Xi'an ZH, WK and YJL three companies, the performance of the marketing channel practice operation in the qualitative and quantitative analysis, to verify the feasibility of the marketing channel performance evaluation system of science and the methods of evaluation; according to the real estate enterprise to improve marketing channels and its performance optimization system and suggestions were put forward.Through the research of the thesis, this paper expects provide for the management of real estate enterprises marketing channel has the practical performance evaluation methods, and improve the marketing channel management, improve the efficiency of the channel marketing, channel marketing enterprise competitiveness enhancement.