Research On The Real Estate Marketing Project Manager Competency Model And Its Application

Real estate business is a typical project-driven enterprises,the project is the core of business operations.According to the China real estate comprehensive information service business CRIC has made a survey on the real estate development enterprises in 2015,they found that although the real estate enterprise paid more and more attention to the project management,but most companies still remain in the extensive experience of management stage,the project Management capacity is still at a low level.In particular,in recent years,with the development of the real estate industry gradually rationalized,standardized and increasingly fierce competition in the market,real estate project marketing management has gradually been the industry's attention and considerable recognition,and marketing project manager as the project's highest leadership plays a key role,and its competency determines the performance of the project.However,due to the current real estate project management methods,especially human resources management methods are generally backward,whether project manager is competent for their own work has not been received due attention,while it's also lack of the scientific and effective evaluation system.So how to evaluate the characteristics of real estate marketing project manager competency,select and configure the appropriate marketing project manager becomes a generally concerned problem by a large number of real estate enterprises.This paper took the real estate marketing project manager as the research object,built a real estate marketing project manager competency model and applied it.Firstly,based on the existing research results of domestic and foreign scholars,combined with the quality requirements of real estate marketing project managers,this paper abide by the principle of selection of indicators,and screen out the competency characteristics of real estate marketing project managers.Secondly,according to the selected competency index,the questionnaire was designed and sent and received.Six factors were analyzed by factor analysis method.According to the degree of influence on the competency of real estate marketing project manager,it was refined into individual characteristics,marketing management Ability,team management ability,self-management ability,professional knowledge and physical quality.Finally,based on the competency model of real estate marketing project manager,this paper designs the talent management of real estate marketing project management and takes JK Company as an example to apply it in the process of selection and training of marketing project management talents.This study constructs the competency evaluation model of real estate marketing project manager by identifying the key indicators that influence the competency of real estate marketing project manager,so as to provide scientific basis and method for decision-making of real estate enterprises in the selection and training of project manager,while improving the marketing performance of Real Estate Company.