W Real Estate Company E-Commerce Channel Performance Appraisal Optimization Research

From 2012 to 2018,the impact of the Internet on real estate sales has been expanding,and the operation mode of real estate e-commerce has been gradually diversified.From new house transactions to second-hand housing sales,and then to the judicial auction of real estate,Real estate e-commerce is everywhere.This paper deals with issues in the new house transactions,the real estate e-commerce integrates channel resources as a marketing channel,which is called e-commerce channels in the industry.With the tightening of real estate regulation and control policy,in order to realize sales increment,marketing channels are becoming more and more diversified,developers' application of e-commerce channels is becoming more and more extensive,which has exerted an important impact on real estate sales.The management of e-commerce channels has become the focus of current marketing management.How to promote the e-commerce channel to play its advantages better,enhance the sales ability,and improve management issues become a topic of concern to marketing managers.As an effective tool of information feedback and optimal allocation,the performance appraisal of real estate e-commerce channel is more and more favored by marketing managers.The research object of this paper is W Real Estate Company,there is no systematic appraisal system for the management of e-commerce channel,and the management problems of e-commerce channel are becoming increasingly prominent.Lack of system assessment theory,scientific assessment ideas,comprehensive assessment index system and assessment methods,this paper analyzes and rationalizes the performance appraisal management of E-commerce channel in W real estate company,puts forward and analyzes questions,selects the appraisal method,combined with performance appraisal methods like the objective management method and the balanced scorecard,to put forward the idea of optimization design,determine the assessment index and weight by Delphi method,and improve the assessment process to make the assessment more reasonable,more fair,more operable and practical.Through the optimization of performance appraisal,efforts are made to improve problems in e-commerce channel management and steer the target direction of ecommerce channel.We hope to optimize the performance evaluation index system of e-commerce channel,and provide reference for the evaluation management of ecommerce channel in the industry.