Research On Problems And Countermeasures Of Marketing Management Training System For Real Estate Enterprises

At present,most real estate enterprises use the way of training marketing management trainee to cultivate talents for the long-term development of enterprises.But there are two problems exposed.On the one hand,most of the existing domestic management system,in view of the advanced experience and model duplication of foreign pipe life projects,has a certain difference in the industry background,the nature of the work and the development model for the real estate industry,so there are many loopholes and problems in the implementation process.On the other hand,because the real estate enterprises mostly take the traditional management way to the marketing staff,the appraisal of the marketing personnel is the result oriented and the individual performance,which leads to the real estate marketing department to pay attention to the training of the sales elite and the weakening of the management function.This directly leads to the confusion of the marketing department's management trainee to the dual function of the "team manager" and "the frontline salesman",and then produces many problems in the training of management trainee.Based on this,this paper discussed the problems existing in the training system of marketing management training students in real estate enterprises and explored the corresponding countermeasures.First of all,this article through the management of the management system,human resources training and other research fields to comb,understood the current status and progress of the management system,to lay a theoretical foundation for the next step of research.Secondly,this paper further explored the current situation of enterprise marketing management training system based on the research methods such as questionnaire survey,field investigation and literature analysis,and found these following problems of the training system: First,the coverage of training is not comprehensive enough,and the training mechanism is unbalanced.Second,the training methods are not diversified,and the training items and forms are relatively simple.Third,the training plan is not closely linked with the actual needs of the enterprises,and the training and examination methods of the trainers are not systematic.Fourth,training evaluation is superficial and lacks tracking feedback to management trainee.Based on the above analysis,this paper further explores the reasons for the above problems and find that the main cause of the above problems is the real estate enterprises' understanding for the project,the vague direction for training and the confusion of training system.Finally,based on the relevant theoretical basis and practical experience,this paper proposed the optimization measures for the above problems from the training organization system,the training process system,and the training course system.In the training organization system,the enterprise needs to pay attention to overall management,strengthen the division management,and pay attention to the internal training and external selection of the trainers.In the training process system,the enterprise should pay attention to the establishment of the training target,the formulation of the plan,the selection of the methods and the perfection of the assessment system.In the optimization of the curriculum system,enterprises should implement hierarchical,post-based training,and implement the whole life cycle of training.The development of marketing management trainee is crucial to the strategic development of real estate enterprises,so we must pay enough attention to it.This research not only perfects the existing marketing management system of real estate enterprises,but also provides a reference for the future practice optimization of the enterprises,in order to help the real estate industry develop more and stronger marketing reserve talents.