Research On Real Estate Marketing Channels From The Perspective Of Project Management Financial Investment

In the new era,the Party Central Committee put forward that "houses are used for living,not for speculation".In view of the excessive growth of house prices,it adopts the way of administrative order to regulate house prices,which makes the house prices of more than 70 large and medium-sized cities in China effectively controlled in a short period of time,and the development of real estate development investment and related industries also cooled down.With the government's "price limit","purchase limit","loan limit" and other regulatory policies,the growth of real estate sales price and total sales in China has a significant downward trend,which has a significant impact on the sales performance and profit margin of real estate sales agents.Under the background of the current national macro-economy and the new normal development of the real estate industry,how to realize the rapid sales of products,cash flow,and smooth Commission withdrawal of real estate sales agents to ensure the normal development and operation of the company has become an urgent problem to be solved.On the one hand real estate marketing agency companies need to optimize the marketing channel management model,shape the core competitive edge of enterprises and consolidate their main business foundation;on the other hand,they need to reflect on business management,find out deficiencies and make up for deficiencies,and actively explore the way of future market development.Therefore,this paper puts forward the topic of "Research on Real Estate Marketing Channel from the Perspective of Project Management and Financial Investment".D Real Estate Marketing Agent Company is selected as a case study.This core management work is constructed by combining its marketing channel management model system,using project management ideas and standing in the perspective of financial investment project management.This paper explores the development background of real estate marketing agency industry by using the methods of literature and in-depth interviews,and analyses the current situation,problems,opportunities and innovative ideas of marketing channel management.On this basis,combined with the five management processes and nine management elements of marketing channel project management,this paper evaluates the effect of three main real estate marketing channel management modes:self-built marketing channel,agency marketing channel and network marketing channel by using empirical analysis and analytic hierarchy process This paper demonstrates the breakthrough of D company's original single marketing channel operation thinking,and puts forward that real estate marketing agency company should adopt the combination of intermediary agency and network marketing to construct its marketing channel management system model to maximize management efficiency,which is the innovation of this research topic.At the same time,the methodology is formed on the optimization of the current marketing channel management mode and the way to realize it.This research not only enriches the theoretical system of real estate marketing channel management research,but also has practical guiding significance for the development of real estate agent marketing company.