| In the process of real estate development,the ultimate goal of real estate developers and construction companies,through a series of project management,is to achieve the expected social and economic benefits through effective project and risks management.It can be seen that in the development process of real estate project,especially in the early stage of the project,all the preparatory work is to serve the marketing target.If the project built by real estate developers does not meet the market demand and cannot be recognized by users,no matter how advanced technology or management methods are adopted in the construction project,it will be in vain,and the result is certain to cause a waste of social resources.In the research field of real estate development risk,there are many researches on enterprise real estate development risk,but there are relatively few researches on the combination of real estate development and marketing risk.From the perspective of project management,there are also relatively few researches on the combination of project management theory and marketing risk theory.This paper mainly studies the marketing risk of Altun Mansion project,systematically studies and analyzes the marketing risk of the project from the perspectives of commercial property and residential property,identifies the marketing risk of the project and its influencing factors,and establishes the risk evaluation index system.Then,on this basis,the corresponding risk fuzzy comprehensive evaluation model is established,and expert rating is adopted.Next,YAAHP software was used to analyze the comprehensive evaluation results of the model,and the risk assessment was classified according to the analysis results.Finally,the corresponding risk coping strategies are formulated.From the research results of this paper,the index system and evaluation method established in this paper are applicable to the identification,evaluation and countermeasure formulation of real estate project marketing risk,and can be applied to the management of marketing risk of other real estate projects.However,the research results of this paper also have certain limitations.In the future,a comprehensive,indepth and systematic study can be carried out for different real estate types,so as to provide an operable and representative risk analysis and evaluation method for the risk control of real estate marketing. |
