INDICATORS AND METHODS OF ASSESSMENT OF MARKETING OPPORTUNITIES OF REAL ESTATE ENTERPRISES

Abstract

With the development of modern society, the competition in the real estate industry becomes more and more fierce. In this competitive environment, real estate companies need to have excellent marketing capabilities to stand out and achieve sustainable development. Therefore, it is a key issue to determine the evaluation index of real estate marketing ability and choose the appropriate evaluation method. As one of the important pillars of economic and social development, the real estate industry is facing fierce competition. First of all, the market supply and demand relationship is constantly changing, the demand structure is diversified, and consumers are more rational and picky, putting forward higher requirements for the quality and service of real estate products. Secondly, there are many market participants, and the competition among real estate enterprises for customers and market share is becoming increasingly fierce. Innovation ability, market development ability, brand image, etc. have become the key factors for enterprises to win. Finally, changes in the policy environment and fluctuations in the macroeconomic situation also affect the development of the real estate market. Therefore, real estate enterprises need to comprehensively enhance their marketing capabilities to meet the challenges and opportunities of the market. This paper mainly discusses the evaluation index and method of the marketing ability of real estate enterprises. The article first introduces the fierce competition in the real estate industry, enterprises need to have excellent marketing ability to stand out and achieve sustainable development. Therefore, determining the evaluation index of real estate marketing ability and selecting the appropriate evaluation method become the key issues. The article then introduces the determination of marketing capability evaluation indicators need to consider many factors, such as corporate strategic objectives, business models, market environment, etc., and puts forward some evaluation methods, such as performance evaluation, research, SWOT analysis, wordof-mouth brand evaluation and internal evaluation. Finally, the paper suggests that enterprises should formulate evaluation plans according to the actual situation and objectives, and formulate corresponding improvement and promotion measures according to the evaluation results, so as to meet the needs of market changes and enterprise development.