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Chinese real estate enterprises, broadly affected by factors like sub-prime crisis, stock market turmoil and fierce market competition, have been vigorously seeking new marketing tools, amongst which e-commerce is one a host of companies strive to employ. This article uses statistics and SPSS software to conduct a questionnaire study based on actual conditions of 27 real estate companies in China, and points out that the deterministic factors influencing whether to adopt e-commerce business model are: intensity of industry competition, support from senior executives, organization size, costs etc. The factors influencing the choice of an application model of e-business include, inter alia, the degree of support from senior executives, organization size, industry to which the enterprise belongs, compatibility and attached risks etc. A review of the relationship between e-business models and their performance reveals the disparities in enhancing customer service, growth of economic return and improving overall corporate image. Unraveling the affecting factors of application of e-commerce models and differences between their performances would help the enterprises tailor their applications to their conditions to achieve an optimized organizational performance.