摘要房地产经济是中国经济的重要支柱,中国房地产经济最初经历了房产经纪的黄金二十年，取得了举世瞩目的成就。但近年来房产经纪正在走下坡路，越来越多的个人与企业似乎对房产经纪兴趣乏乏。并且随着由于各种限购政策的影响以及租售同权的提出,人们对房产经纪的投资与购买产生偏移,逐渐考虑二手房、租房以及合租。从当前的人们需求上看，传统的房产行业在营销组合上已经不能满足顾客的需求,需要采用更加丰富的营销组合与营销策略来应对客户需求的改变。本文以链家公司为研究对象,主要探讨房产经纪企业营销过程中存在的问题。首先，本文介绍了房产营销策略的研究背景与意义，以及国内外对营销策略的研究现状来提供理论依据。然后，通过对营销策略的相关理念以及对常见的营销策略的介绍进而认识营销策略对企业的影响,从而论证营销策略在企业中占据的地位。其次,通过对链家公司的营销策略进行实例分析,发现链家房产营销策略的优点以及不足,进而尝试找到更加适合房产经纪的营销策略组合。最后，针对链家现有营销策略，提出不足，为链家公司丰富营销策略提出改进的意见。关键词：房产经纪；需求；营销策略；AbstractTherealestateeconomyisanimportantpillarofChina'seconomy.China'srealestateeconomyfirstexperiencedthegolden20yearsofrealestatebrokerageandachievedremarkableachievements.Butrealestateagentshavebeenonthedeclineinrecentyears,andagrowingnumberofindividualsandbusinessesseemtohavelittleinterestinthem.Andwiththeinfluenceofvariouspurchaserestrictionpoliciesandtheproposalofthesamerighttorentandsell,people'sinvestmentandpurchaseofrealestatebrokersareoffset,andsecond-handhouses,rentalhousesandco-rentingaregraduallyconsidered.Lookfromthecurrentpeopledemand,thetraditionalrealestateindustryonthemarketingmixalreadycannotsatisfytheneedsofcustomers,needtoadoptmoreabundantmarketingmixandmarketingstrategyinresponsetocustomerdemandchanges.TakingHOMELINKastheresearchobject,thispapermainlydiscussestheproblemsinthemarketingprocessofrealestatebrokerageenterprises.Firstly,thispaperintroducestheresearchbackgroundandsignificanceofrealestatemarketingstrategy,aswellastheresearchstatusofmarketingstrategyathomeandabroadtoprovidetheoreticalbasis.Then,HYPERLINK"javascript:;"basedontherelevantconceptofmarketingstrategy,andwiththeintroductionofthecommonmarketingstrategies,inturn,toknowtheinfluenceofthemarketingstrategyfortheenterprise,thusdemonstratesthestatusofthemarketingstrategyintheenterpriseoccupies.Second,throughthestudyoftheexampleofchaincompaniesmarketingstrategyanalysis,findtheadvantagesandHYPERLINK"javascript:;"disadvantagesofthechainofhomerealestatemarketingstrategy,andthentrytofindmoresuitableforrealestatebrokeragem