中文摘要本文在浅析了我国房地产的营销理论发展历程,针对目前中国房地产的现状,对当前形势下房地产的营销进行了探讨。既充实和完善了我国房地产营销理论,又清晰地点出了目前我国房地产企业的营销方向，为我国房地产销售提供了新的思路。近年来我国房地产市场逐步规范与完善,消费者日趋理性和成熟，开发企业之间的竞争也日益加剧,越来越多的企业开始重视市场营销的作用。营销创新可以使企业在现有基础上重新认识房地产营销的本质内容,更好地满足广大消费者的不同需求；同时,科学合理的房地产营销策略可以提升房地产企业的市场竞争力,提高企业的营销能力,有利于企业的长远发展和房地产业整体的发展,使企业在日趋激烈的市场竞争中立于不败之地。关键词：房地产营销，营销策略AbstractInthispaper,thenationalrealestatemarketingtheorydevelopmentcourseisexhaustivelyelaborated.Thepresentrealestatemarketingtheorywhichisbaseonthecurrentnationalmarketisdiscussed.Itisnotonlyconsummatingthenationalrealestatemarketingtheory,butalsopointingoutthedirectionoftherealestatemarketingsyllabify,inthewillofprovidinganewwayfornationalrealestatemarketing.Inrecentyear,withthenationalrealestatemarketstandardizingandimprovinggradually,theconsumersrationalandmatureincreasingly,theintensecompetitionamongthedevelopersisalsogrowing.Moreandmoreenterprisesemphasizethemarketing.Marketinginnovationcanenableenterprisestounderstandtheessenceoftherealestatemarketingontheexistingbasisinordertobettermeetthedifferentneedsofthevastnumberofconsumers.Ontheotherhand,reasonablerealestatemarketingstrategiescannotonlyenhancetheenterprises’competitiveness,butalsomakegoodforthelong-termdevelopmentoftheenterprisesandunitarydevelopment.Itkeepstheenterprisesintheprecedingposition.Keywords:Realestatemarketing，Marketingstrategy目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc199080353"前言PAGEREF_Toc199080353\h1HYPERLINK\l"_Toc199080354"1.我国房地产营销的发展史PAGEREF_Toc199080354\h1HYPERLINK\l"_Toc199080355"2．我国房地产的营销现状及其原因PAGEREF_Toc199080355\h2HYPERLINK\l"_Toc199080356"2.1我国房地产的营销现状PAGEREF_Toc199080356\h2HYPERLINK\l"_Toc199080357"2.2导致房地产营销现状的原因PAGEREF_Toc199080357\h3HYPERLINK\l"_Toc199080358"3当前形势下我国房地产营销的探讨PAGEREF_Toc199080358\h4HYPERLINK\l"_Toc199080359"3.1紧跟国家政策，调整企业战略方向PAGEREF_Toc199080359\h5HYPERLINK\l"_Toc199080360"3.2结合国情，综合运用各种营销理论PAGEREF_Toc199080360\h5HYPERLINK\l"_Toc199080361"3.3努力实现企业发