我国房地产营销中存在着市场定位不合理、营销方式过度依赖传统广告、缺少品牌意识和乱打概念牌等问题。并且国家出台了一系列规范房地产市场的宏观调控政策,进一步加剧了我国房地产市场竞争的激烈程度。在此新形势下,必须准确定位市场、实施新型房地产营销策略以推动房地产业健康、稳定发展。 In China’s real estate marketing there are problems such as unreasonable market positioning, over-reliance on traditional advertising, lack of brand awareness and indiscriminate playing of concept cards. And the state has promulgated a series of macro-control policies that regulate the real estate market, further aggravating the fierce competition in the real estate market in our country. In this new situation, we must accurately locate the market, the implementation of a new real estate marketing strategy to promote the healthy and stable development of the real estate industry.