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摘 要 我们知道，房地产是一个高收益的产业，但是因为它的投资价值大，周期长，实物形态是不动产，市场竞争不充分，滚动开发等特点，所以它也是一个高风险的行业，随着国家加强对房地产业的宏观调控，国土资源部大力整顿全国土地市场，我国房地产业的发展不断走向理性和规范，房地产行业买方市场的形成，客观上使房地产市场营销的地位日益彰显，然而房地产营销仍处于初级阶段，很多经营理念却跟不上行业发展速度，显得相对滞后。在现代市场经济条件下，房地产企业之所以在竞争中取胜就是因为其市场提供顾客所需要的产品，也就是说开发商必须以竞争为导向，以顾客为中心，按照市场需求开发建设房地产产品，通过交换实现产品的价值，从而促进企业的不断发展。但是目前许多开发商在营销中还缺乏这种战略意识，推向市场的房地产产品都没有到达消费者手中或者说没有转化成真正意义上的产品或商品。市场营销就是连接市场需要和房地产产品开发建设的中间环节，从而实现企业自我发展的有效手段 。因此，从某种意义上说，房地产营销战略是关系房地产企业经营成败的关键，为了保证房地产业健康快速的发展，对 房地产营销战略进行研究显得尤为重要。 关键词：市场 价值 房地产 产品 战略 Abstract We knowreal estate is a high profit industry, but because of its investment value, cycle is long, the physical form is immovable, market competition is not sufficient, rolling development characteristics, so it is a high risk industry, along with countries to strengthen the macro-control real estate, land resources department to rectify the land market, the development of our country real estate continued to be rational, real estate industry, the formation of buyers market, the objective for the marketing of real estate market is becoming more and more manifest, however the real estate marketing is still in the initial stage, a lot of business philosophy is not the pace of development of the industry is relatively lagging. Under the condition of modern market economy, the real estate enterprises can win in the competition because of the market to provide customers with needed products, and that developers must take the competition as the guidance, take the customer as the center, according to market demand development and construction of real estate products, through the exchange of the product value, so as to promote the continuous development of enterprises. But at present, many developers in marketing also lack the strategic consciousness, to the market of real estate products are not at the hands of consumers or not transformed into the true meaning of products or commodities. Marketing is connected to the needs of the market and the real estate pr