浅谈郑州市房地产市场的发展现状及营销策略

摘要

我国经济的持续发展，城市化进程的不断加速，带动了房地产行业的繁荣。经过近三十年的发展，房地产已然成为国民经济的支柱产业之一，不仅具有很强的行业辐射能力，又与人们的生活密切相关，它在经济建设中一度扮演着极其重要的角色。繁荣的房地产市场为房地产企业带来过良好的发展契机。然而，在发展过程中房地产业也出现了一些问题，房价不断高涨，供应结构不合理、市场行为缺乏规范等，这些现象受到了社会各界以及国家经济部门的高度重视，国家釆取了一系列的宏观调控措施，房地产企业也由此面临着更加严峻的考验。新的形势推动着我国的房地产业进入了一个新的历史发展阶段，面对当前形势，房地产企业纷纷寻求新市场和新机遇，或转战商业地产或进军二三线城市。因此在调控不断加码的背景下，房地产开发企业及时调整和转换企业的发展战略以适应新的发展形势具有重要性和紧迫性。

关键词 我国；房地产；市场发展

Abstract

   The sustainable development of China's economy and the acceleration of the urbanization process have led to the prosperity of the real estate industry. After nearly thirty years of development, real estate has become a pillar industry of the national economy, not only has the ability to radiate strong industry, and is closely related with people's lives, it was in the economic construction plays a very important role. The prosperity of the real estate market for the real estate business has brought good opportunities for development. However, in the process of the development of real estate industry, there are also some problems, prices rising, the supply structure is irrational, the lack of standardized market behavior, these phenomena are highly valued by the community and the state sector of the economy, the state has adopted a series of macro-control measures, the real estate enterprises also face a more severe test. The new situation has promoted China's real estate industry has entered a new historical stage of development, facing the current situation, the real estate enterprises have to seek new markets and new opportunities, or from commercial real estate or to enter the two or three line of the city. Therefore, under the background of constantly adjusting and controlling, it is of great importance and urgency for the real estate development enterprises to adjust and transform the development strategy of the enterprises in time to adapt to the new situation.

Key words: Zhengzhou; real estate; market development

目录

摘要 4

一、研究的背景和意义 7

二、文献综述 7

三、我国房地产市场的现状 9

（一）郑州房地产供应情况分析 9

（二）郑州房地产需求情况分析 10

（三）我国房地产价格情况分析 11

四、恒大地产的营销策略 12

（一）恒大的基本情况 12

（二）策略实施 12

五、提出房地产营销创新性策略 13

（一）多元化发展 13

（二） 拓展开发领域 13

（三）注重品牌建设 13

（四） 建立营销合作机制 14

（五）注重加强产品开发的深度 15

（六） 适当控制产品扩展的广度 15

参考文献 16