房地产市场营销的产生是生产力发展和商品经济发达的必然产物,在房地产营销策略的创新中,需要注重几个关键的因素。第一,项目开发前的市场调查工作。市场调查对房地产企业的重要性不言而喻。市场调查需要对国内外宏观经济的波动与政策变化、房地产法律法规以及国家的金融环境、住房制度的改革动向等等做深入的调查。第二,强化产品策略在营销组合中的地位。由于房地产商品的非凡性,要求房产设计上要符合消费者的喜好,建筑材料选择要合理,物业治理信誉要好,已 The emergence of real estate marketing is the inevitable product of the development of productive forces and commodity economy. In the innovation of real estate marketing strategy, several key factors need to be emphasized. First, the market research before the project development. Market research on the importance of real estate business goes without saying. Market surveys need to make in-depth investigations of domestic and international macroeconomic fluctuations and changes in policies, real estate laws and regulations as well as the country’s financial environment and housing reform. Second, strengthen the product strategy in the marketing mix status. Due to the extraordinary nature of real estate products, real estate design requirements to comply with consumer preferences, building materials selection should be reasonable, property management reputation is better, has