PAGE \* MERGEFORMATII供给侧结构改革背景下我国房地产行业的市场营销变革内 容 摘 要随着供给侧结构改革的不断推进，我国房地产行业将迎来新的挑战和机遇。供给侧结构改革旨在实现经济增长要素的合理配置，有利于促进房地产业资源整合。本论文以我国房地产行业为研究对象，通过借鉴国内外关于房地产行业市场营销的相关文献，梳理了房地产营销变革的目的和意义，阐述了我国房地产行业市场营销的现状，指出其存在的问题，剖析问题的本质，运用 PDCA 循环法、创建学习型营销团队，建设营销文化等方法，对房地产行业市场营销变革提出科学有效的建议，以增强我国房地产行业市场营销实力，提高其去化质量，对促进我国房地产行业可持续发展具有重要意义。关键词：供给侧结构改革；房地产；市场营销变革PAGE \* MERGEFORMATIIMarketing reform of China's real estate industry under the background of supply-side structural reformAbstractWith the continuous advancement of supply-side structure reform, China's real estate industry will face new challenges and opportunities. The supply-side structure reform aims to realize the rational allocation of economic growth factors, which is helpful to promote the integration of real estate resources. In this paper, the real estate industry in China as the research object, through referring to the relevant literature on the real estate industry marketing at home and abroad, combing the real estate marketing reform purposes and significance, this paper expounds the present situation of the marketing of the real estate industry in China, points out the existing problems, analyzes the essence of the problems, and uses the PDCA circulation method, establishes the learning type marketing team, and builds the marketing culture, it is of great significance for the sustainable development of real estate industry in China to put forward scientific and effective suggestions on the marketing reform of real estate industry in order...
