我国房地产市场已进入以消费者为主体的理性消费时代,房地产商传统上具有的某些优势,如自然资源、资金和技术优势随着竞争的加剧日益缩小,开始在产品、价格、渠道和促销等营销层面展开竞争。由于市场运作规范化和售楼信息透明化,房产商之间模仿和借鉴的速度越来越快。目前,消费者对产品物性的需求不再那么迫切,而愈加 China’s real estate market has entered the era of rational consumption with consumers as the main body. Some realities traditionally enjoyed by real estate developers, such as natural resources, capital and technological advantages, have become increasingly narrow as competition intensifies, and products, prices, channels and promotions Such as marketing level competition. Due to the standardization of market operation and the transparency of sales information, the imitation and reference among real estate developers is getting faster and faster. At present, the consumer demand for product properties is less urgent, and more