摘要：南京市的住房制度改革后，市场一度成为消费者获取住房的唯一途径。住宅需求从此得到了空前释放，伴随着旺盛的住宅需求出现了成千上万的房地产开发企业，住宅商品房需求与供给的扩大促进了住宅市场发展。但是不可否认的是，商品房市场上所供应的住宅与人们所需求的住宅之间存在一定的差距，进而产生了新的住宅问题。这些问题主要表现在住宅供给与需求之间的不均衡，供应量的相对短缺，特别是中小面积、中低价位住宅商品房供给量偏少，房价偏高，消费者购买力不足。

　　　近年来，由于房价的持续上涨，国家不断的出台房地产宏观调控政策。在此背景下，本文首先从房地产在目前宏观环境下的投资情况以及住宅商品房市场情况这两个方面，对南京市的房地产市场现状进行分析。其次，对三年内在南京主城区有购买住宅商品房意愿的人群进行市场调研，对影响消费者行为的诸多因素作实证研究。内容包括个人特征以及对住宅商品房的具体需求，同时对影响人们购房的因素进行分析。最后，基于以上分析结果，提出有利于南京未来房地产市场持续健康发展的政策建议。

关键词 消费者需求；房地产市场；开发商；普通住宅商品房

Abstract：After the housing system reform of Nanjing started, the market has become the only way for consumers to obtain housing. The reform released the residential demand, which facilitates establishment of thousands of real estate development companies, the expansion of the demand and supply of residential real estate to promote the development of the residential market. But it is undeniable that there is a gap between the supply of residential real estate market and people demand for residential, which brings some new residential problems. These problems are mainly performance between housing supply and demand is not balanced, the relative shortage of supply, in particular small and medium-sized area of low-cost residential housing supply less than normal, high prices, lack of consumer purchasing power.

　  In recent years, the government has promulgated real estate macro-control policies because of housing prices continued to rise. In this context, the paper from the real estate in the current macroeconomic environment and residential real estate investment market conditions to analyze the situation of the real estate market in Nanjing. Secondly, within three years, the main city of Nanjing to buy residential real estate willingness of people to conduct market research on the many factors that influence consumer behavior for empirical research. These cover personal characteristics and the specific needs of the residential real estate, while the factors that affect people's buyers were analyzed. Finally, through the analysis results above，put forward some policy recommendations which are conducive to the real estate market of Nanjing sustained and healthy development in the future.

Keywords  consumer demand   real estate product market   property developer  common residence