[摘　要]　房地产企业是房地产市场主体之一。本文基于江苏房地产企业角度，分析在国家宏观调控背景下，房地产市场变化中江苏房企面临的困境，并从房企角度探讨江苏房地产市场的发展策略，为地方政府的决策与政策的制订提供一种视角。

[关键词]　房地产市场；房地产企业；发展策略

Abstract: Real estate enterprise is one of the main participants in the real estate market. From the enterprises' view, this paper analyzes the difficulties confronted in the background of national macro-control, and the paper discusses the real estate enterprises' development strategies in Jiangsu province, which could be regarded as one of the alternative views for local government's decisions and policies.

Key words: real estate market; real estate enterprise; development strategy