本报实习记者 徐文擎

This practice reporter XuWen qing

　　在近期楼市回暖中，开发商借助房地产电商平台以价换量效果明显，一些购房人也从中得到实惠。但业内人士提醒，要提醒一些房产电商虚假宣传，优惠承诺难以兑现等风险。

In the recent market warms up，Real estate developers with electric business platform to price change volume effect is obvious，Some of the person that buy a house also get benefits。But the personage inside course of study warns，To remind some real estate electricity traders false propaganda，Preferential commitment to cash the risks。

　　货币政策放松、刚需入市推动楼市成交量持续反弹，不少开发商利用电子商务平台以优惠折扣方式吸引购房者，加速资金回笼。中国证券报记者注意到，在一些房地产电商网站上，有不少类似“会员独享”、“团购优惠”等字眼的活动，网站通过与开发商合作，以办理会员卡或金券等优惠模式吸引购房人“团购”。在今年4月以来楼市的回暖过程中，房地产电商更是借力发力，推出品类众多的优惠卡服务。

Monetary policy to relax、Just need to entering the market to promote sustained rally property market turnover，Many developers use e-commerce platform to discount way to attract buyers，Speed up the money collecting。China's stock certificate report reporters noticed，In some real estate DianShangWang site，There are many similar“Members enjoy”、“Bulk discount”The activities of the word，Web site through cooperation with the developers，In order to handle the membership card or gold coupons and preferential attracted the person that buy a house“bulk”。In April this year since the housing market warms up in the process，Real estate electric business but also send force borrows，Many of the block service launched category。

　　然而，房地产电商热衷“办卡”，优惠承诺却并不总能兑现。去年12月，上海即爆出首例购房人因办优惠卡而引起违规的事件，事件的争论点在于购房者必须向第三方电商网站支付1.5万元信息服务费，才能获得10万元购房优惠。近日，这起纠纷在上海松江人民法院的两次协调下，双方以“退一赔一”的3万元补偿签订和解协议。

however，Real estate electricity traders keen“card”，Promise but does not always favorable to cash。Last December，Shanghai is the first in the person that buy a house because caused the offending issue do events，The event at issue is the person that buy a house to a third party DianShangWang station must pay 15000 yuan information service charge，To obtain 100000 yuan buys a room to discount。recently，The dispute in Shanghai songjiang people's court two times of coordination，the“Take a paid a”Of the 30000 yuan compensation settlement agreement signed。

　　对于这种新型销售模式，一些购房者表示质疑。“像房子这种价值较大的特殊商品，线上促销是噱头，必须依靠线下服务。一旦消费者不满意，又不能像在电商上购买普通产品那样能够随时退还。”在国内某知名投行工作的马力刚刚通过传统房产中介购买了一套87平方米的二手房。“除非有住建部的审批、房地产协会的认证，要不然我很难相信那些推出各种优惠服务的电商，我不知道他们到底算房屋中介、信息提供方还是广告提供方。”

For this new sales model，Some homeowners said questioned。“Like the house value larger special goods，The online promotion is stunt，Must rely on line services。Once consumers don't satisfied，And in the electrical contractor can't be like on purchases of common products that can return。”In a domestic well-known investment banking horsepower just through the traditional real estate agencies have purchased a 87 square meters of secondhand the room。“Unless there is a live JianBu examination and approval、The real estate association authentication，Otherwise I find it hard to believe that the launch a variety of preferential service electrical contractor，I don't know what they calculate house agency、Information provider or advertisements provide party。”

　　如何对网站的商业模式定性，业内人士也表示不能确定。北京中原地产市场总监张伟认为，对于大标的商品，消费者不可能通过网络完成商品的确认交易，房地产是有唯一性的，需要现场确认。还有业内人士称，经营房地产居间业务需要房地产经纪资质，房产电商只有具备了相关资质才能站在开发商、购房人的利益平衡点上。否则，网站将面临承担相应民事责任和行政责任的后果。开发商、购房人都应选择有资质的、服务完备的房产电商。

How to the business model of qualitative web site，The personage inside course of study also said not sure。Beijing central plains real estate market director zhang wei said，For big mark goods，Consumers may not through the network to complete the confirmation of the goods，Real estate is the generic uniqueness，Need to confirm the。And the personage inside course of study says，Business real estate brokerage business need real estate brokerage qualification，Real estate electricity traders, only to have the relevant qualification to stand in the developers、The interests of the person that buy a house on the balance。otherwise，Web site will face assume corresponding civil liabilities and administrative responsibility consequences。developers、All of the person that buy a house should choose to have the qualification、Service complete housing electricity traders。