刚刚送走了足球盛事欧洲杯，四年一度的奥林匹克运动会又即将在伦敦打响，西安楼市也随之进入到奥运时间。面对即将到来的品牌推广机遇，开发商如何把握？如何将房地产产品与奥运进行嫁接？近日，记者走访了西安楼市打出奥运牌的楼盘。

Just off the euro football event，Four years of the Olympic Games and once to began in London，Xian property market also with the time to the Olympic Games。Facing the upcoming brand promotion opportunities，Developers how to grasp？How will the real estate product and the Olympic Games were grafted？recently，The reporter interviewed xian property market hit the Olympic brand building。

品牌房企各显奇招 The show's brand room enterprises recruit

　　进入七月，各种以奥运为主题的活动在西安很多楼盘相继登场。“风景御园”举办游泳、羽毛球赛，“大华公园世家”举行网球比赛，“高科绿水东城”举办游泳比赛，“恒大绿洲”则举办乒乓球比赛……记者致电部分楼盘的售楼部，置业顾问均表示，“电话报名的人挺多的，以年轻人为主。”

Into July，All kinds of to the theme of the Olympic Games in xian many buildings have debut。“Landscape where”Hold swimming、badminton，“Dahua park family”Held a tennis match，“Hi-tech enterprise green water”Hold swimming，“evergrande”Hold the table tennis......Reporters call part of building the residential zone，Home buyers consultant all said，“Telephone registration people a lot，Give priority to young people。”

　　“奥林匹克花园”选择在伦敦奥运时期做一些“奥运营销”，几乎是顺理成章的事。泰盈地产西安公司副总经理张晓告诉记者，从今年三月份开始他们就一直在以伦敦奥运为主调做推广，“开年以来，我们的所有策划都在和奥运会呼应，跟着伦敦的方向走，推出了‘助威奥运，玩转伦敦’活动，举办了三人篮球赛，并选出优胜团队去伦敦观看奥运会。”

“The Olympic garden”Choose the Olympic period in London to do some“Olympic marketing”，Is almost normal things。Thai surplus property xian the vice general manager ZhangXiao told reporters，From this year they have started to march in the London games gives priority to tone do promotion，“Open years，All of our planning is in and the Olympic Games echo，Follow the direction of the London walk，launched‘Olympic cheer，Play to London’activities，Held three people basketball game，Better go to London and select team for the Olympics。”

　　趁着奥运即将开始，奥林匹克花园还推出“青年一代”这个产品，张晓告诉记者，他们是从伦敦奥运的宣传口号“激励一代人”中获得的灵感，“符合年青一代的正是刚需产品，由此我们推出69到83平方米的小户型，恰好也与政府鼓励刚需置业的调控吻合。”

While the Olympic is about to begin，The Olympic garden also introduced“Youth generation”This product，ZhangXiao told reporters，They were from the London Olympic publicity slogans“Incentive generation”Get inspiration，“Comply with the young generation is just need to products，From this we roll out 69 to 83 square meters of small family，And the government encourage just happened to be the home buyers to control agreement。”

借势提升品牌影响力 Taking advantage promotion brand influence

　　业内专家表示,今年只剩下“十一”黄金周算得上是真正的旺季,出于对后市信心不足的考虑,不少开发商索性将营销周期提前,借奥运做营销。

Industry experts say,Only this year“11”The golden week can be real peak season,Out of the market outlook faith is considered,Many developers will simply marketing cycles in advance,Borrow the Olympic marketing。

　　博思堂机构西安地区总经理李秋月告诉记者，“奥运营销，说得通俗点就是借势。随着奥运及其衍生概念的火速蔓延，着力让产品与奥运形成一定相关度，是提升产品认知度的一个好契机。”李秋月认为，企业楼盘推行奥运营销对于推动品牌的影响力，有一定的推动作用，因为体育运动代表着朝气、健康、积极向上。也有开发商表示，结合奥运热潮，进行有目的性的奥运活动策划，除了是为楼盘聚集人气，为其后的“金九银十”做好铺垫以外，也借机树立项目形象，塑造企业文化内涵。

Bo think hall institutions in xian general manager LiQiuYue told reporters，“Olympic marketing，Say popular point is to borrow situation。With the Olympic Games and its derivative concept of speeding spread，Strive to make products and the Olympic form certain correlation，Is to enhance the awareness of the product a good opportunity。”LiQiuYue think，Enterprise building dish Olympic marketing push to promote brand influence，Have certain role，Because sports represents vitality、health、positive。Also have developers said，Combined with the Olympic boom，Have a purpose for the Olympic planning activities，In addition to building dish is gathered popularity，For subsequent“Jin jiuyin 10”Outside the blackboard，Also looking set up the project image，Build the enterprise culture connotation。

　刚需项目最为合适 Just need to project the most appropriate

　　哪种项目更适合做奥运营销呢？李秋月认为，“像奥林匹克花园这种本身有运动主题性的项目，在奥运出现之后，打这个牌，更加贴合实际一些，因为它拥有充足的、广泛的体育资源去与奥运营销相结合。另外一类楼盘是由奥运引发出的活动营销，开发商找到一个全民共同关注的契机。由于关注奥运是以年轻人为主，恰好是刚需的主要构成部分，所以刚需项目最适合做奥运营销。”

What kind of projects more suitable for the Olympic marketing？LiQiuYue think，“Like the Olympic garden this itself has the movement of how the project，In the Olympic Games once，Play this card，More relevant practical，Because it has enough、Wide range of sports resources and to Olympic marketing combination。Another kind of building is by the Olympic caused a marketing activities，Developers to find a universal concern opportunity。Attention is mainly due to the young people，Just need to just the main component of it，So just need the most suitable for the Olympic marketing project。”

　　张晓指出，奥运不仅是开发商卖房的一个由头，还给人们带来一种生活方式，“很多项目现在开展以奥运为主题的活动就很好，倡导了一种健康的生活方式，应该大力推广，促使开发商产品理念的改变。”本报记者蒋莹

ZhangXiao points out that，The Olympic Games is not only a way of selling developers，Back to people with a way of life，“Many projects in now to the theme of the Olympic Games is very good，Advocate a healthy way of life，Should vigorously promote，The concept of product developers to change。”Our correspondent JiangYing