2012年已过去半年，西安楼市从年初受调控限购影响，成交量持续走低、房价停涨，市场表现低迷，一时间楼市仿佛进入到了“冬天”。 购房者的观望情绪不断增长，购买双方的博弈亦在不断升级。但随着天气的逐渐变暖，五月的楼市似乎也寒气渐去，到了六月更是出现了一个销售小高潮，于是有人就想，“春天”是否已到来？楼市是否已经回暖？而在大声高唱“春天里”……

2012 already in the past six months，Xian property market from at the beginning 限购 influence by the regulation，Volume remains lower、Stop house prices rose，Market lacklustre，Time entering into the market as if“winter”。 The person that buy a house watching the growing mood，Buy both sides of the game is continuously upgrade。But as the weather gradually warming，The housing market may also seems to be cold gradually，By June is the emergence of a sales small high tide，And they want to，“spring”Is already coming？Whether the property market has warmed？And sing aloud“In the spring”......

　　降价促销

Depreciate sales promotion

　　玩“低杠”为驱寒

play“Low its”For cold

　　整体看来，西安楼市与全国市场表现相近，一季度市场低迷成交量持续走低，犹如体操运动员从“高杠”跌落到了“低杠”上一样，成交量是由高向低，价格亦自高而下。一时间，失去了往日在“高杠”上腾飞跃起的优美身姿。

Overall look，Xian property market and the performance of the markets close，Quarter downturns volume keep falling，Is like a gymnast from“High bar”Fell to“Low its”as，Volume is made from high to low，The high price also。time，Lost in the past“High bar”On the beautiful posture leaping off。

　　天冷无棉衣，唯有跺脚搓手驱寒意。楼市也不例外，当进入“冬天”无御寒棉衣和火炉时，特别是资金压力不断增大，资金链绷得嘎嘎作响之时，最佳的办法恐怕就是“做些运动”积极促销！用低价格杠杆撬动市场直接以价换量，一些品牌开发商更是推出了低折扣甚至以成本价发售，价格上更具备优势，加上品牌的影响力和楼盘的品质及服务，以求最快的走量。而在低价杠杆的撬动下，市场确有些许复苏，成交量从四五月份开始有所上升。

The day is cold without cotton-padded clothes，Only stamp foot rub hands meaning of the cold。Housing is no exception，When the“winter”No warm warm clothes and a stove，Especially the capital increase pressure，Capital chain stretch tight creaky，The best way is, I'm afraid“Do some exercise”Positive promotion！Use the low price leverage to move the market price is directly change，Some brand development business is introduced a lower discount or even at the cost price sale，The price will have more of the advantage，With a brand of power and building the quality and the service，For the fastest go quantity。And in low leverage under the move，Does have some market recovery，Volume four may rise from the start。

　　据西安房地产信息网数据研究中心数据显示，2012年1月—5月，西安住宅均价总体呈平稳走势，基本在6600元/上下浮动，而随着政策效应的持续作用，西安楼市价格战已打响近半年有余，面对始终低位运行的销售量，开发商迫于政策及资金的巨大压力，采取各种优惠、打折等来变相降价，也有通过“价格低杠”直接进行降价入市发售的行为，这些都使得房价失去了上涨的动力，就目前来看，房价或在一段时间内会表现为稳中有小幅波动，会继续在“低杠”周边运动，大涨则无太大可能。

According to the real estate information network data xian research center data shows，In January 2012, 5 months，Xian residential average overall be a smooth movements，Basic is in 6600 yuan of/to fluctuate，But along with the continuing role of policy effect，Xian property market price war has started to spare nearly half a year，Face always low sales of operation，Developers are under great pressure and the funds of the policy，Take all kinds of preferential、To a discount on price in disguised form，Also have through the“Low price its”Directly with the release of the entry price behavior，House prices have brought to the lost of rising power，It now looks，House prices or in a period of time for stability will show a slight fluctuations，Will continue in“Low its”Surrounding movement，Rose, no too big may。

　　频办活动

Frequency event

　　玩“高杠”为走量

play“High bar”Go for the amount

　　自年初以来，在库存和资金的双重压力下，一些开发商在多轮市场营销轰炸之后亦开始改变市场策略，在有价无市的状态下，放弃了对价格的追求，用价格换取销量，在部分楼盘降价促销的和几乎每周都举办的高频次高密度的大型团购活动的强大攻势下，使得刚性需求观望态势趋于松动并逐步入市，加之各地微调动作频频以及央行年内两次降息，尽管降息更多是为稳定整体经济的发展增速，但也在不断强化各方对于楼市回暖的预期，从而使得六月份的成交量有较为明显的上涨。

Since the beginning of time，In inventory and funds under double pressures，Some developers in several rounds of marketing bombing also began to change after market strategy，In the state of all the price，Give up on the price of pursuit，With prices for sales，In some parts of the building dish depreciate sales promotion and almost every week of high frequency held high density of large bulk of activities under the strong offensive，Make rigid demand wait-and-see situation tend to loose and gradually entering the market，All movement and fine-tuning frequently and central bank cut interest rates two years，Although cut is more for the development of the whole economy growth stability，But also in the parties to strengthen market warms up in the expected，So that the volume of sales in June have obvious rise。

　　而开发商积极采用高频次举办活动（特别是团购）这一“高杠”来促使成交量跳跃上“高杠”的方法，亦确实有一定实效。

But developers actively adopt high frequency activity（Especially the bulk）this“High bar”To promote the volume on the jump“High bar”method，Also a certain effect。

　　成交量跃上“高杠”的背后，楼市调控坚冰是否真的消融？7日，国务院总理温家宝强调，目前房地产市场调控仍然处在关键时期，必须坚定不移做好调控工作。总理上半年“五论”房价以及各部委一月内密集表态调控不放松，为市场注入了一针“定心剂”。有业内人士表示“把抑制房地产投机投资作为一项长期政策”，若如此，开发商就必须要学会“高低杠”这项运动，用“价格低杠”促使成交量跃上“高杠”，用“高频活动”保障成交量在“高杠”上持续舞动。

Volume leap“High bar”Behind the，The ice is not really ablation property market regulation？7，The state council premier wen jiabao stressed，Real estate market regulation is still in critical period，Must unswervingly well control work。Prime minister in the first half“Five of”Home prices and a month various ministries and dense comment not to relax regulation，For markets with a needle“DingXin agent”。The personage inside course of study expresses“To curb the speculative investment as a long-term policy”，If so，Developers will have to learn“uneven”The sport，with“Low price its”Make up volume“High bar”，with“High frequency activities”Security volume in“High bar”For dancing on。

　　作者：王建红

The author：WangJianGong

　　简介：城市地产运营专家，大中华购物中联盟副秘书长，中商联商业研究院专家委员会副主任，龙化东方战略咨询机构总经理。

introduction：City real estate operation experts，The greater China shopping federation of deputy secretary general，Merchants in commercial research institute, deputy director of the expert committee，The Oriental dragon strategy consulting agency general manager。

　　记者 周军整理

Reporter hui xue.a novel algorithm for finishing