N本报记者 林姿

N our reporter linzi

　　一个月内连续两次降息、公积金贷款额度上调、普宅标准下调、首套房贷85折利率终现身……在2012年楼市上下半场交接之时，金融信贷政策微调频率之高让人应接不暇，许多人认为楼市重回一片火热指日可待。然而，中央又再次放话要求坚定不移做好调控工作……

A month for two consecutive times to cut interest rates、Accumulation fund loan quotas、PuZhai standard cut、The first set of mortgage interest rates at 85 appeared......In the 2012 market in the second half of the handover，Financial credit fine-tuning the high frequency overwhelming，Many people think that the property market to return to a fervent will come soon。however，The central again put words to control work requirement firm...

　　在利空利好交织反复的关口，背负推盘压力的开发商应该趁势快速出击，针对需求变化放量还是等待观望谋定后动？究竟何种方式才是应对目前市场的上上之策？

In the good bad interwoven repeated the pass，Push the developer of the pressure plate on certain trendency should fast attack，Demand for rare or change, wait and see counsel after moving？What what way is the way to deal with the strategy of market at present？

　　纯新盘抢人气 加速入市

Pure XinPan rob popularity speed up market

　　将时间倒回6月底，由于传统的淡季降至，开发商推盘的数量和节奏大幅减少及放缓，虽然纯新盘蓄客活动接连不断，但上市时间也无具体时间表。多个纯新项目负责人也直言：“淡季开盘并非好时机，不如蓄势等待金九银十。”

Will fall back to time at the end of June，Because the traditional off-season down to，Developers push the number of plate and rhythm sharply reduce and slow，Though pure XinPan storage guest activities continued，But no specific schedule time to market。More pure new project director also the truth：“Not a good time to open the off-season，As gaining waiting for jin jiuyin 10。”

　　然而，市场的变化却远快于人们的想象。在政策的不断“示好”之下，许多新盘入市的步伐明显加快，淡市出击的氛围浓厚。

however，The change of the market is far faster than people might think。In the policy of constantly“And good”under，Many of the XinPan entry quickened significantly，The atmosphere of the light attack。

　　中庚红鼎天下目前已展开“临江第一排180套房”认筹，预计这个月内或下月将开盘；融信澜郡70~160房源也已开始预约，预计7月28日开盘；阳光凡尔赛宫98~220户型也展开预约，本月有望开盘；万科广场实景样板间开发，而项目预计本月也将开盘。

In the world at present the same red has launched“Close to the first row 180 suite”Recognition chips，This month or next month is expected to open quotation；Melting letter billows county 70 ~ 160 homes also has started to make an appointment，On July 28, is expected to open quotation；Versailles 98 ~ 220 sun door model also started booking，This month is expected to open quotation；China vanke square between the example of real development，And the project is expected to open this month is also the。

　　“选择在目前开盘是结合项目建设进度、蓄客情况等因素决定的。”一项目营销经理坦言，市场的利好信号是最重要的因素。“原本还没这么快，7月份只是打算常规蓄客，但谁也不知道楼市下一步会如何变化，趁着行情还好加快推盘肯定不会错。”

“Choose in the present is to combine the opening of the project construction progress、Storage factors such as the guest situation decision。”A project marketing manager said，The market good signal is the most important factor。“Was not so fast，In July, just going to conventional storage of guests，But who also don't know how to market the next step will change，While prices also good to speed up the push dish certainly not wrong。”

　　改善型大户集体发力

Improve the strength of large type collective

　　而放眼楼市中的放量房源，原先刚需户型独撑场面的情况已然不见，取而代之的是改善型产品成为推盘的不二主力。

And looking in the property market, expand the rare，Originally just need to door model the ChengChangMian alone has not see，Instead of type is to improve product to become push the main dish。

　　如以墅级婚房打响楼市的泰禾红峪，仅剩下少量62~111两房三房清盘倒计时，而目前展开预约的则是153楼王；世欧王庄的7号楼128~142超豪宅加推；融侨观澜在87三房、105四房、120四房热销后，目前主打的则是150江景五房；三盛国际公园此前针对刚需推出90/120/140/160户型，目前也开始其峰景组团140~160公园藏品的预约；保利香槟国际目前主推的酩悦65~160新品上市；恒宇国际公园一期93~120双公园美宅即将登场；而有小户型上市的纯新盘也仅有永翌上尚城和鼓楼里……

Such as the property market began living level marriage room thaihot red valley，Only a few remaining 62 ~ 111 two room three room winding countdown，And the appointment of is on the 153th floor king；The Europe of building no. 7 wangzhuang 128 ~ 142 super addition push a person of extraordinary powers curtilage；In may of 87 Canadian melts three rooms、105 four room、120 four room after the sell like hot cakes，At present the main is 150 point of five rooms；Three ChengGuoJi park for just need to launch after 90/120/140/160 family，Now also began its peak scene group 140 ~ 160 park is a collection of an appointment；At present the main international poly champagne moet &chandon 65 ~ 160 new products on the market；Constant yu international park a period 93-120 double park the house will debut；And a small family model of pure XinPan listed only for the city and the drum is synergy in......

　　业内人士陈先生分析，“今年上半年，在清库存、回笼资金的压力下，主推刚需户型才能赢得市场实现快速去化。而今，在近期各种政策利好的情况下，开发商也觉察到改善型购房者强烈的买房意愿，于是开始调整推盘节奏，将搁置的大户型再度拿出来推销，趁势去化。”

Industry insiders Mr. Chen analysis，“In the first half of this year，In the stock、Under the pressure of receivables，Main just need to family could win the market to achieve rapid change。now，In the recent good policies，Developers are aware of the person that buy a house to buy a house to improve the strong will，And they began to adjust the push dish rhythm，Will hold large family take out again to promote sales，To certain trendency of。”

　　以推新为名减少优惠

To push the new name reduce privilege

　　推新之余，关于提价的说法早在降息前就已经在市场上悄悄传开，而不少开发商也试水了一番。而“涨价”苗头从各家报广中便知一二。

Push more than the new，About the rise in early before that cut interest rates in the market has been quietly spread，But many developers also try a water。and“prices”From his wide report in outlook will know just a little。

　　如顺华乌龙江大区此前打出的优惠价格为5888元/起，而目前仅余压轴的两栋912楼酒店级稀缺臻品价格就升至6177元/起。无独有偶，马尾凯隆橙仕公馆4楼SOHO新品即将开盘，价格7588元/起，而在一个月前的优惠价还在6988元/。

Such as the China JiangDa area previously hit his preferential price for 5888 yuan/up，And currently, only two of the axis of more than 912, building floor level hotel prices will rise to become scarce 6177 yuan/up。similarly，Horsetail kieron orange shi residence building new products will be opened 4 SOHO，Price 7588 yuan/up，And in a month ago in the preferential price of 6988 yuan /。

　　此外，五四北一家楼盘现推出的特价房价格为13000元/。而今年年初，相近楼层价格均价仅11000元/左右。更有楼盘放话“涨价在即”，刺激购房者出手。

In addition，The north a building dish launched on sale now housing prices for 13000 yuan /。And earlier this year，Similar floor price average only 11000 yuan/or so。More buildings put words“Prices at the”，Stimulate the person that buy a house moves。

　　“在目前的定价上产品走量迅速的项目，预计接下来开盘定价应该多少有上升空间，毕竟低开高走是主流趋势。”业内人士林先生说道，但是他认为，鉴于目前市场的承受能力，涨价并未成为一种趋势，更多的作为噱头抓住了买家买涨不买跌的心理，最终达到销售的目的。从目前形势而言，由于调控总基调未改，房价并未有大幅度反弹的空间。

“In the current pricing on quantity of products go quickly project，The price is expected to open up space should be much，After all, low open is high to go mainstream trend。”Industry insiders Mr. Lin said，But he thinks，In view of the current market to bear ability，Prices did not become a trend，More as a stunt caught buyers buy or not to buy up fall psychology，Finally achieve the purpose of sales。From the current situation is concerned，Because the total fundamental key not to control，House prices did not have the resilience of the space greatly。

　　转变产品线供应多元化

Change supply diversified product line

　　在上半年以刚需产品跑量快销之后，许多房企都酝酿推出新项目，填补产品线空白。

In the first half of the product quantity to just need to run faster after sales，Many rooms are introduced new projects brewing enterprises，Fill the blank line。

　　如贵安新天地在商铺、山水别院和高层住宅项目之后，精装温泉酒店公寓7月14日开盘；中茵上城国际在原先住宅热销基础上推出20~100地铁口沿街现铺；融信大卫城89~149墅级高层热销后，目前推出城市别墅大卫城·波托菲诺；新大陆壹号在联排热销后高层公寓即将推出；华润橡树湾计划推出大平层；永嘉天地也酝酿推出其综合体中的商业项目……

If your AnXin heaven and earth in the shops、Landscape and high-rise residential project after clause，Hardcover hot springs hotel apartment July 14 open quotation；In between the international in former bitter based on residential sell like hot cakes out 20 ~ 100 subway stations spread along the street now；Melting letter of the city of David, 89 ~ 149 living senior level after the sell like hot cakes，At present out of the city of David, · wave city villa's "phillips；The new no. 1 in the townhouse after coming out with high-rise apartments sell like hot cakes；China resources oak bay plans to release of Pacific Ocean；Always fine the heaven and earth also brewing introduced its complex of business projects...

　　在市场环境回暖后，开发商也敢于调整营销策略以及产品供应结构，突出自己项目的特色。“更加丰富的产品线和区域，也让消费者有了更多更广阔的选择。对于置业者来说，这种市场现象将给他们带来更多的利好。”一项目营销经理王先生对记者表示，调控政策改变了市场环境，也加速了房企间的洗牌，积极求变是房企现阶段应该考虑的问题。目前刚需楼盘仍然是市场主旋律，不过，随着市场趋于稳定，多元化产品定位将成为更多房企的选择。

In warm and market environment，Developers also dare to readjust marketing strategies and product supply structure，Highlight your project characteristics。“More abundant product lines and area，Also let consumers have more wider choice。For homebuyers speaking，This market phenomenon will bring more positive news。”A project marketing manager, Mr. Wang told reporters，Control the policy changes market environment，Also accelerated the room between enterprises of the shuffle，Positive change is a room at this stage of the enterprises should consider。Now just need to building dish is still the main melody market，but，As the market will tend to be stable，Diversified product positioning will become more expensive room choice。

　　“休眠”项目冒尖

“dormancy”Project MaoJian

　　趁着市场趋好，一些在市场中鲜有露脸沉寂已久的项目也在近期大步迈入密集推广期。

Taking the advantage of market QuHao，Some in the market few of silence already a long time of project appearances in recent big step into dense and promotion period。

　　自2月25日开盘后就沉寂许久的永兴郦江近日重振旗鼓入市，打出“四房总价158万起，享优惠95888元”的广告；福晟钱隆大第在去年SOHO波士堂大卖后并无大动作，如今大举推出“7全景楼王117~142~168全景豪宅”；而在去年火热销售后，福晟钱隆御景也进入扫尾销售，“压轴楼王最后15席，167纯板楼现房”。马尾高端楼盘名城国际从去年8月起一期推出认筹却迟迟未现开盘具体时间表，而行至今年，其137~337观江大平层终于在8月11日正式开盘。

Since February 25, after a long silence opened the yongxing LiJiang recently rallied market，hit“Four room price since 1.58 million，Enjoy preferential 95888 yuan”advertising；F sheng QianLong big first in SOHO last year after selling boss hall and no big action，Now sweeping out“7 panoramic floor wang 117 ~ 142 ~ 168 panorama a person of extraordinary powers curtilage”；And at last hot after sales，F sheng QianLong royal scene into SaoWei sales，“Building the last 15 seats to anchor the king，167 pure board floor show a house”。Horsetail high-end building city international since last August launch raise up a period that he didn't now open quotation timetable，And step to this year，The 137 ~ 337 view JiangDa smooth layer is finally in August 11, officially open quotation。

　　纵观此前的“休眠”项目，多为高端项目或是大户型，不论单价还是总价均较高，在前一段时间难以讨好市场中的购房主力刚需，因此以减少推盘量的策略暂时休整观望。而随着楼市不断向好，业内人士预计目前市场成交的回暖促使改善型买家入场，也让这类项目有了入市的基础。此外，以首次置业为目的的刚性需求在今年一、二季度已经释放了很大一部分，市场潜在的需求已十分有限，改善型需求将成为楼市的主流需求，成为中高端市场的有力支撑。

In the previous“dormancy”project，For more advanced project or large family，No matter the unit price or total prices are higher，In some time ago to please the future.as the market just need to，So in order to reduce the amount of disk push for a wait-and-see strategy to rest。But with the housing market continuously up well，The personage inside course of market at present is expected to clinch a deal of buoyancy to improve the type buyers，Also let this kind of project with the foundation of the entry。In addition，To first-time home buyers for the purpose of this year in a rigid demand、In the second quarter had released a big part of it，The needs of the market potential is very limited，Improve type demand will be the mainstream of the property market demand，Be in high-end market of strong support。

　　【记者观察】

【Reporter observation】

　　自我调节应对市场

Self adjusting to market

　　面对着利好利空此起彼伏的市场局面，现在究竟是该观望还是转型抑或者加快入市，各家开发商都有自己的判断。

Facing the good bad violent market situation，Now what is this wait-and-see or transformation or speed up the market，His developers have their own judgment。

　　在经历数次调控和危机后，开发商们也有了更多的应对措施和经验，纷纷根据自身资金情况和明年布局来调整销售策略和推盘节奏。

After several times after regulation and crisis，Developers also have more measures and experience，According to their own capital and in the next year to adjust sales strategy and layout push dish rhythm。

　　在市场走向尚不明朗的情况下，适当观望放缓推盘节奏也许会比较明智。但与前一阶段市场低谷时不同，目前大幅回暖已经是不争的事实，而后楼市调控是会适度松绑还是继续高压，仍旧众说纷纭。因此与其等待后市变化错过目前尚佳的出货机会，不如积极动作快速出货或者根据市场需求变化调整产品线。

In the market to remains to be seen，Appropriate wait-and-see slowdown push may be wise to dish rhythm。But with the preceding stage market bottom different，At present has warmed a is the fact that does not dispute，And then property market regulation will moderate easing or continue to high pressure，Still twittering。So than waiting for change is at present the chance to miss subscale shipment，As positive action fast delivery or according to the market demand change adjust product line。

　　有业内人士表示，现在不少手头留有项目未开的开发商都纷纷加快开发进程，快速抢滩市场，“只要手头有足够的资金和人力，都不会再拖了，达不到销售条件的也都在赶建设进度。因为后市实在难以预料，不如趁着目前利好频发，购房者心理预期回升而楼市调控未有大动作时抢人气，快速进入实质销售阶段，毕竟销售还是落袋为安。”

The personage inside course of study expresses，Now many hand did not start with the developer of the project have to speed up the development process，Subordinate to market fast，“As long as have enough money and manpower，Won't wait，Can not reach the conditions of sale of all the cast the progress。Because it is difficult to predict，While current frequent than good，The person that buy a house expectations and property market regulation does not rise movements of his popularity，Rapid access to essence sales stage，After all the sale or fall bags for Ann。”