徐鑫 摄影 李瞻

XuXin photography LiZhan

　　楼市限贷限购，以价换量成为市场主流，楼市去投资化成为市场常态。着眼于未来楼市形势，房企将何去何从？楼市又将如何？昨天，由新闻晚报主办的第十届上海最受欢迎楼盘评选颁奖盛典于国金中心丽思卡尔顿宴会厅举行。百余位房企领袖代表、沪上主流媒体和著名房地产业内专家悉数到场，在见证楼市 “上海力量”的同时，也共同畅谈楼市的未来。

Housing loans 限购 limit，Price change to become the mainstream of the market，Property market to invest in the market as normal。A look to the future market situation，Room stand to be？How will housing？yesterday，By the evening news held the 10 th Shanghai's most popular awards festival YuGuoJin center building dish selection beautiful jw marriott banquet hall。More than a room enterprises leader representative、Shanghai mainstream media and famous real estate industry experts are all present，In witness property market “Shanghai power”At the same time，Common talk about the future of the property market also。

　　下半年楼市会趋于稳定

The second half of property market will be more stable

　　火红的八月，夏意正浓，第十届上海最受欢迎楼盘评选经过近两个月的紧张、慎重的评选，终于落下了帷幕。在颁奖会议上，面对获奖楼盘，与会专家纷纷表示，在长效调控机制的推动下，上海楼市的表现仍旧理智和稳定，对上海楼市市场继续持有坚定的乐观态度。

Red August，Summer Italy is strong，The 10 th Shanghai's most popular dish selection after nearly two months of tension、Careful selection，Finally end。At the meeting，Facing the building，The experts have said，In the long-term, control mechanism driven，Shanghai property market performance still reason and stable，Shanghai property market market to continue to hold firm an optimistic attitude。

　　住建部政策研究中心主任、中国城乡建设经济研究所所长陈淮在演讲中表示，房地产仍然会是国家的经济支柱。他坦言，目前外围经济低迷，而中国国内的经济又找不到新的亮点，势必会重新回到固定资产投资上。在城镇化和消费结构升级的背景下，中国经济不乏内动力。在政策调控下，房地产会更加稳步的发展。

Live JianBu, director of the center for policy research、China's urban and rural construction and economic research institute of council in the speech said，Real estate will still is the economic pillar。He said，Currently outside the economic downturn，But China's domestic economic and can't find a new window，Certainly will will return to the fixed assets investment。In the urbanization and consumption structure under the background of the upgrade，China's economy in power there。In the policy regulation，Real estate will be more steady development。

　　面对未来的房地产走势，陈淮还指出，下半年中国房地产会趋于稳定，“稳定”会体现在供求关系、价格、政策以及社会预期这四个方面。他认为，在中国的城市化进程当中，房地产业将为未来的国民经济发展提供物质基础，而国民经济发展的速度、质量、规模以及效益也取决于房地产业发展的速度、规模、质量和竞争力。

Facing the future trend of real estate，Council also pointed out that，The second half of China's real estate would be more stable，“stability”Will be reflected in the supply and demand、price、Policy and social expected these four aspects。He thinks，In China's urbanization process of，The real estate industry will be for the future of the national economy development to provide material base，While the national economic development speed、quality、Scale and benefit will also depend on the speed of the development of real estate industry、scale、Quality and competitive。

　　上海易居房地产研究院发展研究所所长李战军对此表示了认同。在他看来，“现在仍是房地产调控的关键时期。在现行的调控政策下，目前的市场行情将会继续维持。 ”

Shanghai institute of real estate development in the easy, director of LiZhanJun has expressed its identity。In his view，“Now is still the key period of real estate regulation。In the current regulation under the policy，The present market situation will continue。 ”

　　李战军表示，即便是在如此艰难的环境下，房地产商仍加快竣工项目，来达到迅速消化库存的目的。而目前的楼市已积聚了大量刚需，限购只是暂时的行政措施，可以说未来开发商的投资回报仍将可观。

LiZhanJun said，Even in such a difficult environment，The real estate business still accelerate completed projects，To achieve the purpose of inventory quickly digest。And at present in the housing market has amassed a just need to，限购 just temporary administrative measures，The developers say the future investment return will still considerable。

　　楼市产品回归消费属性

Property market products return to consumer attributes

　　针对2012年的上海楼市进入高性价比产品时代问题，不少到场房企高管和获奖代表均表示，逐渐回暖的楼市市场，更加讲究“以人为本”的特质，经得起市场考验的高性价比产品才会为市场认可。

For the 2012 Shanghai property market access cost-effective products the problem of age，Many enterprises to ChangFang executives and the representative expressed that，The housing market warms up gradually，More exquisite“It is with the person this”characteristics，Stand the test of the market the products will cost-effective for market acceptance。

　　业内人士认为，由于投资型需求的离场，刚性需求占比越加扩大，房地产产品消费属性回归，消费者的品牌偏好效应增强，品牌成为企业市场份额扩张的重要保障，而不具备品牌优势的企业则将会面临更大的市场风险和不确定性。目前，无论是中、低端住宅市场，还是高端豪宅市场，产品质量优劣成为整个行业齐头并进的标榜因素。这一重要元素不仅仅包含了外在的质量，还有功能齐全的户型、人居舒适度、小区环境等等。而这也正是第十届上海最受欢迎楼盘此次评选的活动宗旨。

The personage inside course of study thinks，Due to the investment needs of pitch，Rigid demand more of than expand，Real estate product consumer attributes regression，Consumer brand preference effect increased，Brand to become the enterprise market share an important guarantee of expansion，And do not have the advantage of brand enterprise then will be facing a big market risk and uncertainty。At present，Whether in、The low end of the housing market，Or a person of extraordinary powers curtilage the high-end market，Product quality as the industry has gone hand in hand to lead factors。The important element includes not only the external quality，And complete function door model、Living comfort、Village environment and so on。And this is precisely the 10 th Shanghai's most popular building dish the selection of the activity objective。

　　秉承该宗旨，此次评选活动共设置了 “责任地产品牌企业奖”、“卓越推动力人物奖”、“商业前景金奖”、“特别期待大奖”、“人居示范金奖”、“生态价值金奖”等诸多奖项，奖项数为历届评选之最。而活动“产品力、影响力、生命力”的主题，不仅受到业内外人士的高度关注，更吸引了近四十家知名品牌房企竞相参与和展示其产品个性以及魅力。

Adhering to the tenet，The selection of activities Settings “Responsibility real estate brand enterprise award”、“Excellent impetus contest”、“Gold medal of the commercial prospects”、“Really looking forward to award”、“Residential demonstration gold medal”、“Ecological value gold medal”, and many other awards，Awards for all the number of selection。And activities“Product force、influence、vitality”theme，Not only by people inside the concern，More attracted nearly 40 famous brand enterprises to participate in and show room the product personality and charm。

　　调控迫使房企提升品质

Regulation forced room enterprises improve quality

　　值得关注的是，在此次评选活动的舞台上，上海楼市的各大开发商空前展现了自身产品的特色和企业风采。不难看出，经过2011年至今的政策调控，行业在产品品质、扩大企业品牌方面得到快速提升。

There is concern，In the selection of activities on the stage，Shanghai property market of each big developers unprecedented show the features of their products and the profiles of the enterprises。It is easy to see，After 2011 years until now policy regulation，Industry in the quality of the product、Expand enterprise brand for rapid advancement。

　　在本次颁奖活动上，获得最值得期待大奖“2012地产卓越推动力人物大奖”的上海万科营销管理中心总经理周海峰表示：“我们与最受欢迎楼盘评选一起共同走过了10年，这10年的风风雨雨大家都在不断的努力前进，我们希望未来还将为上海地产做出更大的贡献，为楼市奉献更多好产品。 ”

At the awards ceremony，To obtain the most worth looking forward to award“2012 real estate excellence awards impetus characters”Vanke marketing management center of Shanghai general manager ZhouHaiFeng said：“We and the most popular building dish together through the selection for 10 years，This 10 years of ups everyone in constant efforts to advance，We hope the future will also for Shanghai real estate make more contribution，For the housing market to dedicate more good products。 ”

　　另外，本届最受欢迎楼盘评选还特别设立了“城市贡献奖”。这一奖项主要为了表彰在今年对行业开发做出深刻思考的先行者。

In addition，The building is the most popular selection specially set up the“City contribution award”。The award in recognition of the main industry this year to make the forerunner of the deep development thinking。

　　获得这一奖项的豪宅市场代表者上海星河湾的领奖人就表示：“作为城市中一道风景线，我们身上背负的是沉甸甸的责任，今天这个奖项给我们鼓励，我们也将会创造一个又一个令大家满意的经典产品项目。 ”

Get the award of a person of extraordinary powers curtilage the Shanghai market represent the star river the honorees says：“As a scenery line in the city，We carried on the is heavy responsibility，Today the award to we encourage，We will also create a and a please everyone with classic product project。 ”

　　同样获得此奖项的徐汇·中凯城市之光，以市中心罕见的扁平式大平层豪宅吸引了不少购房者。其代表人表示，中凯将以优质的产品来回报社会各界。

Also got the award of xuhui · kay city lights，In downtown rare flat Pacific layer a person of extraordinary powers curtilage attracted many homeowners。The representative said，Kay will be with the high quality products to return the society from all walks of life。

　　在此次颁奖盛典上，获得“生态价值金奖”的代表有华贸东滩花园、长泰西郊别墅、绿地海语墅以及三湘七星府邸；“特别期待大奖”则由金地艺华年、农房恒海国际花园、万叶紫宸苑等获得；“人居示范金奖”的得主是国信世纪海景、绿地公元1860、绿洲香格丽花园等项目；同时，在商业地产项目上设立的“商业前景金奖”则是由宝山万达广场、美吉特工业品博览城等项目获得。

In the trophy，get“Ecological value gold medal”A China trade representative of the east beach gardens、In the western suburbs of changtai villa、Green sea language and responsibilities living seven mansion；“Really looking forward to award”The gold departs by art、NongFang eternal sea international garden、All things YeZiChen estates and gain；“Residential demonstration gold medal”The winner of the century seaview is expressed、Green space in A.D. 1860、Oasis, the beautiful garden project such as incense；At the same time，In commercial real estate projects set up“Gold medal of the commercial prospects”It is by baoshan wanda plaza、Beauty jeter industrial products expo program by town, etc。