N本报记者 邱岩

N QiuYan our reporter

　　刚送走了欧洲杯，便迎来了奥运会这个夏天，福州楼市注定与体育结缘。

Just off the euro，He ushered in the Olympic Games this summer，Fuzhou property market and sports become attached to。

　　相较于2008年不少开发商的按兵不动，这一次楼市“奥运时间”，榕城诸多楼盘则推出各具特色的奥运相关活动。

Compared with 2008, many developers of Japan，This time the property market“The Olympic time”，RongCheng many building dish is with the unique Olympic related activities。

　　有人说，每逢全球性体育赛事开锣，楼市就会进入“望季”：市民的关注点将被分散，开发商也随即“休养生息”。

Some say，Every global sporting event held，Housing market would enter“Season at”：The concern of the public at dispersed，Developers and“rest”。

　　那么，四年之后，楼市传统的“大赛望季”，为什么变成如今的“活动旺季”？本期“地产·营销”，为您解答。

so，Four years later，Property market of traditional“Contest at season”，Why become now“Activities season”？This issue“Real estate · marketing”，For you to answer。

　　优惠促销新噱头活动蓄客赚吆喝

Preferential promotion activities for new stunt storage at earn

　　近日，奥运会无疑成了所有人关注的焦点，而福州楼市的开发商们自然不会错过这一品牌推广重大节点，也顺势做起了“奥运文章”，诸多以奥运为主题的活动相继开展。

recently，The Olympic Games will undoubtedly become the focus of all attention，And developers of fuzhou property market nature will not miss this one brand promotion major node，Also with the drawing board“Olympic articles”，Many to the theme of the Olympic Games have developed。

　　其中，早在7月中旬，中庚香山春天便率先开启了“奥运9.1折特惠”，每周推出5套“折上折”特价房，这也是为数不多以奥运为噱头的促销优惠活动。

Among them，As early as in the middle of July,，In the spring will take the lead in these open“The Olympic 9.1 fold preferential”，Launched a week 5 sets of“Fold discount on”Special room，This is also one of the few for the sales promotion gimmick promotions。

　　而更多的开发商，则是借奥运之风举行蓄客活动，并推广自身品牌。例如香开新城就于8月1日—16日期间开启“奥运品质发现之旅首都行”活动报名；三盛国际公园则发起“奥运小记者团出征伦敦”活动，甄选50名出类拔萃的少年精英进行深度培训，提前十天抵达伦敦，并在奥运期间亲密接触国际最前沿的赛事，带来伦敦奥运第一手实时精彩的赛事报道；而在新大陆壹号的“极速之夜”活动中，宝马MINI为伦敦奥运会特别设计的“伦敦三侠”惊艳亮相；正荣集团正荣会则携手正荣物业举办了首届社区业主“奥运会”；此外，还有华润橡树湾、世欧王庄等楼盘十分应景地推出奥运有奖竞猜活动，一时间，楼市也充满了“奥运味”。

And more developers，Is the wind of Olympic Games held by xu guest activities，And the promotion of their own brand。Such as sweet open new town is on August 1,-16, open during“The quality of discovery consists capital line”Activities registration；Three ChengGuoJi park is imminent“The small press corps team at the London”activities，The selection of 50 outstanding young elite in-depth training，Ten days in advance arrived in London，And during the Olympics in close contact to the forefront of international events，Bring the London games first-hand real-time wonderful events reported；And in the new no. 1“Speed on the night of the”activities，BMW MINI for London Olympic special design“London SanXia”Jing is colourful appearance；Is honor group is honor will hand in hand and the property is held the first community to the owner“The Olympic Games”；In addition，And huarun oak bay、The European WangZhuangDeng building dish is very occasion to launch the Olympic prize contest activity，time，With property market“Olympic taste”。

　　然而，四年前，同样是奥运节点，同样的暑期档，开发商的行动却大相径庭：房价打折声愈发微弱，楼盘活动逐渐减少，新盘上市量也持续下降……彼时，不少购房者甚至将此看作楼市疲软的讯号。

however，Four years ago，The same is the Olympic node，The same the summer season，Developers strikingly different action：House price discount sound more weak，Building activities gradually reduced，XinPan of also continue to fall...Back then，A lot of the person that buy a house or even see this as a weak housing market signals。

　　对此，一位开发商在2008年接受采访时曾表示：北京奥运会开幕后，许多市民把精力更多投入到观看赛事中，在这种重大特殊节点，购房者的注意力也随之分散，而四五月份的促销打折也不免“伤筋动骨”，于是各大楼盘便不约而同地在奥运期间选择了休养生息。

this，A developer in 2008 interviews has said：After the Beijing Olympic Games open，Many city residents concentrate more into watching，In this great special node，The attention of the person that buy a house is then scattered，And four in May on sale promotion unavoidable also“Get into muscle”，So each big buildings built during the Olympic period and choose the rest。

　　但，四年之后的楼市，为何开发商竞相秣马厉兵，做起了“奥运营销”？

but，After four years in the housing market，Why to developers MoMaLiBing，Working as“Olympic marketing”？

　　刚需盘趁机抢市 大品牌借力推广

Just need to offer took the opportunity to grab the market brand promotion means

　　其实，仔细观察不难看出，此次推出奥运活动的，大多是针对刚需的楼盘，以及重视大节点推广的品牌开发商。

In fact，Observe carefully see not hard，The launch of the activities，Most of the buildings in just need，, and attention to the popularization of big node brand developers。

　　“一方面，由于关注奥运的群体一般以年轻人为主，恰好是刚需的主要构成部分，符合当下以刚需为活跃主体的福州楼市。”福州一知名营销代理公司负责人林先生谈道，近期楼市刚刚迎来七盘齐开，开发商抢市意图十分明显，而购房者的后市预期也逐渐升高，当下购房意愿日益提升，“只要是个营销节点，都不愿错过”，再加上四年一次的奥运节点，本身也是进行品牌形象推广的绝好机会，“所以在这种市场大环境下，就呈现出与四年前截然不同的热闹景象”。

“On the one hand，Because of the attention given priority to with the youth group generally，Just need to just the main component of it，Comply with the need to just for active subject of fuzhou in the sector。”Fuzhou a well-known marketing agency company officials said Mr. Lin，The recent market has welcomed all seven disk drive，Developers rob city is very clear intention，And the person that buy a house is also expected the increasing gradually，The purchase will increasingly ascension，“As long as is a marketing node，Are not willing to miss”，Plus four years a node of the Olympic Games，Itself is for the brand image promotion of the great opportunities，“So in this market environment，It presents with four years ago completely different busy scene”。

　　“而且，奥运不仅仅是开发商卖房的噱头，还可以给客户倡导一种健康的生活方式，并通过实际活动具体呈现出来，进而达到良好的蓄客效果。”

“and，Olympic Games is not only for seller developers campaigns，Also can give customer advocate a healthy way of life，And through the actual activity specific show，And then reach good storage guest effect。”

　　不过，值得一提的是，对于大部分高端别墅项目而言，奥运会就很难实现嫁接。不少别墅项目负责人对奥运主题活动并不感冒，觉得伦敦奥运会与自身项目定位的联系不深，很难找到结合点，购房者的需求更多的还是看楼盘品质与服务。

but，It is，For most of the high-end villa project is concerned，The Olympic Games would be difficult to realize grafting。Many villatic project director for the Olympic theme activities is not a cold，Think London Olympic Games and their own project positioning of the contact is not deep，It is difficult to find combining site，The person that buy a house needs more watching or building dish the quality and service。

　　把握“奥运节点”剑指“金九银十”

grasp“Olympic node”Sword refers to“Jin jiuyin 10”

　　无论是四年前奥运节点的偃旗息鼓，还是四年后同一节点的秣马厉兵，开发商的目的都是相同的：为一个月后到来的“金九银十”做好充足准备。

Whether the 11-year old node of the four years ago，Four years later the same node or the MoMaLiBing，The purpose of the developers are all the same：For a month after the arrival“Jin jiuyin 10”Be well prepared。

　　事实上，不少业内人士均表示，在经历了“金三银四红五月”之后，今年下半年唯一还能展望的重要节点，就是“金九银十”。

In fact，Many insiders are said，after“Four establishments red may”after，The second half of this year only can also looking an important node，is“Jin jiuyin 10”。

　　“但是，如果真要等到9月份再有动作，就太迟了，即便不少购房者对后市预期有所提升，但作为开发商依然谨慎，出于这种考虑，不少开发商索性将营销周期提前，借力奥运做好营销蓄客，待到9月就能提前冲刺。”林先生告诉记者，当前许多楼盘都已准备迎接“金九”这一重大节点，提前做好蓄客，而奥运季就是衔接传统暑期档与“金九”的最好过渡期。

“but，If really need to wait until September have action，It's too late，Even many of the person that buy a house is expected to improve，But as developers are still cautious，With this in mind，Many developers will simply marketing cycles in advance，Borrows the Olympic doing marketing for storage，Until September can get ahead of sprint。”Mr. Lin told reporters，The current many buildings are ready to face“Gold nine”This important node，Ahead for storage，And the season is the summer season and traditional cohesion“Gold nine”Transition period the best。

　　因此，随着赛程的持续深入，奥运及其衍生概念火速蔓延，更多开发商将此视为提升产品认知度的一个好契机，并结合这股奥运热潮，进行有目的性的活动策划，不仅能为楼盘凝聚人气，为“金九银十”做好铺垫，也借机树立项目形象，塑造企业文化内涵。

so，Along with the continuous deep schedule，The Olympic and its derivative concept speeding spread，More developers will treat this as an ascending product awareness of the a good opportunity，The Olympic Games and combining with the boom，Have a purpose for the planning activities，Not only can condensed popular dish，for“Jin jiuyin 10”blackboard，Also looking set up the project image，Build the enterprise culture connotation。