2011年3月，一纸限购令搅乱了苏州楼市，限购令的紧随其后使得苏州楼市陷入了一片混战，购房者的观望情绪越发浓重，成交量大幅缩减，售楼处也是冷清之态。房企面对积压的库存以及吃紧的资金链在患得患失之间，以营销战为依托扭转颓势。2011年下半年开始至2011年末，苏州楼市的营销战十分红火，万科、中海、九龙仓、华润置地、首开地产、恒基兆业等近百家房企开展了周末活动，无论是开盘、加推、售楼处公开、样板房公开等楼盘的常规节点活动，还是各式各样的业主活动活跃在苏州楼市这个大舞台上。

In march of 2011，A paper is restricted to disturbed suzhou market，Purchasing orders that followed by suzhou market into a piece of scrimmage，Home buyers wait-and-see mood more dense，Volume greatly reduced，The building of the state is cold and cheerless。Room enterprises face the backlog of inventory, and a tight capital chain in swayed between loss，To marketing battle to rely on turn things around。The second half of 2011 to the end of 2011，Suzhou market marketing war very prosperous，vanke、China、Kowloon bin、Huarun real estate、The first to open the real estate、Constant radical zhaoye etc nearly hundred room to carry out the weekend activities，Whether the opening、Addition push、Sales offices open、Example room, such as public building dish conventional node activities，Or all kinds of owner activities in suzhou active property market this big stage。

　　步入2012年下半年，苏州住宅的成交情况却有了一个变化。2月下旬始，苏州住宅每日成交量大幅增加，从3月至6月，住宅平均每日成交总量约为392套，同比增幅292%，可见购买力释放速度激增。而房企对于此情景，以加大营销力度从而迅速出货，因此每个周末甚是忙碌，近200个周末活动参与争夺购房者战争。

Into the second half of 2012，Suzhou residential deal but have a change。Beginning late February，Suzhou housing daily volume increase，From march to June，Residential average daily clinch a deal amount is about 392 sets，The year-on-year growth rate of 292%，Visible purchasing power release rate surge。And the housing enterprises for the scene，To increase marketing efforts and rapid delivery，So every weekend is very busy，Nearly 200 weekend activities involved in the war for the person that buy a house。

　　除了楼盘常规的节点活动外，业主活动则成为了房企积攒人气的最好途径之一，但业主活动的同质化现象却十分严重。九龙仓时代上城的少儿模特大赛、南山檀郡项目详情业主社区相册样板户型视频地图少儿钢琴比赛、绿地华尔道名邸项目详情业主社区相册样板户型视频地图的少儿才艺大赛、金科廊桥水岸项目详情业主社区相册样板户型视频地图宝贝秀……尽管形式不仅相同，但是都以少儿为主旨，从而吸引有购买能力的父母成为其潜在的客户，此外，冰淇淋DIY、蛋糕DIY、彩绘DIY、冰粥DIY等亲子DIY主题的活动也受到房企的宠爱，华润置地橡树湾项目详情业主社区相册样板户型视频地图、首开班芙春天项目详情业主社区相册样板户型视频地图、康桥溪岸项目详情业主社区相册样板户型视频地图、方圆云山诗意、朗诗绿色街区项目详情业主社区相册样板户型视频地图、朗诗东吴绿郡项目详情业主社区相册样板户型视频地图、鑫苑国际城市花园项目详情业主社区相册样板户型视频地图、金科王府项目详情业主社区相册样板户型视频地图……都是亲子DIY的座上宾。

In addition to building the conventional node outside activities，The owner activity, become the room to one of the best ways to accumulate popularity，But the owner activities of the homogenization phenomenon is serious。Kowloon bin age between children's model contest、Nanshan wingceltis county project details owner community photo album model family video map children's piano competition、Green huaer word name house project details owner community photo album model family video map children's talent competition、Jinke lounge Bridges water bank project details owner community photo album model family video map baby show...Although not only the same form，But with children as purpose，So as to attract a purchase ability parents become the potential customers，In addition，Ice cream DIY、Cake diy、Coloured drawing or pattern DIY、Ice porridge DIY etc parent-child DIY theme activities have also been room enterprise's favor，Huarun real estate oak bay project details owner community photo album model family video map、First the commencement of the fu spring project details owner community photo album model family video map、Cambridge creek bank project details owner community photo album model family video map、Fangyuan yunshan poetry、Lang poetry green blocks project details owner community photo album model family video map、Lang poetry dongwu green county project details owner community photo album model family video map、Xin yuan international city garden project details owner community photo album model family video map、Jinke wangfu project details owner community photo album model family video map...Are parent-child DIY brow functions。

　　且这些活动都相隔时间时间很近，而在端午节小长假期间，阳光水榭项目详情业主社区相册样板户型视频地图、金科王府项目详情业主社区相册样板户型视频地图、中惠晨曦馨苑项目详情业主社区相册样板户型视频地图、首开班芙春天项目详情业主社区相册样板户型视频地图、置地悦湖项目详情业主社区相册样板户型视频地图、阿卡迪亚项目详情业主社区相册样板户型视频地图、雅戈尔(600177,股吧)璞墅项目详情业主社区相册样板户型视频地图、冠城大通(600067,股吧)蓝湾项目详情业主社区相册样板户型视频地图、万科长风别墅、九龙仓繁华里项目详情业主社区相册样板户型视频地图等多家楼盘推出了以粽子为主题的活动，大同小异的都以包粽子为切入点，而对于购房者来说，无论参加那一家都是相同的，则分化了购房者对于楼盘本身的关注点，对于积攒楼盘的人气并不有利。

And these activities are separated by time time is near，And in the Dragon Boat Festival small long vacation period，Sunshine waterside pavilion project details owner community photo album model family video map、Jinke wangfu project details owner community photo album model family video map、In the morning we XinYuan project details owner community photo album model family video map、First the commencement of the fu spring project details owner community photo album model family video map、Real estate yue lake project details owner community photo album model family video map、Acadia project details owner community photo album model family video map、youngor(600177,guba)This equipments project details owner community photo album model family video map、GuanCheng chase(600067,guba)Blue bay project details owner community photo album model family video map、Vanke changfeng villa、Kowloon bin prosperous project details in the community photo album model family video map, a number of other buildings introduced to zongzi as the theme of the activities，Very much the same with rice dumplings as the breakthrough point，And to the person that buy a house is，No matter to the one is the same，The person that buy a house divided the building itself to the concerns，To accumulate the popularity of the building is not favorable。

　　相城活力岛一家楼盘的专案经理王经理表示，“业主活动的确能够吸引购房者前来，也有利于积攒人气，有利于寻找潜在客户，但是随着时间的推移，购房者每周的经历也就多了，对于楼盘也相对了解了，而推出的仍是同类化的毫无新意的活动，则不利于留出他们的视线、他们的"心"。因此，我们压力也是十分大，需要想很多点子来吸引购房者。”

Phase city vigor island a building project manager manager wang said，“The owner activities are truly able to attract the person that buy a house to come to，But also to accumulate popularity，To seek for potential customers，But as time goes on，The person that buy a house weekly experience is much，To understand the building is relatively，And roll out is still the same turn of corny activities，Otherwise difficult to set aside their line of sight、their"heart"。therefore，We pressure is also very big，Need to think a lot of ideas to attract the person that buy a house。”

8月周末活动锐减 房企休养生息存储后劲 August weekend activities decrease room to rehabilitate storage staying power

　　步入8月后，苏州的天气越发的炎热，这也预示着苏州楼市的传统淡季已经来到，尽管7月的传统淡季并不淡，但从目前的每日成交量来看，8月开始步入了楼市调整期。而这调整也调整了房企的周末营销战，8月的周末市场开始淡出房企的眼球，周末活动锐减。

Into 8 months，Suzhou weather all the more heat，This also indicates the suzhou housing traditional off-season has come，Although July traditional off-season does not light，But from the current daily turnover to see，The beginning of August to enter the property market adjustment process。And this adjustment also adjusted the room to weekend marketing war，August weekend market began to fade out room to eye，Weekend activities decreased。

　　据365地产家居网的不完全数据统计，8月至今即将有2个周末，而在这2个周末中，共计21家周末活动（首周13家，第二周8家），房企开盘推出新房源的情况也锐减不少，在2周内仅7家楼盘开盘，且都为加推，并无新盘入市。而这和3至6月份的情况大相径庭。业主活动本是招揽购房者以及揽人气的最快方式之一，在8月也出现了缩减的情况，而在8月以来举办的几乎都以清凉为主题。

According to the 365 real estate home JuWang's incomplete statistics，Since August will have two weekends，And in these two in the weekend，A total of 21 family weekend activities（First week 13 home，The second week 8），Room to launch the opening of new houses also decreased a lot，In 2 weeks just seven home building opening，And were all for addition push，And no XinPan entering the market。And this and 3 to 6 months situation vary widely。The owner of this activity is soliciting the person that buy a house and popularity embrace the fastest way，On August also appeared reduced situation，And in August held since almost all with cool and refreshing as the theme。

　　同策咨询与研究分析中心经理宋红卫先生则表示，“8月份，天气越发的炎热，随着购房者的"躲避酷暑"，房企也相应的改变策略，而8月开盘，对于房企来说也是一大挑战。因此我觉得8月周末活动的锐减，一方面是由于天气原因，另一方面，房企也可以在8月休养生息，为下半年的营销战略做准备。“

With policy consultation and research analysis center manager Mr. SongGongWei, said，“In August，The weather all the more heat，With the person that buy a house"Avoid intense"，Room enterprises also corresponding change strategy，In August the opening，For room enterprises is also a big challenge。So I think August weekend activities of factors，On the one hand is due to the bad weather，On the other hand，Room to also can be in August rehabilitate，In the second half of the marketing strategy for preparation。“

业内：周末活动需创新 实在优惠乃王道 the：Weekend activities need to innovation is preferential is kingcraft

　　周末活动，作为房企营销战的一大重要形式，在苏州楼市已经是战火弥漫，各家活动频现苏州舞台，而购房者为了能够更快获得楼盘的信息，参与楼盘的周末活动则成为了其周末的必修课。购房者从一开始的跃跃欲试，到如今的乏味之感，房企的营销战打的依旧火热，但却似乎后劲不足。

Weekend activities，As a room enterprise marketing war a big important form，The property market has been in suzhou spread，Each activity frequency now suzhou stage，But the person that buy a house in order to be able to get faster building information，Participate in building dish weekend activities is one of the compulsory course in the weekend。The person that buy a house from the beginning of the itch to try，By now the drab feeling，Room enterprise marketing war dozen is still hot，But it seems to lack of staying power。

　　同策咨询与研究分析中心经理宋红卫先生表示，“的确，周末活动能够使楼盘积攒人气以及获得潜在客户，但是随着众多同质化的活动频频出现，购房者已经也已经摸透了楼盘本身，而对活动的兴趣度也大打折扣。因此，房企若想通过周末活动一招取胜，在创新的同时需要让购房者感受到"实在优惠"，毕竟，购房者更关注的是优惠本身。”（HOUSE365 沈佩）

With policy consultation and research analysis center manager Mr. SongGongWei said，“indeed，Weekend activities can make building accumulate popularity and access to potential customers，But as many homogenization activities appear frequently，The person that buy a house has also has taken building itself，But to activities interest degree also sell at a discount greatly。therefore，Room if enterprises through the weekend activities a move to win，In the innovation also needs to make the person that buy a house feel"Really preferential"，After all，The person that buy a house is more focused on preferential itself。”（HOUSE365 ShenPei）