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一切皆因万科而起。这个在广州深圳掀起“杀价”风潮的中国领军房企，又开始在上海“洗盘”，与广州深圳“低于平均价开盘”的策略稍显不同，在上海，王石的万科祭出了在售楼盘直接优惠降价的策略，而这一时间结点，就在正月元宵节。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>曾因“拐点论”而备受争议的王石，也在此时此刻找到“盟友”——上海绿地的老板张玉良，这家上海房企的领军者，似乎更能理解“拐点论”的真谛，于是，绿地旗下项目孝贤坊紧追万科，打折额度更是高达10%。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>在广州与深圳首先挑战了“房价永远牛市”的论断之后，上海楼市未来几个月的命运，或将成为全国楼价未来的又一次预演。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>打折洗盘
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>鼠年春节前后，万科在上海一直在酝酿“大动作”，尽管在他们自己看来，一切或许可以冠以“销售策略”的名号，但他们的策略，足以让整个业界绷紧神经，因为他们选择的是营销策略最直接手段——打折销售。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>中小房企正在盯紧万科的“元宵节”。因为按照万科前后思量之后做出的决策，这一天将成为“打折”的关键结点。而此时此刻，通常是房地产企业一年销售周期的起始，正有大量地产商的新楼盘等待推出销售。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>记者了解到，万科此次“打折”牵涉的楼盘颇多，且基本为在售楼盘，白马花园、四季花城、假日风景都牵涉其中，优惠幅度为5%。这在一贯以上涨为主旋律的上海楼市，一家房企旗下的多家楼盘，统一打折，实属罕见。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>然而就在大部分地产商正在揣测万科此举的心思之时，上海房企的又一巨头张玉良突然杀出，很多沪上地产商似乎已经察觉到了不妙的味道。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>10%——张玉良的出手比王石更为阔绰。在绿地旗下的孝贤坊项目，这将是购房者可以享有的优惠。尽管和万科一样，婉拒了正面采访，但是，去年底，绿地集团董事长张玉良接受记者采访时，尽管否认了“拐点论”，但是他也说：“全国市场情况很难统一说，但是，上海市场可以肯定，不会再大涨了。”在判断市场不会大涨，而楼盘价格有了大幅上涨时，绿地也选择降价。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘> onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘> 内外皆紧
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>全面的货币、信贷紧缩政策，似乎正在成为降价理论上的原因所在。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>王石认为，这次的宏观调控不仅仅针对房地产，银根紧缩等货币政策是针对整个经济过热、通货膨胀的势头，是一次宏观战略的调整。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>知情人士告诉记者，王石的这番言语是在中城联盟的一次闭门会议上说的，尽管对此前自己所抛出的“拐点论”，他在公众面前多番解释，但这一次，在非公众的场合，王石提醒当时在座的同行，“拐点就是秃子头上的虱子，明摆着”。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>王石的感觉确实不错。记者了解到，自春节之前开始的土地流拍，恰恰始自地产商资金链的绷紧。春节之前，一块被视作北京新生“地王”的15号地块最终流拍，表面原因是没能凑足三家投标者，但实际情况却是，最终有一家房企因难以筹备足购的现金，而不得不在投标前放弃，而春节之后，厦门又有六块土地最终流拍。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>而在王石看来，资金链只是外部条件对地产商形成的压力，而同时，关键是需求一方的情势，也在发生改变。这也是房企祭出打折促销，以求资金回笼的原因所在。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>王石说：“未来的福利保障系统要分两层，一类是低收入人群，另一类是为了吸引人才，增加城市竞争力，就是把高科技人才也纳入到城市福利保障系统中去。”显然，后者需求的分流一旦实现，对地产商的影响，显而易见。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>降价之外
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>在中城联盟的闭门会议上，王石提醒他的同行们，调整战略的时候应该到了。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>“所谓的拐点，典型来说就是冰火两重天。就像我刚才讲的，不是大起到大跌，不是上升曲线到下降曲线，而是需求发生了根本性转变。如果不调整资源，面对这个局面，我们会不适应这个形势。”王石的如此提醒，似乎是在为万科继广深之后再次在上海降价的绝佳注释。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>值得注意的是，在万科固有的华南、华东以及环渤海三大区域市场中，前两者已经以不同形式降价，只剩环渤海地区依然固守。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>显然，王石对于市场未来的悲观认识，正在左右着万科这批领头羊的企业战略，追求规模而不是涨价，似乎正成为万科盈利的新逻辑，尽管在一年前，这家企业尚且以很快的价格涨幅，在业界受到“心口不一”的诟病。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>显然，鼠年的王石，已经不再奢求像2007年那样依靠快速调价而获得高额利润的盈利模式，因此，降价正是在此背景下出台。
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>
onclick)arg1.onclick=null;if(arg1.onmousemove)arg1.onmousemove=null;if(arg1.onmouseover)arg1.onmouseover=null;if(arg1.ondblclick)arg1.ondblclick=null;if(arg1.onmouseenter)arg1.onmouseenter=null;if(arg1.onmouseleave)arg1.onmouseleave=null;return result;}‘>中原地产相关分析人士表示，目前上海楼市处于比较敏感的时期，如果有大型开发商推出一定幅度的降价举措，那么一些区域很可能出现较大规模的降价潮。一些开发商已放慢了开盘的节奏，希望看清市场走势后确定开盘策略。而这正是万科、绿地打折促销之外的长远效用所在。
