Research On Marketing Problems Of Beijing QNL Company‘s Long-term Rental Apartment

With China's strong support for the development of the housing leasing market,various housing leasing companies have sprung up,and various market problems have gradually emerged.On the one hand,it is the dilemma of operating enterprises facing financing difficulties;on the other hand,the lack of legal supervision,it is difficult for consumers to establish confidence in enterprises.Giving full play to the guiding and demonstration effects of the public rental market and developing a long-rent apartment operation model in line with China's national conditions is not only related to the sustainable development of China's real estate market,but also to the protection of people's right to live and the implementation of rent-and-purchase.Through the collation of the existing literature,this paper expounds the main concepts of long-term rental apartments,as well as social and economic benefits,and elaborates on the multiple operating modes of long-term rental apartments and the profit model.It clarifies the characteristics of long-term rental apartments and the status quo of development in China.In this paper,the theory of stp and 4p,4c and environmental analysis theory are expounded.Then,this paper selects a representative long-rent apartment project,Beijing qnl long-rent apartment project,and applies the environmental analysis method(swot)to the market environment in which it is located.After analyzing,it pointed out that the market segmentation in marketing is insufficient,the pricing strategy is single,the sales channel is single,and the service standards are not uniform.And focus on the 4p theory-based qnl company marketing strategy,from the market segmentation principles,products,prices,channels,promotions and other aspects of the qnl company's marketing mix strategy.The market segmentation mainly targets the customer group's income,education and career to determine the target customer group;the product aspect includes diversified product design,meets different levels of customer needs,expands service model and brand building;price strategy mainly includes formulation and compliance.The rent price of the relevant population's tolerance level and various payment methods are optional;the channel strategy includes distribution strategy,online and offline promotion strategy,and layout of hot cities;promotion strategy includes multiple promotion methods,various preferential activities and public welfare activities.Corporate image.