Research On Marketing Stratery Of AJ Company In The Operation Of Long-short-term Rental Apartment

With the acceleration of urbanization and the gradual improvement of high-speed rail transportation network in China,the floating population in cities has increased,and the floating population's demand for housing has increased,which leading to the housing rental market becoming increasingly prosperous.At the same time,the state encourages the development of the housing leasing industry to promote the healthy development of the real estate industry and encourage the development of large-scale and institutionalized housing leasing industry.Long and short rental apartments break the restrictions of long lease for 3 months and short lease for less than 1 month.By combining the two,the apartment can be rented within 1 day with unlimited duration and flexible operation mode.Anji property management co.,LTD.(AJ apartment for short)is a small and medium-sized apartment for the floating population in small and medium-sized cities in this background.Long and short rental apartments belong to the housing rental industry,because of its large-scale management,convenient,relatively safe and by the majority of rental demand consumer favor.Due to good operating results,AJ apartment is prepared to expand its operation in 2019 in order to maintain good operating results in the changing market.In this process,AJ apartment is faced with the problem of adjusting and choosing the target market and making relevant countermeasures.Based on relevant theories of marketing,this paper analyzes the current marketing situation of AJ apartment,and successively analyzes the macro-environment,industry environment,micro-environment,consumer situation and current marketing strategies of AJ apartment.Based on the above analysis,this paper proposes to strengthen the target market strategy with the STP theory,strengthen the marketing mix strategy with the marketing 4P theory,and finally puts forward the Suggestions of customer relationship management.In order to improve the economic efficiency of AJ apartment,and at the same time to provide other people in the same industry can learn from the industry marketing strategy.In the formulation of marketing strategies for long-term and long-term apartment rental,enterprises should take products as the cornerstone and formulate a series of marketing strategies from the perspective of consumer demand..