Research On TC Company's Marketing Strategy For Long-term Rental Apartments Under The Thinking Of Mobile Internet

Along with the rapid development of China's economy,the long-term rental apartment becomes a hot emerging industry as the urbanization speeds up and the government promotes the housing system by simultaneously paying attention to both rental and sales.However,compared with developed countries,such as Europe and America,China started it late with only short time for development.There are still many problems in the development of long-term rental apartments,such as inaccurate user orientation,unreasonable product design and poor customer experience,which hinder its development in China.At present,the rapid development of mobile Internet has evolved into a new mode of thinking,which has brought great changes to the market environment and competitive environment of many industries.Both the thinking of mobile Internet and the long-term rental apartments center on the customer demands and meet the demands to the greatest extent.Therefore,how to study out the methods of solving the existing problems in the marketing of long-term rental apartments with innovative thinking of mobile Internet has become the most important question for the practitioners in such industry.The purpose of this paper is to fully understand and apply the thinking of mobile Internet,transform the long-term rental apartments from all aspects of marketing,and promote the upgrading of this industry.As the term "thinking of mobile Internet" is relatively new,and there are few scholars studying relevant theories,so the documentary method and empirical study were combined in this paper.By adopting documentary method and looking up materials and theories in relevant journals,monographs and so on,it was found out that the thinking of mobile Internet refers to the ecological thinking that integrates mobile communication with Internet,that the inter-linkage and ecosystem are its two important elements,and that the partner economy and decentralization are its two main characteristics.At the same time,through the documentary method,the definition and classification of long-term rental apartments were found out and understood.The apartment operating enterprises conduct decoration and improvement to the housing resources collected from the market of stocking houses and apartments,and provide various kinds of public space configurations and standardized property services to attract tenants.It can be divided into centralizedmode and decentralized mode according to the location of the property,and into heavy-asset mode and light-asset mode according to the structure of the operators' assets.Secondly in this paper,it adopted the case analysis method and mainly analyzed the current marketing situation and problems of TC Company's long-term rental apartments,by combining with the current marketing situation of long-term rental apartments at home and abroad.It was concluded that the problems mainly lie in the fuzzy market positioning,the mismatch between product design and user demand,and the poor promotion mode,and that the reasons for such problems originates from that the real estate leasing industry lacks the driving force for reform,does not pay attention to the demands of users,lacks efficient technical means,and has a low sense of service.At last,the research on the marketing strategy was separately done to the links of marketing for long-term rental apartments,which include customer positioning,product design,pricing,channels,promotion,building of marketing team,display of prototype rooms,and after-rental services,by applying 4Ps and 7Ps marketing theories.Finally,it was summarized that the marketing strategy for TC Company's long-term rental apartment under the thinking of mobile Internet shall be optimized as: adopting big data to conduct cross-over analysis on the market information and define the target customer groups;interacting with customers through socialized media and encouraging customers to participate in the apartment design to create the best experience;adopting new interesting way of promotion with reasonable pricing;cooperating with external platforms in channel promotion,and conducting two-way equal communication with customers;building a professional marketing team for long-term rental apartments,and providing nice after-rental services;making good use of "we media" to create word-of-mouth marketing.