Research On The Marketing Strategy Of Quality Rental Housing In Beijing Based On The Theory Of Customer Value

In recent years,Chinese economic development is accelerating.With the disposable income increasing,the pursuit of quality life is grew,and people's requirements for the quality of rental housing are improving.At the same time,all kinds of rental products emerge as the times require,the supply of quality rental products increases and the market competition is fierce.For higher quality housing for renters,is one of the important direction of housing leasing industry upgrade.Facing the rapid development of product demand and fierce industry competition?"quality rental" in the marketing development process of some problems.In the face of competition and challenges,we should carefully analyze and rationally treat them.How to improve the industrial competitiveness of quality rental products,improve the quality of quality rental products and improve people's happiness in living has become an important issue for the quality rental real estate industry.Therefore,it is necessary to study the quality rental marketing from the perspective of product development and to improve consumer satisfaction.Taking company A as the research object,this paper discusses the marketing strategy of quality rental products based on customer value theory.First of all,the author conducted a questionnaire survey on the renters who rent houses in Beijing,revealing the difference of value perception of renters in Beijing when making rent decisions.Secondly,the author conducted an in-depth interview with the management personnel of A company to have an in-depth understanding of the development process,operation status and current marketing methods of A company,and revealed the customer value creation and delivery characteristics of A company in the quality rental marketing.Thirdly,an in-depth interview was conducted with the tenants of A company in Beijing to study the value experience characteristics of the tenants on the quality rental products.Based on the investigation of four links,the comparative analysis shows that although the quality rental products of company A have taken A place in the market,there are some outstanding problems in the operation.On this basis,the 4P theory is used to analyze the marketing strategy suitable for company A.The quality rental marketing strategy proposed in this paper mainly includes the following aspects:in view of the existing problems in the marketing of A company,it puts forward several targeted Suggestions:optimize the housing acquisition standard,comprehensively consider the security situation and the convenience of life,housing structure.To strengthen the quality inspection of tenants and standardize their behaviors,we will adjust rental prices,set them at a reasonable price,and improve the cost performance of rental housing.Standardize the management of the housekeeper team and do a good job in after-sales service.Improve the means of promotion and broaden the channels of publicity.