Research On The Competitive Strategy Of Self-operated And Intermediary Operating Models Of Housing Rental Platform

The housing rental market has developed rapidly under the dual stimulus of national policies and market demand.The long-term rental apartment platform operated by the "self-employed model" and the real estate information service platform operated by the "intermediary model" came into being.What kind of competition strategy should be adopted by the housing rental platform under the two operating modes to deal with the fierce market competition is the research focus of this article.The existing literature has not conducted a systematic study on the housing rental platform,so this article takes the bilateral market and platform economics as the theoretical basis,combines the utility theory,market structure theory,market supply and demand theory,etc.under the framework of the Hotelling model to build "self-operated model" and "intermediary model" of the housing platform competition model,to study the competition strategy of the housing platform under the two operating modes.In the research process,first of all,the structure and supply and demand of the housing rental market,the main body of the housing rental platform were analyzed,and the connotation and extension of the two operating models were defined,which paved the way for the construction of a competitive model for the housing rental platform.Secondly,according to the idea of "from special to general",we first take the monopoly market platform operation model as a special case to clarify the platform operation principle,and then build a housing rental platform competition model based on the Hotelling model framework.Afterwards,the method of combining quantitative and qualitative analysis,based on the qualitative analysis of the platform competition model,and using quantitative research methods of numerical simulation,further improved the effect of various variables on the platform rental price,market share,and profit level.Provide the basis and support for the platform to formulate a reasonable competition strategy according to the market environment.This paper finally selects two typical housing rental platforms,Fangtianxia and Ziruwang,to verify the proposed competition strategy.After research,this article puts forward the following suggestions for strategies adopted by self-operated platforms and intermediary platform companies in a competitive market environment:(1)The profit level of self-operated platforms is greatly affected by the quality of platform services.When market competition intensifies,the supply and demand of the housing rental market will have a greater impact on the platform's rental price,purchase price and market share.Self-operated platform companies should integrate emerging information technologies,simplify and standardize operational processes,to reduce platform service costs and improve platform service quality.(2)The profit level of the intermediary platform is greatly affected by the trading volume of the platform.When the market competition is intensified and the housing rental market is in short supply,the platform should reduce the transaction commission rate and increase the number of platform users;when the housing rental market is oversupplied,the platform can increase the service commission rate and improve the platform service quality.Intermediary platforms should aim to increase the number of platform users,increase publicity efforts online,expand the scope of cooperation offline,and increase the number of active users of the platform.