Research On The Marketing Strategy Of The Long-term Apartment Project In The West Bridge Part Of Vanke

China’s real estate market has gradually shifted from an incremental era to an inventory era.With the introduction of the central government’s “leasing and selling” policy in 2016,housing leasing has entered a new development cycle.In line with the policy and market context,long-term rental apartments are here.In the past few years,it has developed rapidly,with first-tier and second-tier cities leading the country in terms of stock properties and population.In the context of exploring the "new blue ocean" of leasing,multi-unit troops have poured into the long-term rental apartment market.As market competition becomes more intense,product homogeneity,high upfront costs of projects,and difficulties in profitability make many projects difficult to sustain.Frequent institutional reshuffles.In a changing environment,the company’s service marketing strategy also needs to be optimized and updated to maintain its core competitiveness.This paper uses the literature research method,market analysis method,and quantitative analysis method to study the long-term rental apartment at home and abroad and the service marketing mix as the theoretical basis.Based on the Vanke West bridge long-term rental apartment project as the research carrier,the project is designed and located Research,project PEST analysis and project external market competition analysis,use 7Ps marketing mix strategy,design and formulate marketing plans that fit the project,propose regional,policy,industry and project innovative integration and intelligent services,online and offline channel promotion,apartment products Demonstrate,optimize service platform,personnel training and other marketing mix strategies to provide reference and reference for the application of service marketing in long-term rental apartments.