| my country’s real estate industry has developed rapidly in the past two decades,creating huge economic value and changing people’s lifestyles to a large extent.It is also a social focus and a hot research topic.House leasing is an important part of the real estate market.As a relatively systematic,commercialized and organized development mode in the housing rental market,renting an apartment has strong research value.At present,my country’s long-term rental apartment industry is in the early stage of development,and there are problems such as product homogeneity,basically the same operation model,and blind expansion of scale.This article takes Sean Real Estate Brokers as an example.The first chapter introduces the research background and significance,and summarizes the related research status at home and abroad.The second chapter covers related concepts and theoretical basis,including the definition and classification of long-term rental apartments,as well as theories related to the selection of marketing strategies.The third chapter analyzes the marketing status of Sean’s long-term rental apartment,including company introduction,marketing situation and existing problems,as well as the necessity analysis of marketing strategy optimization obtained through questionnaire design and analysis.The fourth chapter analyzes the environmental factors of Sean Company’s long-term rental apartment marketing strategy optimization,including the macro environment and industry environment,as well as the analysis by SWOT analysis method.The fifth chapter puts forward the marketing strategy optimization plan of Sean Company’s long-term rental apartment,including STP analysis and 7ps combination optimization.Chapter 6 discusses safeguards for implementing an optimized marketing strategy,including optimization of organizational,human resource,and financial management systems.Chapter 7 summarizes the research results and looks forward to the future development,including suggestions such as adopting short-term asset-light operation,leveraging advantages to seize opportunities,and effectively utilizing external investment,so as to provide reference for enterprises to make reasonable decisions.The article puts forward suggestions in three aspects,including adopting short-term asset-light operation and establishing a mature operation team;taking advantage of advantages to seize opportunities and finding a suitable development path;effectively utilizing external investment.In general,this paper puts forward a practical and feasible optimization plan for the marketing strategy of Sean Company’s long-term rental apartments,and provides a valuable reference for the industry. |
