- I -
摘要
为了促进大连市房屋租赁工作的发展，推进房屋租赁备案工作的顺利进行，使广大
市民更方便的进行租房合同及房源的备案，提升赁备案的效率及备案率，同时加强房屋
租赁市场的监管，2015年8月经市政府立项、市国土房屋局牵头，面向全社会招标，创
建“大连市房屋租赁公共服务平台”
平台以成立项目公司的方式进行运作，通过市场化的手段进行平台的运营管理，利
用民间资本，减少政府的投入，提升运作效率。平台除了需要完成房屋租赁合同备案，
廉租房、公租房、配建房源运营，及向政府及市场发布房屋租赁交易数据等公共服务，
为了获取一定收入，使平台持续健康的经营发展，平台也提供房屋租赁信息的发布、查
找，金融服务等面向房屋中介公司及房屋租赁双方的增值服务
随着互联网经济的发展，运营成为互联网相关企业非常重要的工作之一。互联网在
中国经历了20多年的快速发展，从搜狐、新浪等单一的门户，到当今微信、淘宝等强
调生态体系的平台，互联网产品运营的工作内容及方式发生了巨大的变化，其理论涉及
到运营管理、营销管理、心理学、行为经济学、双边市场理论、产品设计理论等众多领
域
本文探讨了互联网平台和传统生产、服务行业运营的内涵、范围及管理方式的不同，
结合作者实际工作，以大连市房屋租赁公共服务平台为例，寻找平台在运营层面面临的
问题，探讨如何在新的形势下，利用互联网平台运营相关知识和手段，通过运营模式创
新、产品线重构、质量体系的建立、引流等手段，解决平台运营中遇到的种种问题，同
时获取一定收益，维持平台自身运作，持续经营健康发展
本文共分为五部分：
第一部分绪论，简单介绍了文章的主题及研究背景
第二部分介绍了平台的现状，揭示在运营管理上的问题
第三部分运营管理、双边市场理论，及互联网界讨论较多的降维打击，结合SWOT
分析方法，对平台遇到的问题进行深入探讨
第四部分根据以上的讨论，首先提出了解决问题的总体思路，然后分别讨论实施的
具体意见
第五部分是结论
关键词：公共服务平台；运营；互联网
- II -
Research on Operation and Management of Dalian Public Rental Service
Platform for Case
Abstract
In order to promote the development of housing rental in Dalian City, promote the smooth
progress of the housing rental filing so that the general public more convenient for the rental
contract and housing for the record, to enhance the efficiency and filing record filing efficiency,
while strengthening the supervision of the housing rental market . August 2015 By the
municipal government project, the Municipal Land and Housing Bureau to take the lead, face
all social tender, set up a Dalian City Housing leasing management platform.
The platform is operated in the way of setting up a project company. The platform is
operated through market-oriented means. It uses private capital to reduce government
investment and enhance operational efficiency. In addition to the need to complete the lease
contract rental housing, low-rent housing, public rental housing, parts inventory operations, and
the government and the market release of rental transactions and other public services, in order
to obtain a certain income, the platform continued healthy business development. The platform
also provides value-added services for home agency companies and home rental parties, such
as the issuance and search of house rental information, financial services and so on.
With the development of the Internet economy, operations have become one of the most
important tasks for Internet-related enterprises. The Internet has experienced rapid development
in China for more than 20 years. From single portals such as Sohu and Sina to platforms that
emphasize ecological systems such as WeChat and Taobao, the contents and methods of work
on Internet products have undergone tremendous changes. The theory involves operations
management, marketing management, psychology, behavioral economics, bilateral market
theory, product design theory and many other fields.
This article explores the different aspects of the connotation, scope and management of
Internet platforms and traditional production and service industries. In combination with the
actual work of the author, taking Dalian Real Estate Leasing Management Platform as an
example, this paper tries to find out the problems that the platform faces at the operational level.
It explores how to use the Internet platform to operate relevant knowledge and means in the
new situation and solve various problems encountered in the operation of the platform through
such means as operation mode innovation, product planning, establishment of quality system
- III -
and drainage. At the same time, certain benefits are obtained, the operation of the platform itself
is maintained, and the healthy development of the business is continued.
This article is divided into six parts:
The first part of the introduction, a brief introduction to the theme of the article and
research background.
The second part introduces the status quo of the platform and reveals the problems in
operation and management.
The third part is about operations management, bilateral market theory and the Internet
industry to discuss more dimensionality reduction attacks. The SWOT analysis method is used
to discuss the problems encountered by the platform in depth.
The fourth part is based on the above discussion, first of all put forward the overall idea of
solving the problem, and then discuss the implementation of the specific comments.
The fifth part puts forward measures to guarantee the smooth implementation of the
solution from several aspects of financing, talent, corporate culture and brand image.
The sixth part is the conclusion.
Key Words： Public Rental Service Platform; Operate; Internet;
- IV -
目录
摘要 ..... I
Abstract ..... II
1绪论 ...... 1
1.1选题背景与意义 ........... 1
1.2研究思路和技术路线 ... 2
2平台运营管理问题描述 .......... 4
2.1平台介绍 ........... 4
2.2平台运营现状 ... 5
2.2.1核心服务及产品5
2.2.2服务拓展渠道 .... 9
2.2.3组织架构9
2.2.4流量获取 .......... 10
2.3发现问题 ......... 11
2.3.1缺乏持续盈利能力 ...... 11
2.3.2公共服务难获认可 ...... 12
2.3.3商业服务缺乏优势 ...... 12
2.3.4运营效果不佳 .. 12
2.3.5缺乏高质量人才 .......... 13
3案例分析 ........ 14
3.1相关理论综述 . 14
3.1.1运营管理理论 .. 14
3.1.2互联网产品运营理论 .. 14
3.1.3双边市场理论 .. 17
3.1.4降维打击 .......... 18
3.2问题深入分析 . 19
3.2.1平台整体分析 .. 19
3.2.2房屋租赁备案问题 ...... 21
3.2.3租房信息服务 .. 22
3.2.4其他增值服务分析 ...... 23
3.2.5渠道分析 .......... 24。