受政策利好、资本涌入、市场需求的刺激，长租公寓行业得到较快发展。我 国现有1200多家长租公寓运营企业，管理房源规模超过200万间。长租公寓A公 司是一家专业从事长租公寓运营管理的公司，旨在向客户提供满足生活所需的多 样化租住产品和综合生活服务。长租公寓A公司2015年进入成都市场，迄今运营 4年。虽然具有一定规模，但因长租公寓A公司在成都市场营销策略不够明确， 不能适应当前市场，导致营销效率不高，近几年销售无法实现快速增长。如何顺 应成都建设国家中心城市和行业发展的趋势，结合公司自身特点，调整营销策略， 从而形成竞争优势，是本次论文研究的主要目的。 本文以长租公寓A公司在成都市场的营销活动为研究对象，通过文献研究法， 网络调查法等收集整理了大量的文献和资料，为论文的研究提供了理论基础和事 实依据。首先，运用PEST分析法对长租公寓A公司所处的宏观环境进行分析。 借助波特五力模型从行业的整体竞争态势、产品服务、客户需求等方面进行分析。 其次，结合长租公寓A公司的实际情况，对长租公寓A 公司近年来的经营状况， 营销状况等进行了深入的分析，指出长租公寓 A 公司在当前市场营销策略中产品 定位不明确、定价方法简单、渠道单一和缺乏有效促销政策等问题。然后，在内 外部环境分析的基础上，利用STP市场细分分析法等市场营销的理论和方法，确 定A公司的市场定位为：打造独享的都市房屋整租品牌。最后，在研究分析的基 础，制定出方案式解决策略，弹性定价策略，多渠道营销策略和交互性沟通策略， 并专门提出基于当前市场形势下的互联网营销策略。并对长租公寓A公司提出在 组织及制度、人力资源和财务管理等方面的一系列改善措施，为营销策略的有效 实施提供保障。 希望通过本文的研究分析，针对长租公寓A公司的实际情况提出的营销策略 和保障措施，能有效促进公司的营销管理工作改进，也能为其他长租公寓企业营 销策略的制定和提升提供借鉴作用。 关键词:长租公寓，营销策略，成都市场，互联网营销 ABSTRACT ?II ABSTRACT Stimulated by favorable policies, capital inflow and market demand, the long-term rental apartment industry has developed rapidly. In China, there are more than 1,200 long-term rental apartment operators, managing more than 2 million rooms. Long rental apartment company A is a company specializing in the operation and management of long rental apartment, aiming to provide customers with diversified rental products and comprehensive living services to meet their needs. Long-term rental apartment company A entered the chengdu market in 2015 and has been operating for 4 years. Although the company has a certain scale, its marketing strategy in chengdu is not clear enough to meet the current market, resulting in low marketing efficiency and unable to achieve rapid sales growth in recent years. How to adapt to the development trend of chengdu as a national central city and industry, adjust marketing strategies according to the company's own characteristics, and thus form a competitive advantage, is the main purpose of this paper. This paper takes the marketing activities of company A in chengdu market as the research object, and collects a large amount of information and materials through literature research and Internet survey, providing theoretical basis and factual basis for the research of this paper. Firstly, PEST analysis method is used to analyze the macro environment of company A. Porter's five forces model is used to analyze the overall competitive state of the industry, product service, customer demand, etc. Secondly,Based on the actual situation of long rent apartment company A, this paper makes an in-depth analysis on the operation and marketing situation of long rent apartment company A in recent years, and points out that long rent apartment company A has unclear product positioning, simple pricing method, single channel and lack of effective promotion policies in the current marketing strategy. Then, Based on the analysis of internal and external environment, the market positioning of company A is determined as exclusive urban house rental brand by using the marketing theories and methods such as STP market segmentation analysis. Finally, on the basis of the research and analysis, the author formulated the solution strategy, flexible pricing strategy, multi-channel marketing strategy and interactive communication strategy, and specifically proposed the Internet marketing strategy based on the current market ABSTRACT? ?III situation. A series of improvement measures in organization and system, human resources and financial management were proposed for company A, which provided guarantee for the effective implementation of marketing strategy. It is hoped that through the research and analysis of this paper, the marketing strategies and safeguard measures proposed in view of the actual situation of company A of long-rented apartments can effectively promote the improvement of the company's marketing management, and also provide reference for the formulation and improvement of marketing strategies of other enterprises of long-rented apartments. Keywords: long-term rental apartment, marketing strategy, chengdu market, internet marketing 目?录 ?IV 目 录 摘要 ................................................................................................................................. I? ABSTRACT .................................................................................................................... II? 第一章 绪论 .................................................................................................................... 1? 1.1 研究的背景及意义 ............................................................................................ 1? 1.1.1 研究的背景 ............................................................................................ 1? 1.1.2 研究的意义 ............................................................................................ 1? 1.2 研究的思路和方法 ............................................................................................ 2? 1.2.1 研究的思路 ............................................................................................ 2? 1.2.2 研究的方法 ............................................................................................ 2? 第二章 相关概念和市场营销理论综述 ........................................................................ 4? 2.1长租公寓概念及发展 ......................................................................................... 4? 2.1.1 长租公寓的定义 .................................................................................... 4? 2.1.2 长租公寓的发展概况 ............................................................................ 5? 2.1.3 长租公寓的分类 .................................................................................... 5? 2.2 市场营销理论 .................................................................................................... 8? 2.2.1 市场营销策略的制定 ............................................................................ 8? 2.2.2 市场细分及目标市场确定 .................................................................... 8? 2.2.3 市场定位及其策略 .............................................................................. 10? 2.2.4 差异化营销策略 ................................................................................... 11? 2.3 国内外研究综述 .............................................................................................. 11? 2.3.1 国外研究综述 ....................................................................................... 11? 2.3.2 国内研究综述 ...................................................................................... 13? 第三章 长租公寓A公司面临的营销环境及行业竞争状况分析 ............................. 16? 3.1 长租公寓行业PEST分析 ............................................................................... 16? 3.1.1 有利的政策环境 .................................................................................. 16? 3.1.2 成都的区位优势 .................................................................................. 19? 3.1.3 经济持续稳定增长 .............................................................................. 19? 3.1.4 互联网科技的新时代 .......................................................................... 2