随着我国大力支持发展房屋租赁市场，各种住房租赁运营企业犹如雨后春笋般的 呈现出来，各种市场问题也逐渐凸显出来。一方面是运营企业面临融资难的困境；另 一方面是法律监管的缺失，消费者难以建立对企业的信心。充分发挥公共租赁市场的 引导和示范效应，发展符合我国国情的长租公寓运营模式，不仅关系到我国房地产市 场的可持续发展，更关系到人民居住权利的保障以及租购并举的推行。 本文通过对已有文献的整理，阐述了长租公寓的主要概念，以及社会效益和经济 效益，分别阐述了长租公寓的多种运营模式，以及盈利模式。阐明了长租公寓的特点 以及在我国的发展现状。 文中阐述了 STP 理论以及 4P、4C 和环境分析理论，然后本文选取了较为具有代 表性的长租公寓项目，北京 QNL 长租公寓项目，对其所处的市场环境应用环境分析 法(SWOT)经行了分析，指出了其在市场营销中面临的市场细分不足、定价策略单一、 销售渠道单一、服务标准不统一等问题。并重点研究了 4P 理论为基础的 QNL 公司营 销对策，从市场细分原则、产品、价格、渠道、促销等方面提出了 QNL 公司的营销 组合策略。市场细分主要针对客户群体的收入、学历、职业对目标客群经行了确定； 产品方面包括多样化产品设计、满足不同层次的客户需求、拓展服务模式、品牌打造； 价格策略主要包括制定符合相关人群承受力水平的租金价格以及多种支付方式可选； 渠道策略包括分销策略、线上线下推广策略、布局热点城市；促销策略包括多种促销 手段并举、各种优惠活动执行以及公益活动树立企业形象。 关键词：长租公寓；市场营销策略；SWOT 分析；ABSTRACT With China's strong support for the development of the housing leasing market, various housing leasing companies have sprung up, and various market problems have gradually emerged.On the one hand, it is the dilemma of operating enterprises facing financing difficulties; on the other hand, the lack of legal supervision, it is difficult for consumers to establish confidence in enterprises.Giving full play to the guiding and demonstration effects of the public rental market and developing a long-rent apartment operation model in line with China's national conditions is not only related to the sustainable development of China's real estate market, but also to the protection of people's right to live and the implementation of rent-and-purchase. Through the collation of the existing literature, this paper expounds the main concepts of long-term rental apartments, as well as social and economic benefits, and elaborates on the multiple operating modes of long-term rental apartments and the profit model.It clarifies the characteristics of long-term rental apartments and the status quo of development in China. In this paper, the theory of stp and 4p, 4c and environmental analysis theory are expounded. Then, this paper selects a representative long-rent apartment project, Beijing qnl long-rent apartment project, and applies the environmental analysis method (swot) to the market environment in which it is located. After analyzing, it pointed out that the market segmentation in marketing is insufficient, the pricing strategy is single, the sales channel is single, and the service standards are not uniform.And focus on the 4p theory-based qnl company marketing strategy, from the market segmentation principles, products, prices, channels, promotions and other aspects of the qnl company's marketing mix strategy.The market segmentation mainly targets the customer group's income, education and career to determine the target customer group; the product aspect includes diversified product design, meets different levels of customer needs, expands service model and brand building; price strategy mainly includes formulation and compliance. The rent price of the relevant population's tolerance level and various payment methods are optional; the channel strategy includes distribution strategy, online and offline promotion strategy, and layout of hot cities; promotion strategy includes multiple promotion methods, various preferential activities and public welfare activities. Corporate image. Key words: long-term rental apartment，Marketing Strategy，SWOT analysisI 目 录 摘要...............................................................................................................................................................................IV ABSTRACT......................................................................................................................................................................V 第 1 章 绪 论..............................................................................................................................................................1 1.1 选题背景 ......................................................................................................................................................... 1 1.1.1 共享经济发展迅速 .................................................................................................................................. 1 1.1.2 长租公寓是房产行业不能忽略的重要部分.................................................................................... 1 1.1.3 国内长租公寓平台迅速崛起................................................................................................................ 2 1.2 研究意义 ......................................................................................................................................................... 3 1.2.1 探索房地产行业新的商业模式........................................................................................................... 3 1.2.2 促进北京市相关企业长租公寓项目的发展.................................................................................... 4 1.3 研究方法及研究技术路线......................................................................................................................... 4 1.3.1 研究方法 .................................................................................................................................................... 4 1.3.2 研究技术路线 ........................................................................................................................................... 5 第 2 章 相关概念与理论基础..................................................................................................................................7 2.1 文献综述 ......................................................................................................................................................... 7 2.2 相关概念 ......................................................................................................................................................... 7 2.2.1 长租公寓的内涵....................................................................................................................................... 7 2.2.2 长租公寓的分类与特征......................................................................................................................... 8 2.2.3 长租公寓研究现状 ................................................................................................................................11 2.2.4 我国长租公寓的相关政策 ..................................................................................................................15 2.3 理论基础 .......................................................................................................................................................16 2.3.1 营销 STP 理论 .........................................................................................................................................16 2.3.2 营销组合策略及发展 ...........................................................................................................................17 2.3.3 SWOT 分析理论 ........................................................................................................................................18 第 3 章 北京市 QNL 公司长租公寓项目的环境分析....................................................................................20 3.1 QNL 长租公寓项目概况.............................................................................................................................20 3.1.1 项目背景 ..................................................................................................................................................20 3.1.2 项目资产 ..................................................................................................................................................21 3.2 北京市 QNL 公司长租公寓项目 SWOT 分析.........................................................................................21 3.2.1 北京市 QNL 长租公寓项目的优势分析 ...........................................................................................21 3.2.2 北京市 QNL 长租公寓项目的劣势分析 ...........................................................................................22 3.2.3 北京市 QNL 长租公寓项目的机会分析 ...........................................................................................23II 3.2.4 北京 QNL 长租公寓项目的威胁分析................................................................................................25 3.3 本章小结 .......................................................................................................................................................28 第 4 章 北京市 QNL 公司长租公寓项目的营销策略研究.............................................................................29 4.1 QNL 公司长租公寓的营销策略目标......................................................................................................29 4.2 市场细分，确定客群目标.......................................................................................................................30 4.2.1 进行市场客户调研 ................................................................................................................................30 4.2.2 准确进行客户细分 ................................................................................................................................33 4.3 推出符合目标人群需求的长租公寓产品 ...........................................................................................33 4.3.1 多样化的产品设计 ................................................................................................................................33 4.3.2 拓展增值服务，增加项目收益点 ....................................................................................................34 4.3.3 注重品牌形象打造 ................................................................................................................................34 4.4 制定合理而富有吸引力的租金标准 ....................................................................................................35 4.5 畅通长租公寓产品的销售渠道..............................................................................................................35 4.5.1 与二手房门店合作 ................................................................................................................................35 4.5.2 活用线上、线下渠道 ...........................................................................................................................35 4.5.3 布局热点城市 .........................................................................................................................................36 4.5.4 采取多手段并举的促销方式..............................................................................................................36 4.6 北京市 QNL 公司的营销总结 ..................................................................................................................37 第 5 章 结论与展望..................................................................................................................................................38 5.1 结论 ................................................................................................................................................................38 5.2 研究创新 .......................................................................................................................................................38 5.3 展望 ................................................................................................................................................................39 5.4 研究不足 .......................................................................................................................................................39