市场营销-长租公寓在厦门市场的营销策略分析——以万科泊寓为例论文VIP免费

摘 要在城镇一体化加快、消费者需求改变、大量扶持政策出台等众多因素叠加在一起的机遇下，长租公寓成为了热门的新兴产业。长租公寓热度高涨，吸引了各路资本加盟，如何在激烈的市场逐角中保持竞争力，是公寓运营商们需要思考的问题。在此背景下，本文采用案例分析法，选取厦门长租公寓行业的领头企业万科泊寓为研究对象，以此对长租公寓的营销策略进行研究。本文通过对己有文献和资料的整理，阐述了行业现状和泊寓的基本情况；在营销环境分析部分使用PEST模型和SWOT法分别对厦门泊寓的宏观环境、内部环境进行分析，以此来全面了解泊寓的营销现状。笔者通过分析，找出泊寓在4P营销策略中存在产品线单一、品价匹配度低、渠道单一、促销覆盖面不足等主要问题，并针对这些问题提出产品差异化、平价优质、打造立体渠道、重视续租等优化建议。关 键 词 ：泊寓；长租公寓；厦门；营销策略AbstractWith the combination of accelerated urban integration, changing consumer demand, and the introduction of a large number of support policies, long-term rental apartments have become a hot emerging industry. The popularity of long-term rental apartments is rising, capitals are joining, brands are growing, and how to maintain competitiveness in the fierce market is an issue that apartment operators need to think about. In this context, this article uses a case analysis method to select the leading company in Xiamen's long-term rental apartment industry, Boyu port apartment, as the research object, in order to study the marketing strategy of long-term rental apartments. This article elaborates the current situation of the industry and the basic situation of the moorings by collating the existing literature and data. In the marketing environment analysis part, the PEST model and the SWOT method are used to analyze the macro environment and internal environment of Xiamen moorings in order to comprehensively Learn about Boyu port apartment marketing status. Through analysis, the author...