| The urban white-collar of Beijing is the residential groups,who have middle-income and don’t have or wish to purchase,they tend to choose more safe comfortable and modern apartments to meet their diversification in rental housing needs."Dream apartment" has been very good attention and recognition in Beijing since the introduction of the development on the market.However,with the entry of more similar philosophy apartment project,the market competitive increasingly.The demand for its core target market segments to meet the space and channels diversify their bargaining ability.In this case,"dream apartment" want to enhance the competitiveness or profitability,we must do a modest expansion of the forms to the aid of the quality of service and security upgrades like.In this paper,I will use SX company "dream apartment" rental projects as example to study the format expansion strategy of the project.This research will along the thinking,"ask questions-analyze the problem-solving ideas",combined with literature review、case analysis、survey analysis and data analysis method to expand.Through the elaboration of the research background,purpose and significance,clarify the full text thinking.Combining the strategic management and format options,expand the introduction of the policy theory,the theoretical basis for the study.Combining the SX company dream apartment project-specific presentation,focusing on the analysis of its target market,combined with relevant statistical tools,target market analysis,to understand the market demand.Furthermore,the combination of internal and external environment dream apartment operating environment analysis,system environment explained its format development.Format for the current problems of rental projects,design improvement program,based on the mining and meet the needs of the target market,improve service and expand the main industry and improve quality sideline supporting means promoting better dream apartment rental operations and development. |
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