Research On Marketing Of Serviced Apartments Under The Internet Thinking

The Serviced Apartments in China started later than those in Western countries.Following the increased foreign trade in the early 1990 s,property services represented by “Shanghai Centre Serviced Apartments” emerged mainly to provide international household facilities for foreigners then engaged in business activities in Shanghai.Due to the short development time of Chinese serviced apartments and the extensive development mode of Chinese real estate market in its early stage,problems such as unreasonable market segmentation,decentralized ownership,operation model inconsistent with national conditions,product design inconsistent with the supporting facilities,and the service not meeting user demand have severely restricted the development of the apartments.Since the advent of the Internet era,the Internet,which was originally a tool and channel,has evolved to be a way of thinking and penetrated into every dimension of social economy,thus profoundly affecting the traditional forms of industry at different levels and leading to unprecedented changes in the traditional business market and the environment of competition.The Internet thinking and serviced apartments are similar because they both center on human needs and meet the demand of users(customers)to the greatest extent.Therefore,it is important for real estate practitioners to,on the basis of the innovative Internet thinking,find solutions to the problems existing in serviced apartments.The purpose of this paper is to transform the marketing links of serviced apartments and upgrade the industry by correctly understanding and utilizing the Internet thinking.As the term “Internet thinking” is still new,only a few scholars have conducted theoretical research into it.But this paper incorporates literature method and empirical research.First,this paper conducts the theoretical research.By referring to the relevant periodicals and monographs,which are limited in quantity,this paper summarizes the Internet thinking as follows: it is a way of having a new look at the market,users,products,enterprise value chain and the business ecosystem at large against the background where such technologies as mobile Internet,big data,and cloud computing are continuously developing.On this basis,this paper sums up that the Internet thinking is centered on users,always open-ended,and can easily integrate into the industry.Besides,through literature research,this paper summarizes the definition,classification and marketing model of serviced apartments.Second,this paper adopts empirical approach and literature method to analyze the marketing status and problems of Chinese and foreign serviced apartments,and then probe into the underlying causes.By analyzing how China explores to sell serviced apartments under the Internet thinking and the corresponding implications,and by analyzing the features of the Internet thinking as applied by Lianjia Ziroom apartments and You + apartments and the corresponding results,this paper proposes the implications brought by the Internet thinking on serviced apartments.Last,this paper studies the countermeasures for the four marketing links,namely market and customer positioning,product design,follow-up service,and marketing.To be specific,Chinese serviced apartments should make use of big data to cross-analyze market information and thereby identify target users;analyze user demand by use of socialized media,engage users to propose suggestions on products in the early stage,and aim to improve user experience;win more users by providing free service,focus on micro innovation,and accelerate the upgrade of service;cooperate with external platforms in promoting products,build two-way communication on an equal footing,and do the word-of-mouth marketing by making the best of We Media.