Profit Model Research Of Long-term Rental Apartment Of The WorldUnion Homeplus

With the development of Chinese housing rental market,more and more enterprises with different backgrounds are participating in the housing rental market.And they were establishing the brand of long-term rental apartments,trying to revitalize the stock of real estate and achieving the operation of light assets.Simultaneously,it can promote to alleviate the pressure of insufficient supply of rental housing in China and is satisfied people's living demands.Since 2015,many long-Rent apartment operators have rapidly carried out strategic layout,covering more than 20 core first-and second-tier cities,and the number of housing resources has increased explosively.However,behind the expansion of the scale of long-term rental apartment enterprises,the profit situation is not ideal.Many apartment enterprises are faced with problems which include high cost of housing,long investment return cycle and difficult capital turnover when they invest in the early stage.At present,the profit model based on the charge of rent difference and value-added service fee can not meet the expanding needs of long-term rental apartment enterprises.How to find a profit model that enable enterprises to obtain considerable profits and to get rapidly development is a problem what every long-term rental apartment enterprise urgently wants to solve.Based on the above background,this paper uses case analysis method to select the representative centralized long-term rental apartment operator,the WorldUnion Homeplus Apartment,as the object,and deeply studies its profit model.The research framework of this paper is as follows: The Chapter One,from the perspectives of the current situation and characteristics of long-term rental apartment operation,profit model of long-term rental apartment and risk supervision,combs the domestic and foreign research,and elaborates the value chain profit model theory and profit model elements theory used in the following case analysis.The second chapter introduces the general situation of the profit model of long-term rental apartments in China,including the current situation of the development of long-term rental apartments in China,the classification,characteristics,advantages and disadvantages of the profit model of long-term rental apartments.The third chapter elaborates the case background of the profit model of the WorldUnion Homeplus Apartment and three current profit models,namely,the profit model of rent difference earned by the second landlord,the profit model of value-added services,the profit model of trusteeship and charter and cooperation of government-enterprise.The fourth chapter analyzes the profit model of WorldUnion Homeplus Apartment from the perspectives of value chain theory,profit model element model theory and profit model operation effect analysis.Summarizing the advantages of the profit model of the WorldUnion Homeplus Apartment,and puts forward the problems of its profit model.The fifth chapter summarizes the experience of the profit model of the WorldUnion Homeplus apartment,based on the results of the case analysis and foreign experience.Proposing policy recommendations to promote the development of long-term rental apartments in China.From the case analysis,we can get some promotion experience for other long-term rental apartment enterprises,including building a strong network platform system,strengthening cooperation with the government and enterprises,and improving service level and tenant happiness.Secondly,the paper puts forward some suggestions to improve the existing problems of the profit model of Homeplus,including expanding financing channels,training professional talents in apartment industry,improving the quality of daily lease management and the service level of trustees,and building a credit information platform for housing lease shared with the government and enterprises.Finally,according to the case analysis results and foreign experience,the policy suggestions to promote the development of long-term rental apartments in China are put forward: products should be developed in a fine direction;brand building should be strengthened;increasing rental land for special housing of long-term rental apartments;preferential tax policies should be given to promote the implementation of REITs pilot work;laws-regulations and regulatory system of long-term rental apartment market should be improved.