Research On The Marketing Strategy Of GK's Apartment Leasing Service

Founded in 2012,GK developed rapidly in the first few years and established 11 stores.It is one of the large-scale apartment rental service companies in early Zhengzhou market.In 2015,Zhengzhou City Village began to be demolished and the length of subway line increased.Therefore customers' choice on rental areas has been greatly expanded.In 2017,the real estate situation turned from prosperity to decline,and the rental price of Zhengzhou apartment market fell in a cliff-like manner.At the same time,the Zhengzhou apartment market is maturing.With more and more companies entering into the market,and the competition has become more intense.GK did not change its strategy in time during the market's highly volatile process.Since its benefit shrinks and expansion stops,GK gradually fell behind other companies.Although parts of the reasons are from the external market factors,the most important reason is that due to the unclear market positioning and target group,its marketing strategies have big problems.Based on the theory of marketing,this paper uses market positioning and 7PS service marketing theory to analyze the sales situation,personnel status,product structure,organization and marketing strategy of GK.Mainly focused on the problems of market positioning and product strategy,the paper illustrated the advantages and disadvantages of GK in the external competitive environment from the aspects of the macro environment,micro-environment,competitors.By using STP theory and 7PS theory,the paper proposes solutions to problems from seven aspects: market positioning,products,prices,channels,promotions,personnel,tangible display and process management in order to establish corresponding marketing strategies for GK.With great potential of long-term rental apartments,there are nearly 100 apartments rental companies in Zhengzhou with a market size of 3 trillion.Henan Province has also continuously improved the laws on renting houses.In the long run,“rental housing” has become a big issue related to the national economy and the people's livelihood.As a national central city and a new first-tier city,Zhengzhou City has also taken talent rental,renting and selling sharing the same rights as the city's vital task.GK should seize the advantages of early start and rapid development,optimize its marketing strategies,innovate business models,and improve customer segmentation to increase market share.So that the company can achieve branding and scale development within 3-5 years,achieving the target of becoming the first-line brand in Zhengzhou market.