Research On The Modular Profit Model Of Centralized Long-term Rental Apartment

The growing demand for residential leasing and the policy of encouraging open housing have given rise to the rising industry of long-term rental apartments.Real estate enterprises considered national policy response and their own needs for transformation and upgrading,and began to create centralized long-term rental apartment brands.But the extensive profit model spontaneously formed by real estate enterprises following the long-term rental apartment market is unsustainable and unclear.At present,related research on long-term rental apartments is mostly focused on the operation mode and financing mode.Although the profit model of long-term rental apartments has a certain degree of interest,related researches are mostly on the subject and lack of theoretical tool support,and systematic and in-depth research needs to be strengthened.Under the dual needs of realistic dilemmas and insufficient theories,this article focuses on centralized long-term rental apartment operators with a background of real estate enterprises,and makes full use of theories of grounded and modular theory to build a universal centralized long-term rental apartment for profit,and takes the construction of a modularized theoretical framework for the profitability model of a centralized long-term rental apartment and the clear path of each interface module as the stage tasks.The research on the modular profit model of the centralized long-term rental apartment is launched to provide theoretical support and practical guidance for the development and operation activities of the long-term rental apartment operators.(1)This article exploratively introduces a qualitative and grounded research method to analyze the profit model of centralized long-term rental apartments in China,extracts the internal categories of the profit model elements,and sorts out the internal structure of the profit model system based on modular ideas.It is divided into three interface modules: "value acquisition","product service design" and "user operation".Finally,a conceptual model of modular profitability model for centralized long-term rental apartments with universality and guidance significance is constructed.It deeply digs its connotation and the role of modules,reveals its attribute characteristics and logical connections,and the value law,and provides a theoretical framework for the subsequent detailed design and development axis of the three major interface modules.(2)In order to clarify the implementation path of the "value acquisition" module in the established profit model,this article analyzes it from three key points: stakeholder relations,income distribution models,and value acquisition guarantees,using theories of stakeholders and value chains,And uses social network analysis,value chain analysis and other methods to explore who is the value acquisition organization,how to allocate the acquired value,how to avoid profit shifting and other issues.(3)In order to clarify the development axis of the "product service design" module in the established profit model,This article deeply explores the internal content production and external value performance from three aspects of product development ideas,revenue sources,and product pricing systems.And it takes platform thinking,characteristic price method,and SPSS analysis as the starting points to establish a balanced thinking of the three major goals of the product,to expand the source of revenue,and establish a differentiated,dynamic,and integrated product pricing system.(4)To refine the "user operation" module in the profit model,the article quotes the customer life cycle theory,and forms the customer management logic of customer acquisition and customer retention.Based on the customer life cycle value,this paper establishes a customer acquisition process management system for centralized long-term rental apartments.On this basis,a dynamic model of customer retention aimed at the stability of customer lifecycle value is constructed,and a corresponding customer retention strategy system is proposed.(5)This article selects Longhu Guanyu as a case study object,constructs its profit model from three modules: "value acquisition","product service design" and "user operation",and then provides optimization suggestions for Guanyu's operating strategy.The paper includes 47 drawings,34 tables,and 144 references.