根据国家公布的统计数据可知，十年来中国的流动人口数量呈现持续上升趋势，现如今已经达到了2.2亿人次，占中国内地总人口的1/6；而中国租房市场的需求人口占中国流动总人口的70%—80%，由该数据可知，中国住房租赁市场需求量巨大。长租不仅能有效改善租客的居住体验，也有助于租赁市场的健康持续发展；缓解住房市场供需矛盾的同时创造一个更加理性的租购市场。随着北京“新市民”人口数量的不断增加，对住房的需求从买卖市场转向租赁市场，国家依旧坚持租购并举的住房制度。北京租赁市场现如今所呈现的主要问题是供需错配，此现象为长租公寓的发展带来了机会，近些年，大部分房地产企业进入长租公寓市场。虽然土地和财政向大型租赁社区倾斜，房地产公司享受政策红利，但是超大体量的运营负载，造成房企系长租公寓成本压力逐渐增加。截止目前为止，北京房企系长租公寓的数量已超过150家，长租公寓行业的竞争日益激烈，因此房地产企业应对营销策略进行不断地审视与更新，从而提高自身的市场竞争力，保持稳定运营，实现企业核心竞争力的稳步提升。

作为率先进入长租公寓领域的老牌房地A公司，2017年A公司针对青年群众，将其租赁公寓的偏好与习惯作为基础，对公寓进行设计和开发，京南项目属于A公司在北京实行的第一批大型租赁业务，项目位于西南五环，处在西红门与丰台科技园两个商业办公区的中间，属于租赁式的大型综合项目。A公司京南项目在2019年1月正式开启，该区域房屋面积共计17万平米，其中公寓的房间数已大于3000间，与此同时，配置有达3万平米的潮流商业街道，专门的公共区域与各种办公空间。A公司虽然是知名的房地产企业，但其长租公寓的营销效果却不尽人意。

本文从第一视角运用文献研究，案例研究和问卷调查等研究方法，通过对国内租赁市场，北京长租公寓当前的市场进行分析，并对国外长租公寓的营销策略进行探究，基于7Ps营销理论，结合A公司京南项目的调查问卷结果，发现A公司京南长租公寓项目在营销策略存在专业职员的整体服务水平仍需提高、产品配置不够完备、功能缺失、线上渠道不够多样化、线下渠道缺失、商业配套不完善等方面问题，剖析成因并在此基础上提出完善产品配套、优化产品设计、深耕自媒体营销渠道、加强对员工的考核及培训，提升员工的专业水平等建议，为A公司京南长租公寓营销策略的改进提供参考。

According to the statistics released by the state, the number of floating population in China shows a continuous rising trend, now has reached 220 million, accounting for 1 / 6 of the total population of mainland China; and the demand population of China's rental market accounts for 70% -80% of the total floating population, according to the data, the demand of Chinese housing rental market is huge. Long lease can not only effectively improve the living experience of tenants, but also contribute to the healthy and sustainable development of the rental market; alleviate the contradiction between supply and demand in the housing market and create a more rational rental and purchase market. With the increasing number of "new citizens" in Beijing, the demand for housing has shifted from the buying and selling market to the rental market, and the country still adheres to the housing system of both renting and purchasing. The main problem in Beijing's rental market today is the mismatch between supply and demand. This phenomenon has brought opportunities for the development of long-term rental apartments. In recent years, most real estate enterprises have entered the long-term rental apartment market. Although the land and finance are inclined to the large leasing communities, and the real estate companies enjoy the policy dividends, the operation load of the large volume gradually increases the cost pressure of the real estate enterprises for long-term rental apartments. Up to now, the number of long-term rental apartments in Beijing real estate enterprises has exceeded 150, and the competition in the long-term rental apartment industry is increasingly fierce. Therefore, real estate enterprises should constantly review and update their marketing strategies, so as to improve their market competitiveness, maintain stable operation, and realize the steady improvement of the core competitiveness of enterprises.

As the first in the field of the long rent apartment established premises A company, 2017 A company for young people, the rental apartment preferences and habits as the basis of the apartment design and development, Beijing south project belongs to the first large rental business in Beijing, project is located in the southwest rings, in the west red gate and fengtai science park in the middle of the two commercial offices, belongs to the rental large-scale comprehensive project. The Jingnan project of Company A was officially opened in January 2019. The housing area in this area is 170,000 square meters, among which the number of apartments is more than 3,000. At the same time, there are 30,000 square meters of fashionable commercial streets, special public areas and various office Spaces. However, in the operation process of Jingnan long-term rental apartment project, Company A still faces problems such as the overall service level of professional staff still needs to be improved, incomplete product configuration, lack of function, lack of diversified online channels, lack of offline channels, and imperfect commercial supporting facilities.

The research methods used in this paper are the literature research methods, Case study method and questionnaire survey method, Through the domestic leasing market, Beijing: The current market analysis of long-term rental apartments, And to explore the marketing strategy of foreign long-term rental apartments, Based on the 7 Ps marketing theory, Combined with the questionnaire results of the Jingnan project of Company A, Found problems in the marketing strategy of Company A Jingnan long-rent apartment project, Analyze the causes and on this basis proposed to improve product supporting, optimize product design, deep cultivation we-media marketing channels, strengthen the assessment and training of employees, Suggestions on improving the professional level of employees, It provides reference for the improvement of the marketing strategy of A company in Jingnan long rental apartmen.