他长租公寓运营企业提供参考。 关键词：长租公寓；盈利模式；核心竞争力；分散式公寓 JJ公寓盈利模式的优化研究 I Abstract With the continuous development and progress of China's economy, China's housing rental market has ushered in the "golden age" of development, and more business owners have begun to enter the housing rental market, hoping to establish their own rental brands to occupy a favorable position in the market competition.The entry of these business owners has activated the development of the real estate economy, helped our social residents to alleviate the housing problem, and effectively promoted social stability.Since 2015, many long-term rental apartment operators in China are actively adjusting their business models, and the number of leasing houses in first- and second-tier cities has shown a continuous growth trend. However, behind the development of long-term rental apartment companies, many companies have poor profitability, low operating profit levels and long investment returns. These problems have become a pain point that restricts the healthy development of the long-term rental apartment industry.Analysis of the profit model can help companies recognize their problems and optimize them to help the company's long-term development. In this article, the operator of the decentralized long-term rental apartment, JJ Apartment, is the research object. Based on the related concepts and theories, the necessity and feasibility of the profit model of JJ apartment is analyzed first. The advantages and disadvantages of resource scale, systematic management, brand building, smooth capital chain, and increased occupancy rate point out that the profit model of JJ Apartment has a lot of space for improvement. Then, from the perspective of the value chain, Specifically analyzed how the JJ apartment operates at the front end and the back end of the value chain, and selected two free-rent apartment operators, Ziru and Youkeyijia as samples. The profit model was compared in terms of three aspects, products and services, sales models, revenue sourcesbined with the relevant financial indicators of JJ Apartment, the effect of its operation was analyzed and evaluated from three aspects: its profitability, debt repayment ability and cash acquisition ability. Through the above analysis, it is found that there are problems in the following five aspects: 1. JJ Apartment did not conduct outward-oriented expansion in a timely manner, its popularity was not high, and it did not pay attention to the construction of brand soft value, and its brand influence was low.2. With its rapid scale expansion, the level of operation and management failed to keep up in time, the occupancy rate of houses was not high, and customer stickiness was low. 3. JJ Apartment does not subdivide in terms of product structure, has low innovation ability and low product competitiveness. 4. the housing supply side is mainly individual landlords, and the upstream housing supply side is single. 5. The source of JJ apartment income is mainly the difference in rent and Abstract II value-added service charges, which are relatively single. In response to these problems, this article proposes corresponding optimization measures for the profit model of JJ Apartment: 1. To create a diversified platform and enhance the brand's soft value. 2. Optimize the platform's technology optimization and data analysis applications to improve the operational management service capabilities. 3. Develop related services upstream and downstream of the industrial chain to diversify products and services. 4.Starting from the stakeholders of the supply of housing, increase the supply channels of real estate development cooperation and government cooperation.5. In the original income model of rent difference and simple value-added services, five sources of income including comprehensive living services, industrial cooperation, traffic charges, data marketing, and brand output were added to improve the profitability of the enterprise. Finally, in order to optimize the implementation of the effective measures, four guarantee measures are also given: 1. Construct a complete IT platform system. 2. Establish relevant organizational and talent protection measures. 3. Strengthen the management of operating funds. 4. Optimize its financing subject, broaden financing channels, and introduce strategic investors. It is hoped that this research can promote the faster and better development of JJ apartments, and also provide reference for other long-rent apartment operation companies in the same industry. Keywords: Long-term rental apartment; Profit model; Core competitiveness; Decentralized apartment JJ公寓盈利模式的优化研究 1 目 录 导 论 ...................................................... 1 一、研究背景与研究意义 ...............................................................................1 二、文献综述 .................................................................................................2 三、研究思路与方法 ......................................................................................4 四、研究的内容及论文框架 ...........................................................................5 五、本文的创新研究 ......................................................................................5 第一章 相关概念和理论基础 ................................. 6 第一节 相关概念的界定 ........................................................................................6 一、长租公寓的定义和分类 ...........................................................................6 二、盈利模式的定义 ......................................................................................7 第二节 理论基础 .................................................................................................8 一、核心竞争力理论 ......................................................................................8 二、价值链理论 ..............................................................................................8 第二章 JJ公寓盈利模式优化动因分析 ........................ 10 第一节 JJ公寓盈利模式优化外部原因分析 ...................................................... 10 一、长租公寓的发展现状与主要问题 .......................................................... 10 二、长租公寓的主要盈利模式 ..................................................................... 12 三、长租公寓盈利模式的SWOT分析 ......................................................... 13 第二节 JJ公寓盈利模式优化内部原因分析 ...................................................... 16 一、JJ公寓的基本情况介绍 ......................................................................... 16 二、JJ公寓的盈利模式现状 ......................................................................... 18 三、JJ公寓核心竞争力的分析 ..................................................................... 18 第三章 JJ公寓盈利模式的分析与评价 ........................ 24 第一节 JJ公寓盈利模式的价值链分析.............................................................. 24 一、上游业主和供应商端 ............................................................................. 24 二、下游租户端 ............................................................................................ 25 第二节 JJ公寓盈利模式的对比分析 ................................................................. 26 一、产品与服务对比分析 ............................................................................. 27 二、销售模式对比分析 ................................................................................ 28 三、收入来源对比分析 ................................................................................ 29 目 录 2 第三节 JJ公寓盈利模式的经营效果分析 .......................................................... 29 一、盈利能力分析 ........................................................................................ 30 二、偿债能力分析 ............................................