Beijing Serviced Apartments Market

Along with the fast economic growth in Beijing,all kinds of property enterprises are developing rapidly,which has attracted many investors to enter into Beijing. One of them,the rental and service international apartment has stood up eminently in the general context of low high-end apartment market conditions,and continues to be thriving and prosperous. Such being the case,the rental and service international apartment sector has already become a new niche market. This paper consists of four parts. The first part describes in general the market of the rental and service international apartment in Beijing,and discusses some basic aspects concerning this market. The second part mainly gives a brief account of the East Lake Villas Company,including its share structure,location,building style and recent development,etc. In addition,the author analyzes the competitive positioning of the East Lake Villas Company in the rental and service international apartment market in Beijing as well as the business strategy and management model of this company. In the third part,the author conducts a research on the operational aspects of the East Lake Villas company. On the basis of the SWOT analysis,the author proposes that in using the differentiation strategy,the East Lake Villas Company should not overlook cost factor. The forth part focuses on the prospects of the market of the rental and service international apartment in Beijing and the role to be played by the East Lake Villas Company. The author holds the opinion that the general rental and service international apartment market in Beijing will be developing steadily in the next few years and the market positioning of the East Lake Villas Company will be further strengthened.