市场营销-中山市民宿业竞争力及发展策略研究--基于爱彼迎平台的调查研究论文.doc

中山市民宿业竞争力及发展策略研究 ——基于爱彼迎平台的调查研究 【摘要】 随着我国城市化进程和城市基础设施建设的推进，广大人民群众的生活水平和消费水平逐步提高。在旅游经济和共享经济蓬勃发展的同时，越来越多的游客表现出多样化、个性化的旅游需求和选择。 在民宿业蓬勃发展的浪潮下，本文将以中山市民宿业作为研究对象，通过分析国内外研究现状，结合相关概念及理论基础，借鉴前人的相关研究成果。同时，本文收集互联网数据，基于爱彼迎（Airbnb）平台，针对爱彼迎用户基本情况、消费特征、满意度进行问卷调查研究，统计分析中山市民宿业的竞争力现状。利用SWOT分析法，定性分析出中山市民宿业的竞争力优势、劣势、机遇和威胁，最终归纳出中山市民宿业发展中的存在问题，进而提出促进中山市民宿业发展的可行性策略和建议。 【关键词】民宿业；竞争力；爱彼迎 注：本论文（设计）题目来源于教师的国家级（或省部级、厅级、市级、校级、企业）科研项目，项目编号为： 。 Research on the competitiveness and development strategy of home stay service industry in zhongshan city -- based on the investigation and research of airbnb platform [Abstract]With the progress of urbanization and urban infrastructure construction in China, the living standard and consumption level of the broad masses of the people have gradually improved.With the rapid development of tourism economy and sharing economy, more and more tourists have diversified and personalized tourism needs and choices. With the booming development of home stay and lodging industry, this paper will take the home stay and lodging industry in zhongshan city as the research object. By analyzing the research status at home and abroad, combining relevant concepts and theoretical basis, this paper will draw on the relevant research results of predecessors.Meanwhile, based on the platform of Airbnb, this paper collects Internet data, conducts a questionnaire survey on the basic information, consumption characteristics and satisfaction of Airbnb users, and makes a statistical analysis on the competitiveness of the home stay hotel industry in zhongshan city.Based on the SWOT analysis method, this paper makes a qualitative analysis of the competitive advantages, disadvantages, opportunities and threats of the home stay service industry in zhongshan city, and finally summarizes the existing problems in the development of the home stay service industry in zhongshan city, and then puts forward feasible strategies and Suggestions to promote the development of the home stay