摘 要
I
摘 要
经过不到半个世纪的发展，民宿热潮已经遍及世界各地。关中地区独具的地域特色、
自然地貌、民族构成、民俗资源是陕西民宿业和旅游业发展的巨大潜力。民宿业的兴起
和发展不仅加强了关中乡村、地区之间的联系，还为陕北、陕南等西北其他地区的乡村
资源开发和旅游业发展提供了范本和载体。提升民宿品牌的持续稳步发展对拓展陕西旅
游发展空间，实现关中地区及陕西旅游业的可持续发展具有十分重要的现实意义
YBL是关中地区发展较早，也较为成熟的民宿，于2015年开业，被骏图网连续几
年评为“十佳民宿”，2018年获“西安十佳特色旅游民宿”。本文采用文献研究法、定
性分析法、定量研究法、图表分析法对YBL民宿的发展现状和营销管理现状进行调查
分析，文章简要回顾和梳理了国内外关于民宿及民宿旅游的发展研究，找到目前和陕西
YBL为代表的民宿最为吻合的概念界定，分析了民宿旅游产品的特征和类型，依托市场
营销和营销管理的基本理论，对YBL目前的经营现状作了较为详尽的分析，发现在营
销管理中目标市场、竞争对手、组织、产品、价格、渠道、品牌等各个方面存在诸多问
题，直接影响该民宿品牌的持续发展。遵循营销管理的基本规律，笔者从产业环境、发
展机遇、市场冲击等方面对其营销的内外部环境予以分析与调研，通过设计问卷详细调
研分析当前的消费者感知体验，提出了在丰富传统民宿产品项目的基础上，还应该从产
品设计、价格定制、渠道拓展、人员促销、品牌推广各个环节中促进和实现其营销管理
优化
本文以YBL民宿为典型代表，提出改进和优化传统营销模式的可行方案，为陕西
民宿乃至全国民宿的科学营销及持续发展提供了借鉴
关键词:民宿，旅游产品，营销，营销管理，优化
西北大学硕士学位论文
II
Abstract
After less than half a century of development, the hotel boom has spread all over the world.
The unique regional characteristics, natural landforms, ethnic composition and folk resources
of Guanzhong are the great potential for the development of the home-stay and tourism in
Shaanxi. The rise and development of the home-stay not only strengthened the connection
between Guanzhong villages and regions, but also provided a model and carrier for rural
resource development and tourism development in other areas of northwestern Shaanxi and
southern Shaanxi. Continuous and steady development of home-stay brand is of great
practical significance to expand the tourism development space of Shaanxi and realize the
sustainable development of tourism in Guanzhong and Shaanxi.
YBL is an early and mature B&B in Guanzhong. It opened in 2015 and was rated as “Top Ten
B&B” by Juntu for several consecutive years. In 2018, it was awarded “Xi'an Top Ten
Characteristic Travel B&B”. In this paper, the development status and marketing management
status of YBL home-stay are investigated and analyzed by means of literature research,
qualitative analysis, quantitative analysis and graph analysis. the article briefly reviews and
sorts out the research on the development of home-stay and home-stay tourism at home and
abroad, finds the concept definition that is most consistent with the home-stay represented by
Shaanxi YBL, analyzes the characteristics and types of home-stay tourism products, and relies
on marketing and the basic theory of marketing management, a detailed analysis of YBL's
current business status, found that there are many problems in the target market, competitors,
organizations, products, prices, channels, brands, etc. in marketing management, directly
affecting the continued development of the home-stay brand. Following the basic rules of
marketing management, the author analyzed and investigated the internal and external
environment of marketing in the aspects of industrial environment, development opportunities
and market shocks. Through the detailed questionnaire survey and analysis of the current
consumer perception experience, the author proposed that it should be also promoted and
realized its marketing management optimization from product design, price customization,
channel expansion, personnel promotion and brand promotion besides the basis of product
projects in the rich traditional home-stay.
Abstract
III
This article has established YBL home-stay as a typical example, Proposed feasible solutions
to improve and optimize the traditional marketing model, and provided a reference for the
scientific marketing and sustainable development of Shaanxi Hostel and even the whole
country.
Keywords：Home-stay；The tourism product；Marketing；Marketing management；Optimize。