I 摘要 自由行消费者的需求具有高度个性化的特点，他们对于体验目的地文化、当地社 交文化的需求在不断增长，而民宿正好能迎合了自由行消费者的需求，所以在近几年 来获得了快速的发展。围绕着休闲旅游成熟区扩张而得到发展的民宿业，其驱动因素 来源于休闲度假游阶段性的服务细分需求。相对于国外成熟的休闲游与民宿市场，中 国民宿业的发展仍处在起步的阶段，在这样的背景下，民宿酒店应该怎样定位、基于 定位应该怎样进行产品设计、应该采取什么样的定价策略和促销策略等问题都值得民 宿行业的从业者认真思考。 本文在论述市场营销相关理论的基础上，综合采用了文献分析、现象观察、多案 例研究等方法，以百悦民宿连锁的营销问题为研究对象，主要讨论了以下几个方面的 问题，一是讨论了百悦民宿连锁的概况、公司营销现状以及存在的问题和不足等。二 是采用 PEST 战略分析方法、波特的五力竞争模型、SWOT 分析工作等理论和方法对百 悦民宿连锁所处的宏观经营环境、竞争环境、企业内部环境等方面进行了具体分析， 通过上述分析，发现了酒店存在的优势、劣势、机会和威胁。在上述分析的基础上， 本文又运用了 STP 理论讨论了百悦民宿连锁的市场细分、目标市场和定位问题，提出 通过产品、服务、形象等的差异化，确立自己在细分市场的优势，树立在目标市场的 品牌。在策略上，本文构建了百悦民宿连锁的 7Ps 营销组合策略和实施保障措施，对 百悦民宿连锁的营销策略进行全方面研究。 通过上述内容的研究，本文期望以百悦民宿连锁为载体，对中国民宿酒店的经营 现状、存在的问题进行梳理，并提出针对性策略。一方面帮助百悦解决具体问题，另 一方面对同类行业或企业提供借鉴参考，从而促进整个行业的良性发展。 关键词，百悦民宿 7P 营销策略组合 STPAbstract II Abstract The needs of consumers traveling independently are highly personalized, and the needs of experiencing destination culture and local social contact are growing day by day. With the expansion of leisure tourism in mature areas, the driving factors come from the service segment demand in the leisure tourism stage. However, the development of China's home stay accommodation industry is still in the primary stage. In this context, how to position home stay accommodation hotels, how to design products based on positioning, what pricing strategies and promotion strategies should be adopted are all worthy of serious consideration by practitioners of home stay accommodation industry. This article has discussed the theory of marketing, on the basis of the comprehensive use of literature analysis, observations, multiple methods of case study, in hundred yue home stay facility chain marketing problems as the research object, mainly discussed the following problems: The first is to discuss the best profile of BY home stay facility chain, the company marketing status quo and the existing problems and the insufficiency, etc. Second, the thesis adopts PEST strategy analysis method, porter's five forces competition model, SWOT analysis and other theories and methods to analyze the macro operation environment, competitive environment and internal environment of the b&b chain. Through the above analysis, the thesis finds out the advantages, disadvantages, opportunities and threats of the hotel. On the basis of the above analysis, this paper also discusses the market segmentation, target market and positioning of the BY home stay facility chain by using the STP theory, and proposes to establish its own advantages in the market segment and establish its brand in the target market through the differentiation of products, services and images. In terms of strategy, this paper constructs the 7Ps marketing mix strategy and implementation guarantee measures of BY home stay facilitychain, and studies the marketing strategy of BY home stay facility chain in all aspects. Based on the above research, this paper expects to take BY homestay chain as the carrier, sort out the operating status quo and existing problems of homestay hotels in China, and propose targeted strategies. On the one hand to help BY solve specific problems, on the other hand to the same industry or enterprises to provide reference, so as to promote the benign development of the entire industry. Keywords:BY homestay 7P marketing strategy portfolio STP目 录 III 目录 摘要 ................................................................................................................................I 第一章绪论.....................................................................................................................1 1.1 研究背景和意义 ................................................................................................... 1 1.2 研究内容与方法 ................................................................................................... 1 1.2.1 硏究内容 ........................................................................................................ 1 1.2.2 研究方法 .................................................................................................... 2 1.3 研究目的与意义 ................................................................................................... 2 1.3.1 硏究目的 ........................................................................................................ 2 1.3.2 研究意义 ........................................................................................................ 2 1.4 研究的主要内容和框架 ....................................................................................... 3 第二章国内外相关研究和理论基础 .............................................................................5 2.1 相关概念 ............................................................................................................... 5 2.1.1 民宿 ................................................................................................................ 5 2.1.2 民宿的分类 .................................................................................................... 6 2.1.2.1 按照类型划分 ............................................................................................ 6 2.1.2.2 按照功能划分 ............................................................................................. 8 2.2 国内外研究现状 ................................................................................................... 9 2.2.1 国外研究现状 ................................................................................................ 9 2.2.2 国内研究现状 ................................................................................................ 9 2.2.3.国内外研究评述 .......................................................................................... 10 2.3 相关理论基础 ..................................................................................................... 11 2.3.1 波特五力分析模型 ...................................................................................... 11 2.3.2 STP 理论 ...................................................................................................... 12 2.3.37Ps 营销理论................................................................................................. 13 2.3.4PEST 分析法 ................................................................................................. 13 第三章国内外民宿发展情况研究 ...............................................................................15 3.1 英国民宿发展现状 ............................................................................................. 15 3.2 台湾民宿发展现状 ............................................................................................. 16 3.3 桂林民宿发展状况 ............................................................................................. 17 3.4 各地民宿发展的借鉴意义 ................................................................................. 17目录 IV 第四章 百悦民宿连锁机构市场营销环境分析 .........................................................19 4.1 概况介绍 ............................................................................................................. 19 4.1.1 百悦民宿连锁概况 ...................................................................................... 19 4.1.2 苏州地区概况 .............................................................................................. 19 4.2 外部环境分析 ..................................................................................................... 20 4.2.1 政治法律环境 .............................................................................................. 20 4.2.2 经济文化环境 .............................................................................................. 21 4.2.3 社会环境 ...................................................................................................... 23 4.2.4 技术环境 ...................................................................................................... 24 4.3 微观环境分析 ..................................................................................................... 25 4.3.1 顾客的讨价还价能力各异 .......................................................................... 25 4.3.2 供应商的讨价还价能力整体较弱 .............................................................. 25 4.3.3 现有竞争者各具优势 .................................................................................. 26 4.3.4 替代者具有一定威胁 .................................................................................. 26 4.3.5 潜在竞争者值得关注 .................................................................................. 27 4.4 内部环境分析 ..................................................................................................... 27 4.4.1 营销现状 ...................................................................................................... 27 4.4.2 SWOT 分析 ...................................................................................................... 31 4.4.3 营销战略分析 .............................................................................................. 33 第五章百悦民宿连锁市场定位及 7PS 营销策略.......................................................34 5.1STP 分析 .............................................................................................................. 34 5.1.1 市场细分 ...................................................................................................... 34 5.1.2 目标市场选择 .............................................................................................. 37 5.1.3 目标市场定位 .............................................................................................. 37 5.2 产品差异化策略 ................................................................................................. 38 5.2.1 客户细化 ...................................................................................................... 38 5.2.2 完善服务流程 .............................................................................................. 38 5.2.3 塑造民宿品牌 .............................................................................................. 39 5.3 基价下调为基础的价格组合策略 ..................................................................... 40 5.3.1 产品定价方法 .............................................................................................. 40 5.3.2 季节性营销策略 .......................................................................................... 40 5.3.3 数量折扣策略 .............................................................................................. 40 5.3.4 产品捆绑策略 .............................................................................................. 41 5.4 渠道和促销策略优化 ......................................................................................... 41目 录 V 5.4.1 网络渠道 ...................................................................................................... 41 5.4.2 强化传统渠道 .............................................................................................. 42 5.4.3 多种促销手段 .............................................................................................. 43 5.4.4 建立经营者同盟 .......................................................................................... 43 5.5 有形展示策略优化 ............................................................................................. 43 5.5.1 硬件和文化设施的改善 .............................................................................. 43 5.5.2 提升民宿服务 .............................................................................................. 44 5.6 客户管理提升策略 ............................................................................................. 45 5.6.1 老客户维护 .................................................................................................. 45 5.6.2 新客户开发 .................................................................................................. 45 5.7 内部营销强化策略 ............................................................................................. 46 5.8 营销策略实施的保障 ......................................................................................... 47 5.8.1 组织结构保障 .............................................................................................. 47 5.8.2 以互联网+为切入点，逐步形成数字化营销体系 .................................... 47 5.8.3 完善员工管理机制 ...................................................................................... 47 第六章结论与展望 .......................................................................................................48 6.1 结论 ..................................................................................................................... 48 6.2 展望 ..................................................................................................................... 49