| With the development of China’s national economy and the upgrading of the consumption of the whole country,people are more and more yearning for the living life of the protagonists driving the RV in the movies.The RV tourism is gradually rising.This kind of tourism mode closely combines the traditional tourism with the daily life.And the RV carries the dual functions of hotel and car,which is loved by the public tourists.Unlike RV tourism,which has been developing for a century in western countries,the development of RV industry in China started relatively late and entered China in the early 1990 s.RV rental business is also in the early stage of industry development.But with the increasing number of enterprises participating in RV rental business,more and more consumers understand and experience the fun of RV travel through the way of rental.This paper takes the development of RV rental business of company A,a leading domestic RV enterprise,as the research object.By using the methods of literature research,field research,case analysis and questionnaire survey,this paper comprehensively analyzes the macro environment,market characteristics and business model of RV rental business in China based on the study of domestic and foreign RV development history and theoretical research.This paper makes a comprehensive and detailed analysis on the industrial chain of China’s RV ecosystem,and points out the development opportunities and obstacles faced by China’s RV rental development at the present stage.On this basis,in-depth analysis of a company’s RV rental business internal development status,market positioning,resource capacity analysis and RV ecosystem industry supporting construction capacity,etc...At the same time,questionnaire survey is conducted on potential and existing consumers,and the importance of RV ecosystem supporting construction to RV rental business development is further demonstrated from the market level through data analysis.On this basis,combined with the theory of business ecosystem,this paper points out that the strategic goal of a company to further expand the scale of RV rental and build a one-stop service platform for RV travel must take the construction of RV ecosystem as the optimization strategy for business development,and on the basis of the imperfect development of RV industry chain,it puts forward the business layout of RV ecosphere and the corresponding six measures In the end,it puts forward the guarantee measures needed to support the implementation of optimization strategy from four aspects of organization,talent,system and fund.This paper combines theory with practice,combines business ecosystem theory with RV rental business,so as to put forward optimization strategies for business development for enterprises;at the same time,it solves the common problems of other related companies in the real operation of RV industry,and enterprises with single industry in RV ecosystem can refer to the implementation measures in optimization strategy for in-depth development in this field. |
