| Short-term online rental is the product of the infiltration of the shared economy in the residential area,and the rapid growth of the Chinese online short term rental enterprises in the 2011 is under the background of the fast development of tourism economy.In the long run,China's tourism structure is bound to upgrade,the local online short-term rental business market is bound to extend overseas.Airbnb is the pioneer of online short rent,but after entering the Chinese market because of the natural localization barrier is difficult,so that its localization in China's business process exposed a lot of problems.This article mainly through the literature analysis method and the case analysis method to the online short rent the Enterprise to welcome the localization problem which the business in China manages.First of all,the article analyzes the online short rental industry in China,and finds that the online short rental industry in China is in the growth period of fast growth and high demand,and the industry standard is gradually formed.At the same time,the development of the industry presents the characteristics of legalization,pluralism,intellectualization and robustness.On the basis of this,this paper compares the operation mode,profit model,consumer type and availability of the local online short rental enterprises,and provides the basis for the research and analysis of the latter.Secondly,this article analyzes the problem of the localization of the business in China,and analyzes that the business of Airbnb and welcome in the Chinese market is mainly focused on two modules,one is to widen the availability in China;Another is to promote the platform in China to increase users.Survey data show that,after entering the Chinese market,Airbnb,both in terms of the number of listings or the number of users in the use of a significant increase.But at the same time,Airbnb and welcome in the process of localization in China also exposed a lot of problems,mainly focused on the choice of coping strategies,platform service efficiency,internal communication is not smooth and the offline availability of supervision and so on,and this article on the causes of each problem is further analyzed.In theory,this paper analyzes the localization of the business in China with the theory of oligopoly market,the theory of competitive advantage,the core competence theory and the integration of local equilibrium theory.Theoretical analysis holds that the core of the localization of the business in China is to establish emotional ties with Chinese users,enhance the recognition of the brand value of Chinese users,and further strengthen its user stickiness to the platform.Finally,through the study of the localization of the business in China,this paper puts forward some enlightenments of the Chinese online short rental business:actively explore the operation mode,accurately locate the core competitiveness,develop overseas market and master the key of localization operation. |
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