Research On The Marketing Of "Yi-shi-yi-qu" Boutique Homestay In Beijing

With the rapid development of China’s economy,there has been a consumption upgrade,a great change in consumption concepts,consumers have gradually changed from price-sensitive to quality-sensitive,and per capita disposable income has increased.Country houses have also entered a stage of rapid development and fission No matter whether it is a long vacation or a short vacation,everyone hopes to change the busy,crowded,fast-paced urban life,and experience a relaxed,quiet,comfortable and slow-paced rural lifestyle.Through the homestay,urban citizens are more able to pursue life concepts and spiritual sustenance that resonate with them.The homestay industry is not only a new industrial form but also promotes employment,and adjusts the agricultural industry structure,so that the countryside has new development,new planning and new ideas.At present,we are in the period of opportunity for the most beautiful rural construction,rural revitalization strategy,and the industry’s gradual standardization of reshuffle and the rising sun in the field of life aesthetics.The homestay industry can use this to actively optimize,accurately position,and develop rapidlyThis article mainly focuses on the research on the marketing status of "Yishiiyiqu" boutique bed and breakfast,based on STP theory,SWOT matrix,PEST analysis,Porter’s five-force model to conduct a comprehensive analysis of market segmentation,positioning and other aspects,using 7Ps marketing strategy At the same time,combined with the current Internet marketing,word-of-mouth marketing,experience marketing and other new marketing strategies.It is clarified that the "Yi Room Yiqu" boutique bed and breakfast also needs to enrich the product content in terms of products,highlight the personalization of the bed and breakfast,optimize the design and hardware,do a good job in fine services,and highlight cultural characteristics;in terms of price,we must innovate the pricing model and focus on the sense of value acquisition The price must be fully considered from the three aspects of consumer psychology,off-peak season and discount;the channel must grasp the pulse of the times,broaden marketing channels,increase distribution channels,and cooperate with the current Internet celebrity anchor while cooperating with the OTA platform.Selling bed and breakfast products through live broadcast platforms such as Betta and Zanthoxylum;third,using content display platforms such as Ma Honeycomb and Toutiao to share travel notes,strategies,etc.,and grab specific groups;the promotion mainly uses refined user portraits,based on user portraits in the summer vacation,Promotional advertising,and scenic area linkage to achieve precise promotion.At the same time,in the context of the new economic era,relying on the Internet to do marketing innovation,focus on creating "homestay +",through the homestay + play experience,bookstore,skills,retirement vacation,etc.,to achieve experiential marketing;shape the "life aesthetic IP" to promote Word-of-mouth marketing;deeply cultivating community operations to achieve viral marketing.This article provides a guide for the development of Beijing suburban homestays and provides valuable marketing strategies through the study of Beijing "Yiyiyiqu" boutique homestays.It also provides some references and references for the subsequent transformation and innovative development of Beijing suburban homestays.