Marketing Penetration Challenges Facing Companies In The Chinese Sharing Economy Market ——Case Study: Airbnb And Tujia Companies In The Chinese Market

Globally,China is the biggest housing country.In the Chinese market,the hospitality sector precisely is on the rise.According to the travel and tourism business leader which is the world travel and tourism council(WTTC),China has the ability and a chance of becoming among the greatest tourism economies in the world.The study seeks to consider the following objectives:To find out how Tujia has been able to challenge Airbnb in the Chinese House-Sharing Market,despite Airbnb being the world pioneer.To find out the strategies that has enabled Tujia to challenge Airbnb in the Chinese house sharing market.To assess the challenges Airbnb has faced in the Chinese house sharing market and to find out strategies that Airbnb can implement to effectively compete in the Chinese house sharing market.The objectives were formed regarding the fact that the researcher was interested in finding out how Tujia have been successful over the past years,bearing in mind that Airbnb is the big player in the world.The following theories were applied in this study: network theory,digital transformation theory,theory of imitation,consumer behavior and Word of Mouth/Psychological Ownership Theory and Perceived Control.The target population for this research included all the potential clients that are likely to know and use Tujia or Airbnb.The total number of possible respondents was 200.Data was summarized and presented in form of frequency tables and percentages.From the analysis,we can conclude that Tujia is doing well in China and is also different from Airbnb despite the fact the both have existed in the market on a different timeline.On average,most of the responses in this section of the Airbnb and Tujia employees were between strongly agree and very agree,it tells that most respondents agreed the various challenges that Airbnb is facing in the Chinese market are affecting its operations hence making them loose market share to competitors.Also,from the study the most respondents agreed that the various strategies used by Tujia are very effective and they are making the market competitive,thus making its operations easier in comparison to the competitors in the same market.It means that Airbnb has to work extra mile to match the competition.The areas of concern that should be given more emphasis are the challenges than Airbnb is facing and the how the various strategies can help them revive the brand and also help the business to thrive.