Research On Brand Communication Of Moganshan Homestay

Moganshan Homestay is one of the earliest developed local B＆Bs in China,and it has built up its brand awareness with Yangjiale as its characteristic.In 2015,Moganshan Homestay achieved a direct operating income of 350 million yuan,ranking it among the forefront of the development of the Homestay industry.While "income fame and fortune",the Moganshan homestay industry is also facing problems such as rapid expansion and uneven quality.Faced with these situations,all parties worked together to seek a breakthrough.In2020,Deqing,based on the first county-level country house local standard specification "Classification and Evaluation of Country House Service Quality" formulated by Moganshan Homestay,became the blueprint for implementation of the national standard,and Moganshan’s position as a pioneer in the development of the homestay industry has been consolidated.The development of homestays is closely related to rural revitalization.Under the background of the country’s vigorous promotion of rural revitalization,the development of homestays is an important measure to boost the rural economy.However,attracted by the huge economic benefits,the current homestay market is under the mud and sand,disorderly competition and unhealthy development emerge in endlessly.This makes it imperative to formulate reasonable industrial measures.At the same time,in the post-epidemic era,an active homestay brand communication strategy is also essential.Therefore,this study takes the representative Moganshan Homestay as the research object,and understands the current situation and characteristics of Moganshan Homestay brand communication through data analysis,media reports,and field visits,and summarizes the actual effects obtained from questionnaire surveys and in-depth interviews.For the shortcomings of communication,suggestions for optimization are put forward,and some references can be provided for brand building and communication of other local homestays.This article is mainly divided into five parts.The first part is the "Introduction".This part introduces the research background,significance,concept definition,research status,research ideas and methods of this research,which is the basis of the full text.The second part is "Overview of the status quo of Moganshan Homestay brand.It sorts out the development history of Moganshan Homestay from the start of farming to the popularity of Yangjiale and then gradually evolving into high,middle and low grades,as well as its development in brand building.Features include natural ecology,history and culture,Chinese and Western integration,and high-end quality.The third part is "Analysis of the Status Quo of Moganshan Homestay Brand Communication".Through relevant materials,communication cases and field visits,it is found that the Moganshan Homestay brand communication is more prominent in the concept of "integration" : integrating newspapers and magazines,TV news,outdoor advertising,etc.Traditional media achieve precision marketing;integrate government,industry associations,internal employees and other stakeholders to output a unified brand image;integrate all brand touch points through social media,offline events,e-commerce platforms,live broadcasts and other channels;through low-carbon environmental protection,culture The integration of values at different levels of art and public welfare actions realizes brand communication with consumers.The fourth part is "Analysis of the Brand Communication Effect of Moganshan Homestay ".According to the market positioning of Moganshan Homestay,a questionnaire is designed and interviewed with middle and high-income groups as the research objects.Analyze the brand communication effect of Moganshan Homestay.The analysis content includes the audience’s cognitive effect,attitude effect and behavior promotion effect of Moganshan Homestay brand communication.Based on this,it summarizes the shortcomings of Moganshan Homestay brand communication.The fifth part is "Revelations and Suggestions for Moganshan Homestay Communication".In this part,the author combines the communication status of the third part and the deficiencies in the fourth part of the communication effect and proposes that local governments should give full play to their leading role to promote homestay Brand communication power is improved.At the same time,in the Internet era of mobile internet,homestay brands must establish a good integration concept to gather communication resources,and further improve channel promotion by enhancing the awareness of network operations.Finally,in view of the deficiencies in product innovation of Moganshan Homestay,it is proposed to improve innovation ability and enrich product categories.