Research On Social Media Marketing Strategy Of SD Homestay

In recent years,there has been an increasing demand for rural tourism products.The natural landscapes in rural areas are diverse and have rich tourism resources,which are very attractive to people who live in large cities made up of concrete,steel,and other materials.As one representative of rural tourism products,homestays represent a new way of life that resonates with tourists and provides a break from the stress of their daily lives.Homestays have been hugely successful since their introduction.The "14th Five-Year" Cultural and Tourism Development Plan proposes to "optimize accommodation supply,support innovative development of characteristic guesthouses,themed hotels,etc." This represents an important opportunity for the development of rural homestays.In addition,China’s homestay industry is currently going through a period of integration and transformation,so it is crucial to re-plan and think about development paths and formulate marketing strategies for the healthy and high-quality development of homestays in the future.With the arrival of the Web 3.0 era and the impact of COVID-19,influential social media platforms have emerged and play an important role in daily life.People no longer rely solely on traditional channels such as TV,magazines,and books to obtain information,but increasingly turn to social media platforms they are interested in to get the information they want.This means that the relationship between customers and enterprises is becoming flatter,and consumers are gaining more control over obtaining information.To better adapt to this change,companies must pay attention to social media marketing,increase their investment in social media marketing,and start paying attention to consumer voices on social media platforms.SD Homestay began using social media marketing in its daily business management.The widespread use of social platforms has not only brought enormous changes to people’s lifestyles,but also brought huge changes to enterprise marketing management.This article takes SD Homestay as the research object and conducts a systematic analysis and summary of the current situation of SD Homestay’s social media marketing.Based on the ADMAS consumer behavior model,it identifies the following problems with SD Homestay’s social media marketing: poor quality and low attention to marketing content;insufficient demand guidance and low desire to stay;KOL business cooperation is too concentrated;product features are not prominent;users share little and there is a low word-of-mouth effect.To address these issues,optimization measures are proposed based on the five stages of ADMAS:Stage 1,attention: expand other social media marketing channels and improve marketing content quality;Stage 2,desire: precise marketing and endow brand emotional value;Stage 3,message & mouth: continue to output content and maintain reputation information;Stage 4,alternative: optimize products and enhance users’ full-process purchasing service quality;Stage 5,share: establish good relationships with consumers and guide them to share socially.Finally,personnel security,institutional security,and funding security are guaranteed to ensure smooth implementation of social media marketing strategy optimization measures.