Research On Online Marketing Strategy Of Chengdu FY Homestay

Homestay is an important component of the rural economy.Against the backdrop of rural revitalization,homestay has shown explosive growth in recent years.With the development of the times,the post 80 s and post 90 s generations have become the main consumers.Comparing to the same uniform hotel chains,they tend to pursue high-quality,personalized,and differentiated homestays.With the penetration of the Internet in all aspects of life,as an emerging product of the rural economy,homestays are increasingly relying on the influence of online marketing to seek new opportunities in the fierce competitive environment.This article mainly takes Chengdu FY Homestay as the analysis object to optimize the online marketing strategy of Chengdu FY Homestay.Firstly,the PEST model and Porter’s Five Forces model are used to comprehensively analyze the external and internal environment of Chengdu FY Homestay.It provides direction for online marketing.Then,based on a questionnaire of consumers and in-depth interviews with consumers,employees,and homestay executives,this paper summarizes the weaknesses of the online marketing strategy of Chengdu FY homestay.Finally,basing on the analysis results,it uses the 4I principles of online integrated marketing strategy,innovative suggestions and optimization strategies are proposed for the online marketing strategy of Chengdu FY homestay from four aspects: Interesting、Interests、Interaction and Individuality.Through in-depth research and optimization of online marketing strategies,it can not only help Chengdu FY homestay solve the current pain points and difficulties,break through the business,enhance the popularity of homestay,and increase sales;more importantly,it can also provide reference for other start-up homestays that have common characteristics with FY homestay,and for online marketing in the homestay industry in China at the same time.