Research On Brand Marketing Strategy Of Lingquan Miaojing Homestay

The No.1 Document of the Central Committee of the Communist Party of China and the State Council in 2016 proposed "vigorously developing leisure agriculture and rural tourism" and emphasized that regions should develop leisure farms,rural hotels,characteristic homestays,self-driving camps,and other rural leisure vacation products according to their specific circumstances.Under the guidance of national policies,many places have started to regard the construction of homestays as the main driving force for promoting the development of rural tourism,and have increased investment in this area.Corresponding local policies have also been issued to promote the development of the homestay industry,drive the comprehensive development of rural tourism with the development of the homestay industry,and also promote the implementation of the tourism poverty alleviation and rural industrial revitalization strategies.Lingquan Miao Jing Homestay Resort is located in Liangshuiquan Village,Lingshan Office,Qixian County,Hebi City,Henan Province.In the first batch of national A-level homestay evaluation in 2021,only two homestays in Henan Province were shortlisted,and Lingquan Miao Jing Homestay Resort was one of them.However,as a new thing and a start-up company,the brand image of Lingquan Miao Jing Homestay still needs to be improved,and its market performance still faces challenges.This article takes the brand marketing of Lingquan Miao Jing Homestay as the research object,firstly elaborating on the basic situation of Lingquan Miao Jing Homestay and using PEST analysis to analyze the external environment of Lingquan Miao Jing Homestay.Secondly,comprehensive research methods such as interviews and questionnaires were used to analyze the customer satisfaction and current marketing strategies of the homestay.Thirdly,this paper used SWOT analysis to analyze the advantages,disadvantages,opportunities,and threats of Lingquan Miao Jing Homestay in brand building,and optimized the brand positioning,brand,brand identity,and brand culture of Lingquan Miao Jing Homestay.Finally,based on the 7Ps service marketing theory,this paper put forward improvement and optimization suggestions for the brand marketing strategy of Lingquan Miao Jing Homestay from seven aspects,such as product and channel.It is expected that the countermeasures and suggestions of this research can help Lingquan Miao Jing Homestay better cope with the challenges facing the accommodation industry,attract more customers,and improve the operating efficiency of the homestay.