在线短租启示下的我国传统酒店业运营模式与产品策略研究

Research on the Operation Mode and Product Strategy of China's Traditional Hotel Industry under the Short Online Rental Revelation

作为共享经济与民宿产业结合体的在线短租行业,凭借其高效灵活的分销运营模式,个性化、定制化、多元化住宿服务产品,近年来在住宿市场上异军突起。相比较而言,传统酒店行业却由于重资产化的经营策略、同质化的服务模式和日益饱和传统酒店市场,发展乏力。传统酒店行业应借鉴在线短租业的成功经验,升级服务产品,优化运营模式,结合自身优势,积极参与在线短租业,发掘新的业务市场和增长潜力。

As a derivative industry from the combination of sharing economy and BB,the short online rental industry has experienced a rapid development for its success of winning the preference from the consumption group consisting of young and middle aged consumers depending on its operation model with high efficiency and flexibility,as well as its customized service products of great diversity and feature. By contrast,a recession has happened to the traditional hotel industry because of its operation strategy based on large property asset investment,homogenized service and the saturated market. However,the rise of the short online rental industry should not be seen as merely a challenge or a threat for hotel industry,but the new opportunity of development. This paper suggests that the traditional hotels should gain some enlightenment from the success of the short online rental in terms of upgrading service products as well as improving the operation model. Besides,it presents some corresponding strategies for the traditional hotels,such as actively participating in short online-rental and getting involved in this new housing industry combined with their own advantages to explore the new business markets and growth potential.