共享经济背景下连锁酒店品牌市场平台的构建与思考

The Construction and Consideration of the Chain Hotel Branded Marketplace Platform under the Background of Sharing Economy

近几年来共享经济迅猛发展,对传统酒店业造成了冲击.在此背景下,连锁酒店应充分利用其品牌优势延伸P2P租赁,为寻求独特住宿体验的客人提供富有吸引力的选择.通过介绍酒店行业P2P租赁市场现状,基于供应的增加、价格与原真性体验等五个驱动因素以及品牌延伸、品牌信任与品牌个性三个品牌营销关键因素,提出了连锁酒店品牌市场平台构建的思考.

Sharing economic develop rapidly in recent years, which impacts the traditional hotel industry deeply. In this context, chain hotels should make full use of their brand advantages to extend P2P rental, offering attractive options for guests seeking a unique stay experience. By introducing present situation of P2P rental market, based on the five driving factors of supply increase,price and authenticity experience and so on, as well as the three key factors of brand marketing : brand extension, brand trust and brand personality, then putting forward the thinking of building brand market platform of chain hotels.