基于波特五力模型的乡村民宿产业竞争力提升策略——以平潭国际旅游岛为例

Promotion Strategies on the Competitiveness of Rural Homestay Industry Based on Michael Porter’s Five Forces Model——Taking Pingtan International Tourism Island as an Example

【目的/意义】分析平潭国际旅游岛乡村民宿产业的发展现状及竞争态势,有助于制定相应的提升策略,促进平潭乡村民宿产业平稳健康发展。【方法/过程】采用波特五力模型,从5个角度对平潭国际旅游岛的乡村民宿产业进行竞争环境分析。【结果/结论】结果显示,平潭国际旅游岛乡村民宿产业发展过程中存在文化产品同质化严重、品牌知名度低等问题,提出加强对台文化交流,融合闽台两地文化;以文化体验为核心,推出特色文创产品;提升平潭知名度,打造优秀乡村民宿品牌;构建专业人才培养体系,提供精品民宿服务等基于文创驱动的发展对策。

【Objective/Meaning】The analysis of the development status and competitive situation of rural homestay industry in Pingtan international tourism island was helpful to formulate the corresponding promotion strategies and promote the stable and healthy development of rural homestay industry in Pingtan.【Methods/Procedures】By using the Michael Porter’s Five Forces Model,the competitive environment of rural homestay industry in Pingtan international tourism island was analyzed from five perspectives.【Results/Conclusions】The results showed that in the development process of rural homestay industry in Pingtan international tourism island,there were some existing problems such as the homogenization of cultural products and low brand awareness,etc.Based on the above problems,the countermeasures driven by the cultural innovation were put forward including strengthening the cultural exchanges with Taiwan to integrate the cultures of Fujian and Taiwan,taking the cultural experience as the core to launch the featured cultural and creative products,enhancing the popularity of Pingtan to build the excellent brand of rural homestay,building an training system for professional talents to provide the high-quality services of homestay.