共享时代C2C模式下Airbnb在华本土化战略研究

Research on Airbnb's Localization Strategy in China Under the C2C Mode in the Sharing Era

Airbnb在国际市场表现优异,进入中国市场后本土化路程曲折,但终究表现优异。为给其他跨国公司本土化借鉴与参考,论文首先分析了中国共享住宿行业的现状;其次,从人才、研发以及营销三个方面分析其本土化经历;再次,指出Airbnb在华发展面临的问题;最后,提出建议启示与建议。

Airbnb performed well in the international market.After entering the Chinese market,the localization journey was tortuous,but it ultimately performed well.In order to provide reference for the localization of other multinational companies,this paper firstly analyzes the current situation of China's shared accommodation industry;secondly,it analyzes its localization experience in terms of talent,R&D and marketing;thirdly,it points out the problems that Airbnb faces in China;finally,it puts forward suggestions and inspirations.