乡村振兴背景下基于SWOT分析的乡村民宿产业营销策略研究——以浙江台州温岭花溪村为例

Research on the Marketing Strategy of Rural Bed and Breakfast Industry Based on SWOT Analysis under the Background of Rural Revitalization—Taking Huaxi Village, Wenling, Taizhou, Zhejiang as an Example

近年来,乡村民宿产业在助力乡村振兴战略的实施中发挥着越来越大的作用。在我国,乡村民宿产业正处于上升发展状态,许多地区的乡村民宿产业已经开始形成自己的优势,对各自地区的乡村旅游资源开发起到了推动作用。但仍有部分乡村面临着民宿产业发展不均衡、民宿管理机制运行内生动力不足、“非节假日没人去”的亏损困境,不仅不利于乡村民宿产业兴旺和当地乡村旅游业可持续发展,而且影响到乡村振兴战略的深入推进。本文基于对浙江台州温岭花溪村的实地调研,从当前乡村民宿产业的发展现状出发,进行乡村民宿产业的营销策略研究,基于SWOT分析,从产品、定价、渠道和推广四个方面出发,进行了乡村民宿产业营销策略研究,以期为乡村民宿产业发展过程中所存在问题设计出可行性更高、实用性更强的解决方案。真正实现乡村民宿引得来游客、留得住游客,为乡村民宿产业可持续发展提供源源不断的动力,助力全面推进乡村振兴。

In recent years, the rural B&B industry has played an increasingly important role in helping the implementation of the rural revitalization strategy. In China, the rural B&B industry is in a state of rising development, and the rural B&B industry in many areas has begun to form its own advantages, which has promoted the development of rural tourism resources in their respective regions. However, some villages are still facing the loss dilemma of unbalanced development of B&B industry, insufficient endogenous motivation in the operation of B&B industry management mechanism, and “no one goes on holidays”, which is not only not conducive to the prosperity of rural B&B industry and the sustainable development of local rural tourism, but also affects the in-depth promotion of rural revitalization strategy. Based on the on-the-spot investigation of Huaxi Village in Wenling, Taizhou, Zhejiang Province, this paper studies the marketing strategy of the rural B&B industry from the current development status. Based on SWOT analysis, it studies the marketing strategy of the rural B&B industry from the four aspects of products, pricing, channels and promotion, with a view to designing more feasible and practical solutions for the problems existing in the development of the rural B&B industry. Really realize the attraction and retention of tourists in rural B&B, provide a steady stream of power for the sustainable development of rural B&B industries, and help comprehensively promote rural revitalization.