共享经济下的商业营销策略-以Airbnb为例_英语论文

Business Marketing Strategies of the Sharing Economy—Airbnb as an Example

摘要

基于互联网的平台经济飞速发展，传统的经济模式下的商业营销策略无法满足人们的需求，共享经济的出现，能够促进社会财富流动，提高社会财富的循环效率，满足更多人的利益。依赖于信息技术和网络技术的发展，共享经济促成了一种适度消费、合作互惠、相互信任的经济伦理新常态。共享经济为人们的日常生活带了很多方便。但是由于共享经济形成的时间并不长，互联网技术的不完善等等原因，共享经济也存在一些问题。

本文首先研究共享经济形成的原因、发展和特点，说明了共享经济的一些缺点。同时，进一步以Airbnb为例，了解其形成过程，以及在中国发展所面临的问题。对 Airbnb 运营模式展开深入分析，对我国分享经济及在线短租发展能起到较好的启示和借鉴意义。

关键词：共享经济 营销策略 Airbnb 

Abstract

The rapid economic development platform based on Internet, business marketing strategy of traditional economic mode cannot meet the people’s needs. The sharing economy can promote the flow of social wealth and improve circulation efficiency of social wealth and meet the interests of more people. Depending on the development of information technology and network technology, the sharing economy contributed to a moderate consumption, mutual cooperation, and mutual trust in the new normal economic ethics. The sharing economy brings a lot of convenience for people’s daily life. But the formation of the sharing economy appears in a short time, Internet technology is not perfect and other reasons, the sharing economy still has some problems.

This paper firstly studies the form, development and characteristics of the sharing economy, and illustrates some disadvantages of sharing economy. At the same time, this paper takes Airbnb as an example to understand the formation process and the problems which it faced in the development of China. Carrying out the deep analysis of Airbnb operation strategy can bring good enlightenment and reference to our country economy and share online short term development. 

Key words: Sharing economy  Marketing strategy  Airbnb

Contents

Chapter 1 Introduction 4

Chapter 2 Business Marketing Strategies of the Sharing Economy 5

2.1 Definition of the Sharing Economy 5

2.2 Characteristics of the Sharing Economy 5

2.3 Business Marketing Strategies of the Sharing Economy 6

2.4 Business Marketing Strategies of the Traditional Economy 7

2.4.1 The Classification of the Business Marketing Strategies 7

2.4.2 The Disadvantages of the Business Marketing Strategies 8

Chapter 3 Business Marketing Strategies of Airbnb 9

3.1 The Development of Airbnb 9

3.2 Business Marketing Strategies 10

3.2.1 Nondiscrimination Policy 10

3.2.2 Host Guarantee and Host Protection Insurance 11

3.3 Trust and Safety 12

3.3.1 For Hosts 12

3.3.2 For Guests 13

Chapter 4 Future Development of Airbnb 15

4.1 Cooperate with Venture Capital Institutions 15

4.2 Establishing the Perfect Personal Credit System 15

4.3 Make the Standard of Quality Evaluation 15

4.4 Policy Support 16

Chapter 5 Future Development of the Sharing Economy 17

5.1 Breaking the Existing Strategy of the Economy 17

5.2 Reconstruct the Social Contract Relationship 17

Chapter 6 Conclusion 18

Acknowledgments 19

References 20