北京乡村民宿新媒体营销策略研究

Research on New Media Marketing Strategies for Rural Homestays in Beijing

中文关键词: 乡村民宿  新媒体营销  乡村旅游业  北京

英文关键词: rural homestays  new media marketing  rural tourism  Beijing

中文摘要:

      随着移动互联网技术的日新月异，北京乡村民宿迎来了前所未有的发展机遇，新媒体营销已成为民宿企业营销宣传的主要手段之一。然而，随着民宿新媒体营销的不断深入，逐渐暴露出营销对象和定位不精准、营销内容形式同质化、营销渠道较为单一、专业人才短缺等问题。为推动北京乡村民宿新媒体营销的深入发展，应明确营销目标和定位、实现精准营销，创新营销内容、提高宣传作品质量，拓展优化营销渠道、推进数据流量转化，挖掘民宿产品特色、重视游客线下体验，强化新媒体营销人才团队建设、提升民宿新媒体营销运作能力，以促进北京民宿产业高质量发展。

英文摘要:

      With the continuous advancement of mobile internet technology, rural homestays in Beijing have encountered unprecedented development opportunities. New media marketing has become one of the main methods for promoting and marketing homestay businesses. However, as the new media marketing of homestays deepens, several issues have gradually emerged, such as imprecise marketing targets and positioning, homogeneity of marketing content and forms, limited marketing channels, and a shortage of professional talent. To promote the development of new media marketing for rural homestays in Beijing, this paper proposes the following strategies: clarifying marketing goals and positioning to achieve precise marketing; innovating marketing content and improving the quality of promotional materials; expanding and optimizing marketing channels to drive data traffic conversion; exploring the unique features of homestay products and emphasizing offline visitor experiences; and strengthening the development of new media marketing talent to enhance the operational capacity of homestay marketing.These suggestions aim to contribute to the high-quality development of the homestay industry.