| With the rise of the ―Internet + tourism" and consumption idea of "sharing economy" in C hina various related industries have emerged, and online short term rental is the one of the industry with strong momentum in the development. Online short term rental is searching and booking short rental housing through Internet, the owner and tenant can use the online platform to pay for the room, so the online platform profit from commissions or advertising fees. It’s a typical of the O2 O industry, all the transactions of online short term rental businesses are completed online, but consumers experience offline. Online short term rental industry originated in the United States, represented by Home Away, which was founded in 2005 and the Airbnb founded in 2008. Beginning in 2011, domestic enterprises have also launched online short term platform referencing Airbnb and home Away, like Tu Jia, xiaozhu, mayi, airizu and youtx. And with 80 s and 90 s who desire for "personalized" becoming the backbone of the tourism consumption army, free travel is becoming more and more common, and as tourists’ accommodation requirements also gradually changing, online short term rental industry is developing rapidly in C hina. However, the development of every industry is not smooth. After a brief spurt of development, there have been different issues. Airizu, the China’s first online short term rent enterprises collapsed, so people began to rethink how should the industry develop in the future, investigate and analyze the existing problems, causes and propose solutions.Based on demand chain management theory and implicit demand theory, this paper analyzes the development situation, business model and supply chain structure of representative foreign online short term rental enterprises. Due to the domestic online short term rental industry imitated foreign models in start- up period; these enterprises have to face with differences in the macro environment and micro subject in China through actual operation process, so its development has been restr icted by the social credit system, lack of industry standards, weak supply and fuzzy demand. The fundamental problem of C hinese online short term rental problems of supply and demand is consumer experience, so in order to be able to provides countermeasures and suggestions for online short term rental industry development, this paper investigate the domestic C2 C online short term rental market from the perspective of consumer demand, using existing data to determine target customer groups: young people with age of 18-30, limited income, spirit of adventure, personality pursuit and network user. According to the basic idea of demand chain design, demand mining, identify the hidden demand, demand response, and ultimately to complete the remodeling of the overall demand chain. Demand mining and identification is first phase, collecting data by doing in-depth interviews according to online short term rental experience, collecting online evaluations and the online short term rental enterprises reported data. Then, introduce the classical grounded theory, getting concept and the category through open coding, clarifying the relationship between the category by selective coding, and end with the level of demand categories and e xplicit and implicit relationship, so we can dig and identify the real needs of consumers. In demand response phase, the demand variables were cured to members of online shortterm rental supply chain, and the implicit demand variables were especially reflected on services or accept service behavior of the landlord, online short term rental platform and the tenant. Finally, show the online short term rental supply chain, and build explicit demand chain to implicit demand chain step by step from these three members of the chain. Made it clear to all chain members the future developing processes from whole to detail, provide satisfactory experience service for tenant with implicit demand. |
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