Blue Sea Strategy Of Shared Accommodation Industry

Research purposes: Sharing accommodation service is a new kind of service in recent years in our country, and is affected by the "share economy",good development momentum. Domestic and foreign experts and scholars analysis sharing accommodation enterprises only use the Porter's competitive strategy, but has never explored the sharing accommodation enterprises how to break the traditional hotel accommodation industry market boundary to create a blue sea, has made traditional hotel accommodation companies do not have competitive advantage. The purpose of this study is to construct a theoretical model to explain this problem.Research methods: Based on the four principles of blue sea strategy,combined with the main process of strategy formulation, the blue sea strategy formulation theory model is put forward. And takes the model as the research structure, chooses the representative enterprise in the sharing accommodation - "Xiaozhu" company as the research object to carry on the single case analysis. Through the literature, archives, direct observation, participatory observation and other means to collect information and interviews conducted on the data to complement and verify, the process of breaking the traditional market boundary of hotel accommodation enterprises is analyzed, so as to verify the correctness and applicability of the model.Research findings: Through constructing the theoretical model of blue ocean strategy development can help companies develop blue ocean strategy. The four key elements in the model correspond to four steps in developing the blue ocean strategy: rebuilding the market boundary can help companies to find the blue ocean strategy development direction;focusing on the global rather than on the numbers can help companies determine the various elements of value innovation; beyond existing requirements can help companies plan solutions to meet the common needs of non-customers to expand the size of the market; follow a reasonable strategic order can help companies assess reasonable of the business model. The above findings can be confirmed by case studies.Practical implications: In this study, the theoretical model of the blue ocean strategy development is taken to analysis "Xiaozhu" company create shared accommodation blue ocean process, for the industry in the enterprise or other industries within the enterprise to develop blue ocean strategy provides a reference.Research limited: The study is conducted in a single case study, and there are many business models in the sharing accommodation service,this study only research and analysis C2C model of the enterprise,explained this business model of sharing accommodation companies how to break the traditional hotel accommodation market boundary so as to create a blue ocean, while the companies in BC business model do not make research and analysis. So if choosing a number of business models for multi-case analysis, the model may prove more fully. In addition,during the completion of the paper, scholars from all over the world are engaged in various theoretical research and analysis, or even can be said to be changing with each passing day, so the view expressed in the paper is also subject to time constraints.