Study On Dali Bed&Breakfast Internet Marketing Channel Strategy

After 20 years of development,Dali B&B(Bed&Breakfast)industry has formed its own scale and characteristics from folk houses and hostels at the very beginning to fine B&B with its own characteristics and B&B of chain brands.As the number multiplied,the competition becomes fiercer.Choosing appropriate marketing channel can minimize the vacancy rate of the rooms effectively.Meanwhile it enables the B&B to be recognized widely by the tourists and to stand out of all the rest of B&B.Internet marketing channel has already become as important as traditional marketing channel in this industry.Including both direct and indirect ones,it also becomes the trend of future-development of the marketing channel.One big question is that the B&B owners need to think is to choose the most reasonable internet marketing channel in consideration of environment and self-position of their B&B.This paper first summarizes the types of internet marketing channels of B&B industry based upon the internet channels management theories of relative industries.Then it makes the readers understand generally the origin and development of B&B both in China and in foreign countries as well as the network sale tendency of modern B&B industry by reading both domestic and international summarizations.And then it clarifies that the core of the marketing mode of Dali B&B has been transformed to community economy at the present stage after visits and interviews.It also analyzes the advantages and disadvantages of the three network channel models with the combination of real cases as well as the opportunities and threats faced by the B&B industry in selecting internet marketing channels.Finally,combing the characteristics of target customers with corresponding channel theories,the paper puts forward the principles and suggestions for the construction of Dali boutique B&B’s internet marketing channel.The focus at the initial stage is to rely on the platform to win more customers;gradually when it is on the right track,fans clubs are supposed to be set up to get rid of the various constraints brought by the platform.In the future time,it should be committed to the formation of the community and transit to Community marketing oriented direction.