Research On Marketing Strategy Of Short-rent Apartment Based On Customer Delivered Value

Compared with traditional accommodation products,short-term rental products have the characteristics of high cost performance,obvious product design features and strong sense of home.In recent years,due to the sharing economy,the short-term rental industry has developed more rapidly.At the same time,the competition in the short-term rental industry has intensified,and the scientific design and effective use of marketing strategies have received extensive attention.Therefore,based on the theory of customer delivered value,this paper discusses the methods to maximize customer delivered value,which is of great practical significance for the operators of short-term rental apartments to improve their operation philosophy,service level,competitiveness and profits.This paper takes the short-term rental apartment management enterprise as the research object,constructs the customer delivered value model and index system by using the customer delivered value theory,and designs a questionnaire for the short-rent apartment customer delivered value evaluation,Then,taking NW short-term rental apartment as the object of empirical research,this paper analyzes the current operating situation and main existing problems of short-term rental apartment,and develops marketing strategies to improve the countermeasures.The main research results of this paper are as follows:(1)Using the customer delivered value theory,the value index system of short-rent apartment customers is constructed.The indicator system includes two aspects of total customer value and total customer cost,and consists of 27 three-level indicators.Based on the indicator system,a short-rent apartment customer delivered value questionnaire was designed.(2)Designed a short-rent apartment customer delivered value evaluation method.Combining the entropy weight method with the customer weighting method,the objective weight of the index was determined based on the entropy weight method,and the subjective weight of the index was determined based on the customer weighting method,so as to form the index weight combining subjective and objective correlation to ensure the rationality of weight allocation.At the same time,the results of the questionnaire survey are combined with the weights of the indicators to calculate the indicators using the method of averaging and weighted summation.(3)Taking NW short-term rental apartment as an example,an empirical study on the customer delivered value of short-rent apartment is carried out.Analyze the problems of NW short-term rental apartments in terms of customer value such as product environment,service attitude,personnel quality and image establishment;and problems in customer cost such as price promotion strategy and convenience of occupancy experience.Combining the five-forces model to analyze the market competition environment of NW short-term rental apartments,and propose 4P strategy in marketing to improve countermeasures.The research results of this paper expand the application field of the theory of customer transfer value and have certain guiding significance and reference value for the short-term rental apartment operators to make decisions and improve their marketing strategies in the sharing economy market.