Author(s)

Xiaoying Huang

Corresponding Author

Xiaoying Huang

ABSTRACT

In recent years, with the increase of people’s travel and short-term rental demand and the popularity of the Internet, the rapid development of the homestay industry, the diversification of hotel accommodation, the changes in in consumer demand, and the advancement of network platforms, homestay business has been confronted with increasingly fierce competition. In this context, the key to improving the core competitiveness of homestay business lies in appropriate brand positioning and unique brand value. This paper first analyzes the development status of Internet and domestic homestay industry and reviews brand positioning theories and brand resonance model. Then in order to understand the role of brand positioning in marketing strategy, the present study takes Airbnb, the largest homestay short-term rental network platform, as an example, and analyzes its brand positioning, market segmentation, advantages and disadvantages, and opportunities and challenges. Finally, this study proposes feasible suggestions for the homestay business from the aspects of brand promotion, development needs of branding, and effectiveness of brand positioning.

KEYWORDS

Brand positioning, Internet, homestay, Airbnb