乡村振兴背景下乡村民宿营销策略研究——以陕西省柞水县朱家湾村为例  

作　　者：李雅星 

机构地区：[1]西安欧亚学院,西安710061

出　　处：《智慧农业导刊》2023年第22期87-90,共4页JOURNAL OF SMART AGRICULTURE

摘　　要：陕西柞水县朱家湾村是全国旅游扶贫示范村,该村在乡村振兴政策扶持下,建造休闲文化小镇,经营民宿集群,使当地村民收入实现翻倍增长。该文通过实地调研,对朱家湾村在乡村振兴背景下,其民宿业发展的现状展开研究,结合营销理论,从产品、价格、渠道、促销、人员、有形展示和过程管理进行分析,以提出具有实践性的优化建议。Zhujiawan Village,Zuoshui County,Shaanxi Province is a national tourism poverty alleviation demonstration village.With the support of the rural revitalization policy,the village builds a leisure culture town and operates residential clusters,which doubles the income of local villagers.Through on-the-spot investigation,this paper studies the current situation of the development of the residential industry in Zhujiawan Village under the background of rural revitalization,and analyzes the products,prices,channels,promotion,personnel,tangible display and process management in terms of marketing theory,in order to put forward practical optimization suggestions.

关 键 词：乡村振兴 民宿业 营销策略 优化 朱家湾村 

分 类 号：F323[经济管理—产业经济]