共享经济背景下共享短租平台营销模式研究  

Research on the Marketing Model of Shared Short-Term Rental Platform under the Background of Sharing Economy

作　　者：鄂喜月 

机构地区：[1]上海工程技术大学管理学院,上海

出　　处：《运筹与模糊学》2023年第6期7397-7407,共11页Operations Research and Fuzziology

摘　　要：随着共享经济在我国稳定持续的发展,融合了共享经济的各类行业纷纷崭露头角,共享短租平台企业就是其中之一。为了探讨分析最适合共享短租企业选择的营销模式,本文基于共享经济时代背景,运用文献研究法、问卷调查法等方法对共享短租平台用户消费动机进行分析,对消费市场进行调研,旨在找到有别于传统营销模式的、适合共享短租平台这一新兴事物的营销模式。With the stable and sustainable development of the sharing economy in China, various industries that integrate the sharing economy have emerged one after another, and the sharing short-term rental platform enterprise is one of them. In order to explore and analyze the marketing model that is most suitable for the choice of shared short-term rental enterprises, based on the background of the sharing economy era, this paper uses literature research methods, questionnaire survey methods and other methods to analyze the consumption motivation of users of shared short-term rental platforms, and conducts research on the consumer market, aiming to find a marketing model that is different from the traditional marketing model and suitable for the emerging thing of shared short-term rental platforms.

关 键 词：共享经济 共享短租 消费者信任 营销模式 

分 类 号：F27[经济管理—企业管理]