新疆区域性民宿营销策略发展研究
Research on the Development of Regional Home-Stay Marketing Strategies in Xinjiang

随着新疆旅游业的快速发展，民宿逐渐成为游客出行的重要选择，但其营销能力不足导致的“热季冷宿”现象制约了行业可持续发展。本研究以新疆民宿为对象，聚焦冷门民宿营销困境，通过大数据分析筛选出年销量低、季节性供需失衡的典型案例，结合实地调查与问卷调查法，从经营者、游客期望及游客满意度三重视角收集数据，并基于7P营销理论对民宿产品、定价、渠道、促销等要素展开系统性诊断。研究发现：民宿内部存在设施陈旧、服务同质化、文化资源转化能力较弱等关键挑战；定价策略上，动态调整机制缺失与渠道管理失衡进一步加剧供需矛盾；此外，促销活动创意匮乏、员工专业性不足及有形展示缺乏地域特色亦显著影响游客体验。针对上述问题，本研究结合7P营销理论提出分阶段优化方案：产品端，建议融入新疆元素，通过主题房间设计、民俗活动体验提升差异化竞争力；定价端，构建动态价格模型，依据季节需求弹性制定差异化策略，如淡季折扣套餐；渠道端，优化线上平台管理并且多平台入驻，并深化线下合作，通过联合景区、旅行社开发主题旅游线路；促销端，设计创意活动，文化节庆联动促销并拓展传播渠道，扩展短视频内容营销；人员方面，强化员工培训以提升专业性与稳定性。研究结论为民宿经营者提供了从短期运营优化到长期品牌建设的系统性路径，为新疆文旅产业高质量发展提供实践参考。
With the rapid development of tourism in Xinjiang, home-stays have gradually become an important choice for tourists’ travel. However, the phenomenon of “hot season, cold stay” caused by their insufficient marketing capabilities has restricted the sustainable development of the industry. This study takes Xinjiang home-stays as the object, focusing on the marketing predicament of cold-selling home-stays. Through big data analysis, typical cases with low annual sales and seasonal imbalance between supply and demand were screened out. Combined with field investigation and questionnaire survey methods, data were collected from three perspectives: operators, tourists’ expectations, and tourists’ satisfaction. And based on the 7P marketing theory, this paper conducts a systematic diagnosis of elements, such as home-stay products, pricing, channels, and promotions. The research finds that there are core pain points within home-stays, such as outdated facilities, homogeneous services, and insufficient exploration of cultural connotations. In terms of pricing strategies, the absence of a dynamic adjustment mechanism and the imbalance in channel management further intensify the contradiction between supply and demand. In addition, the lack of creativity in promotional activities, the insufficient professionalism of staff, and the absence of regional characteristics in tangible displays also significantly affect the tourist experience. In response to the above problems, this study proposes a phased optimization plan based on the 7P marketing theory: On the product side, it is suggested to incorporate elements of Xinjiang ethnic culture and enhance the differentiated competitiveness through the design of theme rooms and the experience of folk activities; On the