摘要：在消费升级和互联网技术迅速发展、普及的影响下，人们的住宿和出行观念开始有所改变。人们对于出行居住提出了更高的要求，传统的同质化的酒店模式已经无法满足消费者日益多元化、个性化的需求。而随着共享经济概念不断普及深化，在线短租模式逐步被市场所承认。Airbnb虽是在线短租行业的鼻祖与领袖，但由于它诞生于国外，在其进军中国市场前，国内已经出现了“途家”等比较强大的对手。因此，大家都在关注Airbnb接下来的营销策略，它在未来将会如何走出新的道路。在线短租是相对于传统旅游住宿提出的新概念，是为了方便人们出行居住而走出的全新住宿预定方式。因此，短租企业的中心工作就是了解到客户的需求。但在这个大数据和信息泛滥的时代，客户的需求也是变化迅速的，之前传统的营销方式难以吸引与满足客户需求，平台营销策略的调整至关重要。相对来说，4C这种营销方法，比较贴近我们现代生活，它注重顾客、成本、便利和沟通，强调要通过了解顾客需求，考虑顾客成本，为目标顾客提供更便利的服务，和顾客进行有效沟通。本文以4C营销理论作为框架通过论述以Airbnb为例的在线短租平台的发展现状、存在问题，并针对性地对其营销策略提出建议，希望对其发展能提供一定的实践指导意义。

关键词：在线短租 ; Airbnb ; 4C营销理论

Abstract：With the consumption upgrading and the Internet technology widely used, people's concept of accommodation and travel have changed. People have put forward higher requirements for travel, and the traditional homogenized hotel model has been unable to meet the increasingly persified and personalized needs of consumers. And with the deepening of the sharing economy concept, the mode of short-term rental online is gradually accepted by the market. Airbnb is the originator and leader of the online short-term rental industry, but it has already seen some strong rivals such as “tujia” in China before it entered the Chinese market. So everyone is looking at Airbnb's next marketing strategy, and how it will get out of the way in the future. Online short-term rental is a new concept compared with traditional tourist accommodation. It is a new way of accommodation for people to travel and live. Therefore, the center of short-term rental enterprises is to understand the needs of customers. But in this era of big data and information, customer's demand is also changing, the traditional marketing mode is difficult to attract and meet the needs of customers, it’s important to adjustment the marketing strategy for the platform. The 4C marketing theory is a marketing method closing to modern life, this marketing mode pays attention to customers, costs, convenience and communication. It emphasizes understanding customers’ needs, and considering the customers’ costs, providing more convenient service for target customers, and communicating with customers effectively, so as to achieve the most satisfactory effect between them. Therefore, it is necessary to use the 4C marketing theory as a framework to study the marketing strategy of online short-term rental platform. This article discusses the development status and existing problems of the online short-term rental platform based the example on Airbnb, and proposes some marketing strategies, hoping to provide some practical guidance for its development.

Keyword: online short-term rental ; Airbnb ; The 4C theory

摘    要 2

目    录 4

1.引言 5

1.1选题背景及意义 5

1.1.1选题背景 5

1.1.2选题意义 5

1.2研究内容与方法 6

1.2.1研究内容 6

1.2.2研究方法 6

2.国内外文献综述 6

2.1 4C营销理论的发展 6

2.2在线短租平台研究 7

2.3电商平台营销策略研究 8

3.在线短租行业营销现状分析 9