摘 要人们的生活水平、消费水平伴随着社会经济的迅猛发展，也产生了势如破竹的发展态势。外出旅游成为人们休闲度假的不二选择。民宿以其独特个性化的服务取向，标新立异的审美价值，以家庭式的经营为主为游客提供体验当地风土人情，社会文化，赢得广大旅游者尤其是青年人的青睐。如何进行精准的民宿营销成为民宿主亟待解决的问题。新媒体技术的勃兴社交媒体沟通全球的大环境下，传统的营销模式已然不能适应新的局面。自媒体在传受地位模糊，传者中心向受者中心转变的情况下应运而生，相比传统 4P 原则的营销策略，缺乏互动与反馈，自媒体营销更显其服务的本质。因而，本文在此大背景下，以厦门地区民宿业为研究对象，采取文献研究 ，SWTO 分析，问卷调查等方法，基于游客的消费者感知体验调研，深入研究厦门民宿业发展现状，分析民宿营销的得失与优劣，深化在自媒体背景下的民宿营销方法，提出优化方案。关键词：民宿业；自媒体；营销； AbstractPeople's living standard, consumption level with the rapid development of social economy, but also produced a trend of development. Traveling has become a great choice for people to take leisure vacations. With its unique personalized service orientation, innovative aesthetic value, home-style management for tourists to provide experience local customs, social culture, won the majority of tourists, especially young people favor. How to make accurate marketing has become a problem to be solved urgently. Under the global environment of social media communication, the traditional marketing mode can not adapt to the new situation. Compared with the traditional marketing strategy of 4P , self-media marketing shows the essence of its service. As a result, this paper takes the residential industry in Xiamen area as the research object, adopts the literature research, the SWTO analysis, the questionnaire survey and so on, based on the tourist's consumer perception experience investigation, studies the Xiamen residential industry development pres...
