Summary.
With the social and economic development, people's living standards are also constantly improving, which puts forward higher requirements for the quality of life. However, with the development of the economy, people's lives are getting better and better, as well as the impact of "Internet +" and the surrounding environment, the competition between China's catering industry is becoming more and more fierce. The needs of people are also more diverse, which poses an unprecedented challenge to traditional restaurants that mainly deal in local souvenirs. At present, most of the farmhouses in China have entered a period of rapid growth, but their business model has not completely gotten rid of the extensive business model. Xianju Farm Compound Farmhouse is facing backward infrastructure, lack of diversification of products, etc.; At the same time, the single sales channel and the lack of cooperation mechanism between departments have affected the overall marketing and so on. In this case, only through the analysis of the market environment can we improve its marketing strategy to cope with the changes in the market environment and win the fierce competition.
Based on the marketing theory, the research on products, channels and other aspects was carried out to find out the problems in the marketing of Xianju Farmhouse; Through the questionnaire survey to obtain relevant data and analyze, it is concluded that the main factors affecting its marketing are products and products. Using SWOT analysis, the advantages and disadvantages of Xianju Farmhouse Compound were analyzed, and the opportunities and challenges in marketing were identified, in order to provide reference for improving the final marketing strategy. And with "farmhouse" as the carrier, a development model combining traditional agricultural tourism with modern leisure and vacation is proposed. Taking Xianju Farmhouse Courtyard Farmhouse as the research object, from the aspects of products, channels, etc., and four aspects, the design of safeguard measures to ensure the smooth progress of marketing improvement strategies has reference significance for similar local specialty hotels.
Keywords: farm stay; SWOT analysis; Marketing strategy.
I. Introduction 4
1) Background and significance of the study 4
2) Research status at home and abroad 4
iii) Purpose of the study 5
II. Conceptual Definition and Theoretical Basis 6
a) Meaning and types of farm stay 6
b) 4P Marketing Mix Theory 6
3. Analysis of the current situation of the operation of the farmhouse restaurant in the Xianju Farmhouse Compound 7
1) Introduction to Xianju Farm Compound 7
2) Analysis of the external environment of Xianju Farmhouse Compound 7
3) Analysis of the internal conditions of the Xianju farmhouse compound 8
4) Analysis of the operating hardware of Xianju farmhouse compound 8
4. SWOT analysis of the marketing environment of Xianju farmhouse compound 8
1) Advantage analysis 8
b) Disadvantage analysis 9
iii) Opportunity Analysis 9
iv) Threat analysis 10
5. Problems in the marketing of Xianju farmhouse compound 10
1) The quality of service is not satisfactory 10
b) The pricing is single and on the high side11
3) Lack of Internet-based marketing 11
iv) Failure to take ** means 12
6. Optimization of marketing mix strategy of Xianju farm compound 12
a) Product Improvement Strategies 12
ii) Improvement strategy 13
iii) Channel Improvement Strategies 13
iv) Improvement strategy 13
VII. Conclusions 14
1.Background:
The Chinese nation advocates food, in the long history of our country, China's food has undergone a process of continuous development and enrichment, evolving into a unique Chinese food culture, and Chinese food is also favored by more and more people. Through the questionnaire survey to obtain relevant data and analyze, it is concluded that the main factors affecting its marketing are products and products. In recent years, with the continuous improvement of people's living standards, people's attention to the quality of life is also increasing, and people's requirements for catering have also been greatly increased than in the past.
The economic chain of farmhouse hotels is relatively long, and there is no sound management model, which is easy to cause the capital chain to break. In today's world cultural integration, people not only need to eat well but also eat nutritious, so the requirements for the catering industry are higher and more standardized. It is also the Xianju Farm Compound that is facing great difficulties and challenges at this stage. Farmhouse hotels have the advantages of flexible business model and standardized management, but at the same time, there are some shortcomings. Xianju farmhouse compound and farmhouse restaurants, also face such a problem, if the facilities and equipment have not been updated in time, the products are relatively backward, the service quality is not ideal, the instability of the dishes and so on, the sales channel is too single, some employees are not strong in the sense of initiative and so on. All these have restricted the further development of the business model of the farmhouse compound. In the context of increasingly fierce competition in the catering industry, farmhouse hotels can only seek transformation and upgrading and improve their marketing strategies in order not to be eliminated in the economic wave.
2.Research implications.
This research will contribute to the continuous development of Xianju Farm Compound and enhance the competitiveness of the industry. With the rapid development of China's social economy and the continuous improvement of people's requirements for quality of life, farmhouse hotels also need to pay attention to economic benefits while meeting basic needs in order to achieve better business purposes. On the basis of the analysis of the current situation of the operation and marketing of the Xianju Farmhouse Compound, based on the marketing theory, the theory of market competition and the new theory of hotel marketing, etc., with the Xianju Farmhouse Compound as the background, it can not only achieve the role of theory to guide practice, but also innovate on the basis of the previous theory, which has certain reference significance for researchers in similar situations in the future. From a practical point of view, based on marketing theory, focusing on the role of practice, through the analysis of the problems in the operation and marketing of Xianju Farmhouse Compound, a series of targeted solutions are proposed, so as to ensure the implementation of marketing improvement strategy and marketing improvement strategy of Xianju Farmhouse Compound, which will help enhance the industrial competitiveness of Xianju Farmhouse Compound.
a) The meaning and type of farm stay.
1.The meaning of the farmhouse.
Farmhouse is a new form of tourism and leisure, a return to nature, in order to achieve a state of physical and mental relaxation, pleasant spirit, leisure tourism. Farmhouses are mainly based on farmers and have developed in the countryside. Most farmhouse owners are made from local produce to meet the needs of guests and the cost is low, so the cost is not too high. The surroundings of farmhouses usually have beautiful natural or pastoral scenery, fresh air, and a relaxed environment, which can soothe the mental pressure of modern people, so they are popular with the majority of urban people.
Too many people in the country regard "farmhouse" as the basic unit of the farmhouse, with its location, resources and environmental advantages, make good use of their own courtyards, vegetable gardens, flower beds, gardens, farmland and other agricultural landscapes and local culture, folk customs and other resource conditions, for tourists to visit, leisure, entertainment, work, accommodation and other business economic entities.
2.The type of farm stay.
Farmhouse picking, education garden.
The purpose of the farm picking and education garden is to provide people with a place to enjoy the natural scenery, pick green fruits and vegetables, and give people, especially students, the opportunity to learn about nature and experience nature.
Leisure farmstead. Leisure farms mainly refer to farms that combine scientific and technological demonstration and sightseeing and picking, economic benefits that integrate leisure and vacation, and comprehensive agricultural parks that integrate ecological benefits and social benefits. In recent years, with the continuous improvement of China's economic development level, people have paid more and more attention to tourism activities, and leisure farms have gradually become a new type of tourism. Tourists can not only visit the park, pick fruits, feel the fun of farming, understand the life of farmers, appreciate the local taste, but also have accommodation, vacation, and entertainment.
Folk Culture Village.
Folk tourism refers to the selection of local or ethnic characteristics of the area for tourism, with the help of the unique folk culture of the countryside, with local customs and the unique ethnic traditions of ethnic minorities as the content of sightseeing agricultural activities, so that visitors can fully appreciate the strong local atmosphere and strong local atmosphere, such as rural folk cultural relics museum, ethnic customs garden, rural museum, etc.
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