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学位论文作者签名：
2018年6 月7日
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2018年6 月7日2018年6月7日
摘要
I
摘要
民宿客栈在泰国清迈旅游业来说非常重要，清迈景色旖旎，古迹众多，商
业繁荣，是东南亚著名的避暑旅游胜地，民宿客栈发展也较成熟。民宿客栈如
何更快更好的适应清迈旅游业发展和营销需要，是本文研究出发点。本文通过
利用6C专业市场营销理论，深度分析微舍客栈市场营销现状、存在问题、优化
策略和实施等，促使微舍客栈获得良好的市场表现
清迈微舎客栈以独特的泰国风情、文化、人文为突破口和切入点进行运营
管理，在市场营销中通过建设线上销售平台，提供不同客户需求的房间和服务，
推行体验营销策略，取得不错的入住率。目前，清迈微舎存在的最大威胁在于
政策的变化，由于微舎是民宿，体量小，资本少，使得其抗风险能力低，而泰
国政府多变的政策，给微舎带来经营上的风险。微舍客栈属于住宿服务行业，
对其市场营销研究中运用6C营销理论，并应用PEST分析法、波特五力模型和
SWOT分析法对客栈的营销环境进行深入分析，认为泰国清迈旅游业快速发展是
微舍客栈营销发展的基础条件，但因客栈规模小存在的问题又是制约客栈市场
营销的因素
基于此，本文认为可以运用6C专业市场营销理念，提出市场营销策略优化
及实施措施。微舍客栈将目标客户定位为具有旅游住宿需求和旅游体验需求的
游客群体，在选准目标客户的基础上，有效降低客栈成本、客户货币成本和时
间成本，控制住宿消费成本，深度分析市场营销环境，把握、适应市场变化，
紧跟民宿市场动态，提高客栈市场营销服务的全流程便利性，实现游客住宿便
利，增强客栈消费便利，重视与游客的互动沟通，及时了解客户需求，满足客
户需求，加强与电子商务服务商合作力度，不断完善各渠道持续引流、获得点
击来提高渠道促销的转化率。微舍客栈优化的6C专业市场营销策略具体实施离
不开相关保障措施。即：改造设计客栈软硬件环境，增添客栈服务员配备以及
建设客栈信息化平台，使得客栈市场营销工作顺利开展。本文实践意义在于通
过研究清迈微舍客栈市场营销工作，使其在市场营销工作中提高效率，增强市
场竞争力，在民宿市场中生存并持续发展，为客栈市场营销开辟新思路
关键词：清迈微舍客栈；市场营销；旅游市场；研究
Abstract
II
Abstract
The Hotel Inn is very important in the tourism industry of Chiang Mai in
Thailand. The scenery of Chiang Mai is beautiful, the historic sites are numerous and
the business is prosperous, it is the famous summer resort in Southeast Asia, and the
development of the hostel is also mature. How to better accommodate the
development and marketing needs of Chiang Mai's tourist industry is the starting
point of this paper. By using the marketing theory of 6C specialty, this paper analyzes
the marketing status, existing problems, optimization strategies and implementation
of the micro House Inn, so as to promote the good market performance of the micro
House Inn.
Chiang Mai micro Inn has a unique Thailand customs, culture, and humanities as
the breakthrough and entry point for the operation and management. In the market
marketing, through the construction of the online sales platform, provide different
customer needs of the room and service, the implementation of experience marketing
strategy, to achieve a good occupancy rate. At present, the biggest threat to the
Chiang Mai micro economy lies in the change of policy. Because of its small size and
low capital, it has low risk resistance, and the variable policy of the Thailand
government has brought business risks. The micro House Inn belongs to the
accommodation service industry. It uses 6C marketing theory in its marketing
research, and analyzes the marketing environment of the inn with PEST analysis,
Potter five force model and SWOT analysis method. It is believed that the rapid
development of Chiang Mai tourism in Thailand is the basic condition for the
development of the micro House Inn, but the scale of the inn is small. The existing
problems are the factors that restrict the marketing of inn.
Based on this, this paper thinks that we can use 6C professional marketing
concept to put forward marketing strategy optimization and implementation measures.
As a tourist group with tourist accommodation demand and tourism experience
demand, the mini Inn can effectively reduce the cost of the inn, money and time on
the basis of the target customers, control the cost of accommodation consumption,
Abstract
III
analyze the marketing environment in depth, grasp and adapt to the market change,
and improve the customers. To improve the market responsiveness, improve the
convenience of the whole process of the inn marketing service, realize the
convenience of tourist accommodation, enhance the convenience of the inn, attach
importance to the interactive communication with the tourists, understand the
customer's needs in time, meet the needs of the customers, strengthen the cooperation
with the E-commerce service providers, and continuously improve the continuous
drainage and acquisition of various channels. Click to improve the conversion rate of
channel promotion. The implementation of 6C professional marketing strategy
optimized by micro hotel is inseparable from the relevant safeguards. That is to say,
we should transform the design of the hotel's hardware and software environment,
add the service of the inn attendant and build the information platform of the inn, so
that the marketing of the inn can be carried out smoothly. The practical significance
of this paper is to study the marketing of Chiang Mai micro House Inn, to improve its
efficiency in the marketing work, to enhance the market competitiveness, to survive
and develop in the residential market and to open up new ideas for the marketing of
the inn.
Key words: Chiang Mai micro House Inn; marketing; tourism market; research。。。。。。