贵州民宿电商营销模式创新研究——以“匠庐”品牌为例

Research on Innovation of E-Commerce Marketing Model for Homestay in Guizhou—Taking “Jianglu Hotel” Brand as an Example

摘要: 在数字经济与文旅产业深度融合的背景下，民宿电商营销已成为推动乡村振兴与旅游消费升级的重要引擎。本文以贵州“匠庐”民宿品牌为研究对象，结合网络营销理论与旅游消费行为学视角，系统分析其电商营销策略的创新实践。研究发现，匠庐通过“文化融入–场景赋能–政策借力”的三维模式，依托直播电商、数字平台及政府的支持，实现了地域特色与现代消费需求的精准对接。

Abstract: In the context of deep integration between the digital economy and cultural tourism industries, e-commerce marketing for homestay has emerged as a key driver for rural revitalization and tourism consumption upgrades. This study examines the “Jianglu Hotel” brand in Guizhou Province, applying theories from online marketing and tourism consumer behavior to systematically analyze its innovative e-commerce strategies. The research reveals that Jianglu has achieved precise alignment between regional characteristics and modern consumer demands through a three-dimensional model of “cultural integration, scenario empowerment, and policy support”, leveraging live-streaming commerce, digital platforms, and government backing.