摘要
近年来，随着互联网的快速发展，中国的共享经济迅速发展。在中国，滴滴出行、摩拜单车、维拉度假等著名的共享平台被大量应用。他们提供高品质的共享服务和产品。中国的经济共享在交通、金融、教育、旅游等领域取得了巨大的进步。现在，中国的旅行用品沿用了以往的市场营销模式，旅行用品以共享模式销售，没有特别成功的例子。
杰飞公司是一家以共享旅游用品为主要商业模式的新兴企业。目前，该公司正在开发“如意金箍棒”智能登山杖、“智能出行宝”多功能自拍杆、其他旅行产品。杰飞公司开发的“悟空驿站”是一个基于共享模式的旅游服务平台，用户只需使用微信小程序和APP，即可在共享平台上轻松领取和返还旅行用品。收纳与“悟空驿站”匹配的旅行用品的“智能桩机”也是本公司开发的成果。该公司为了探索旅行用品的共有模型，在研发上进行了大量的投资。杰飞公司的共享平台上为旅游爱好者提供旅行用品，讨论如何用经济、便利、多功能、多服务的方法来强化游客的满意度。
关键词:共享经济;旅行用品;营销策略;互联网营销
Abstract
In recent years, with the rapid development of the Internet, China's sharing economy has developed rapidly. In China, Didi travel, Moby bike, villa vacation and other famous sharing platforms are widely used. They provide high quality shared services and products. China's economic sharing has made great progress in transportation, finance, education, tourism and other fields. At present, China's travel products follow the previous marketing model, and there are no particularly successful cases in which travel supplies are sold in the sharing mode.
JieFei company is a new enterprise with the main business model of sharing tourism products. At present, the company is developing "Ruyi golden cudgel" intelligent mountaineering stick, "intelligent travel treasure" multifunctional self timer pole, and other travel products. "Wukong station" developed by JieFei company is a travel service platform based on sharing mode. Users can easily collect and return travel articles on the sharing platform by using wechat applet and app. The "intelligent piling machine" which stores the travel supplies matching with "Wukong post station" is also the result of our company's development. The company has invested heavily in research and development in order to explore a common model of travel products. On the sharing platform of JieFei company, we provide travel supplies for tourists, and discuss how to strengthen the satisfaction of tourists by means of economy, convenience, multi-function and multi-service.
Key words: sharing economy; travel goods; marketing strategy; Internet marketing
目录
一、绪论1
（一）研究背景1
（二）研究意义1
1.理论意义1
2.实际意义1
二、杰飞公司市场营销现状2
（一）杰飞公司简介2
（二）杰飞公司市场营销概况2
1.产品2
2.价格2
3.渠道3
4.促销3
三、现有营销策略存在的问题4
（一）共享旅行用品种类较少4
（二）平台的功能和用户体验有待提升4
（三）营销梁道的拓展不够广泛4
（四）运营管理体系不完善5
1.“悟空驿站”服务平台的运营管理不完善5
2.景区内共享旅行用品和设施的运营管理不完善5
四、杰飞公司SWOT分析6
（一）内部优势和劣势分析6
1.优势6
2.劣势6
（二）外部机遇与威胁分析6
1.机遇6
2.威胁6
（三）小结7
五、杰飞公司的营销策略优化8
（一）共享旅行用品产品策略优化8
1.加强自研旅行用品的差异化8
2.丰富共享平台上旅行用品的种类8
（二）共享旅行用品价格策略优化8
1.针对主打产品实行灵活的价格策略8
2.针对新增旅行用品实行平价政策9
3.针对租赁押金的合理设定和利用9
（三）共享旅行用品渠道策略优化9
1.加快软件平台的研发进度9
2.加快规划和布局营销渠道的拓展工作9
（四）共享旅行用品促销策略优化9
结论11
参考文献
