摘要

国内民宿品牌发展至今还存在许多问题。中国民宿品牌发展报告中提到“住宿业可以划分为标准化和非标准化两大类，标准化主要指酒店，以提供标准化服务和定价为主要方向；非标准化包括客栈、民宿、公寓、度假别墅、小木屋、帐篷、房车、集装箱等。”根据中国产业调研完统计全国民宿门店数量累计达到146264家。从数量上来看在非标准化中民宿占据主要地位。随着民宿市场的日益成熟，民宿品牌发展的问题也开始显现出来，如民宿分类不清晰，现在的民宿是一个统称，其中包含城市民宿、乡村民宿、精品民宿、在小区内的私人民宿，但是现在还没有一个具体的划分依据。其次由于种类划分不明确，很难在民宿品牌市场中寻找一个确切排名，这也为后面民宿品牌的建立缺乏对比参照物。但是民宿市场从兴起到日渐成熟，竞争压力会越来越大，如果不寻找新的突破口很多民宿都将面临因为定位缺失，个性不突出等被其他民宿所取代。所以为了更好的经济效益，民宿品牌设立的重要性也凸显出来。

本文通过对慢屋品牌案例跟踪调研、深入探访、网络旅客评论等方法，借用蜂窝模型对慢屋的品牌六要素进行分析，并发现以下几个问题：一是慢屋品牌符号形象不突出，慢屋目前的品牌符号和国内精品酒店类民宿有点类似，都是过于强调设计，这样会造成品牌识别度不高。第二是品牌个性，根据品牌个性的定义消费者将品牌赋予人类人格特质，从而达到吸引同类消费者的特点，慢屋在这一点上做得还不够好，慢屋有“健康”“原生态”“友好”的个性，但是缺乏对这类人群的吸引力，没有将这类人群作为典型顾客群体。

基于蜂窝模型六要素的分析，发现慢屋品牌民宿在提升品牌价值的时候应该注意：明确品牌核心价值、打造具有自身特色的品牌符号、加强品牌传播，提升品牌显著度、明确品牌个性、明确典型顾客形象，在品牌营销策略上要做到提高消费者对品牌的感知质量、培养消费者忠诚度、扩大品牌知名度、增加慢屋品牌满意度以及品牌创新升级。

关键词：民宿；品牌价值；蜂窝模型；慢屋

Abstract

There are still many problems in the development of domestic home stay brands.As mentioned in the report on the brand development of China B&B,"the accommodation industry can be divided into standardized and non-standardized categories. Standardization mainly refers to hotels,which provide standardized services and pricing as the main direction. Non-standardization includes inns, homestays,apartments, holiday villas, cabins, tents, RVs, containers, etc." According to the statistics of China's industry research,the total number of B&B stores in China has reached 146,264. From the quantity point of view in the non-standardization home stay occupies the main position.With the growing maturity of the B&B market,the problems of the brand development of B&B have also begun to appear. For example, the classification of B&B is not clear.The current B&B is a general term, which includes urban B&B, rural B&B,boutique B&B and private B&B in the community, but there is no specific basis for the division. Secondly, due to the unclear classification of categories,it is difficult to find an exact ranking in the home staybrand market, which also lacks a comparative reference for the establishment of the following home stay brands. However, from the rise of the home stay market to the maturity,the competition pressure will be more and more severe,if we do not find a new breakthrough,many home stay will be faced with the lack of positioning, personality is not prominent and other homestay will be replaced by other home stay. Therefore, in order to achieve better economic benefits,the importance of the establishment of home stay brand is also highlighted.

This article through to Manwu brand case tracking methods such as research,in-depth visits, network passenger comments,borrow the cellular model to analyze six elements Manwu brands,and found the following questions: one is the Manwu brand symbol image is not outstanding, Manwu boutique hotel brand symbol and domestic class home stay facility is similar, is too much emphasis on the design, it will cause the brand recognition degree is not high. The second is the brand personality,according to the definition of brandpersonality the brand consumers willgive human personality traits, the characteristics of similar to attract consumers, Manwu at this point do not good enough, Manwu have a "healthy" "ecological" personality "friendly", but the lack of appeal of this class of people, no such people as typical customers.

Based on cellular model of six elements analysis,found the house brand of home stay facility in enhance the brand value should be paid attention to: clear the core value of brand,establish brand symbol has its own characteristics, strengthening the brand communication, enhance brand significant degree, clear, clear the typical customer image, brand personality on brand marketing strategy to improve the quality of consumer perception of the brand, cultivate customer loyalty, expand brand awareness, increase Manwu upgrade brand satisfaction and brand innovation.

Key words: Home stay facility; Brand value; Honeycomb model; Manwu