Table of Content
Sharing Economy：Explore the marketing strategy of Airbnb and the problem it faces in China
Problem Statement 3
Research Objectives 4
Research Questions 4
Scope and Limitation 4
Definition of terms 5
Literature Review 6
Challenges Associated with entry into the Chinese Market 6
Marketing Solutions for Airbnb in China 9
Ideal Branding Strategy for Airbnb in China 11
Essence of Social Media as Communication Tool for Businesses 11
Incorporation of Social Media in Business Models 12
Company Branding 14
Innovation and Knowledge Creation 16
Talent Acquisition 17
Research Methodology 18
Research Philosophy 19
Research Hypothesis 19
Research Design 21
Research Approach 22
Data Collection 24
Ethical Considerations 24
Sharing Economy: Assessing Airbnb marketing strategy coupled with the difficulties it encounters in China
The tourism market has been transfigured in China because of the subsequent establishment of Airbnb. The institution’s business and services are ideally based on the “sharing economy theory” that has transformed the conventional hotel field completely. Bie, Wang, and Wang (2017) argue that the triumph of the entity in China is constructed on the conceptual configuration of the “sharing economy.” Arguably, the thesis has mushroomed the liking of guesthouses in contrast to habitual motels. Developmental researches designate that inherent relationship across the anchor profile and the customer gradation of belief might be the reason behind the victorious state of Airbnb in China. In that regard, the marketing approach that is to be arrogated by Airbnb in China would be inclusive of an enumerate of emporium accounts extracted from the punter accretion and safekeeping versions that are initially contrived by customary organizations related with the hospitality industry (Eckhardt et al. 2019). The scholars in equally important measures have assessed the clients’ analysis of behavioral swatches when dealing with them on the Airbnb programs. Precisely, the data acquired from the appraisals was instructive in the perception that the customers who published their critiques exhibited proclivity of having been contented regulars. At the same time, those who did not report their experiences most likely were not galvanized by the utilities furnished. Arguably, the features portrayed by the examination were of huge essentiality for Airbnb business prowess across China. The most frequent occurring demonstrational features during the discussions included the standard of appliances, the corridors of prices, hosts occasioned responses, and the wish list count. Fortunately, these characters epitomized the rudimentary apprehensions between the customers and sellers regarding tackling trust barriers and intensifying user episodes. It is worth a mention the fact that the embraced methodology invites the urge to revisit distinct marketing measures for institutions such as Airbnb. Consequently, the firms in correlation with the scheme as a marketing strategy incorporate adapting a modern version of consumer acquisition and sustain medium that are founded from customary ownership-aligned entities. In addition, the Chinese environment of market facilitates the tailoring of a firm’s directorial heritage to content neighborhood clamor and consciousness thus making is special.
Airbnb is company originating from America that boasts of two million listings in the website having mushroomed from twenty thousand US dollars as the seed capital to a current value of approximately $ twenty-five point five million valuation. However, it has encountered strong competition across China and mainly at Tujia just like many other American-oriented enterprises (Awang et al., 2017). Precisely, the region of Tujia offers residence services by employing a similar methodology to tourists across China that has its basics rooted from this company’s arrangements previously practiced in the western regions trade arenas (Bashir & Verma, 2016). In that regard, the Tujia venue has employed a distinctive concept that hugely depends on the use of regional comprehension of custom-made services with the core aim being to address consumer lifestyle swings in the Chinese trade environment. Tujia acknowledges that Chinese customers cannot be haggard into consumer arbitratos entirely. Basing on that fact, the organization does not allow guest-room owners to interact with the tourists and clientele directly but manages its listed properties (Liang, Choi & Joppe, 2018). As a result, the approach has maintained and sustained Tijua as the leader in the Chinese market forcing other firms such as Airbnb encounter severe difficulties in pursuit to register a similar triumph. It is of great essentiality to note that the Chinese market environment is arguable known to be competitive and mature thus inducing string inherent barriers. Therefore, the scenario invites the urge to scrutinize the sharing economy’s budding for marketing customary enactments and credence unique to the Chinese trade arena. In that regard, there is need to explore the extent of attributes such as in the market venture, access provision instead of ownership administering and push. Further, there is requirement of revisiting the influence of the theory under scrutiny and examine in depth its application among the strongholds institutions of marketing coupled with reviewing the channels, regulators, and customer dynamics. For instance, Airbnb is assessed on the grounds of its effects regarding maximization of primary marketing procedures, brand innovation and management, and value appropriation that is single phased on profitability instead of exploring the entire picture.
1. To perform an inquiry concerning the authority of the “sharing economy” hypothesis on the Airbnb trading structures expansion across China.
2. To weigh the Chinese philosophy literature prowess in Airbnb triumph in entirety
3. To measure the magnitude at which sharing economy methodology affects the entire mushroom of Chinese hospitality industry
1. What role does sharing economy idea play in Airbnb marketing strategies elevation across the nation of China?
2. What is the Chinese heritage weight on the Airbnb victorious agenda in the local market generally?
3. What is the measure of sharing economy concept in affecting the tourism expansion in across the state of China?
Scope and Limitation
This research majors explicitly on the postulation supremacy of the sharing economy concerning the classical transacting perspectives expansion. In addition, the extent of the inquiry will focus on institutions integrated with the sharing economy medium and happens to exist in the Chinese trade frontier. In that regard, the subject exploration will encompass the qualitative research utilization, whereby the candidature will be the active regulars of Airbnb, both clientele base and hosts. The players will be interrogated regarding the tactics Airbnb may incorporate in a bid to ameliorate its business endeavors in China. By examining the responses attained from participants, the researcher purports to capture the special dimensions, which correlate with characters of the environment being scrutinized to map the realistic recommendations on how to revamp marketing programs. The respondent approach maneuver and the convincing power to attain honest and worth participation is the primary limitation of the study. Therefore, by mere perception that the players would key in vital responses, the criteria of appropriate participant’s selection for the exercise will base on considering the highly gauged anchors and clientele in the Airbnb program anticipating that they are loyal platform subscribers. Unfortunately, the respondents’ withholding most sensitive data poses another exercise obstacle. In that regard, there is more need to secure players confidence and trust through closer interaction and advocating for guaranteed confidentiality concerning any information procured before even starting the whole exercise.
Definition of terms
Marketing Strategy- it is an action plan geared at promoting distinct product and service
Consumer behavior- exploring how individuals, customers, or institutions in a bid to satisfy their requirements react to diversified products and services.
Localization- Adaption context and or goods to a particular locale market procedure
Organizational Culture- institution’s interaction with stakeholders contributing factors of primary beliefs, values, and assumptions those play a critical role.
Sharing economy- primarily on the online platforms, a culture entailing sharing among people, services and products for a fee
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Challenges Associated with entry into the Chinese Market
Airbnb conceptualized its business idea in 2008 thus is regarded as the founders of sharing economy in accommodation. Decades on since the idea’s inception, the Chinese market has imitated Airbnb to harness the business concept thus contributing hugely to accommodation field development. Airbnb has huge competitors in Tujia that major in vacation accommodation provision and Xiaozhu that introduced itself on online corridors in the year 2012. Given that Airbnb is an American-oriented firm that is expanding to extraordinary, peculiar, and complex territories of the Chinese market environment, competition poses a serious threat for is prowess. Fortunately, even under those unfavorable atmospheres, the Airbnb entity has its great share in maturation of accommodation sharing economy contributes across China. Arguably, the local entities in comparison to a virtually new entrant to China market in Airbnb have a first-mover upper hand thus a bad sign for Airbnb business authority. Therefore, it will have to take a few more months or years for Airbnb to comfortably command its existence in the inherent in the Chinese market by overcoming the principal challenges. Despite its prowess, the channels of listing have to uphold legal prospects thus just like its competitors have to follow before receiving the clear path for business ventures. Fortunately, the accommodation sharing economy is presently mushrooming exponentially thus the future of Airbnb seem auspicious. The trajectory is arguably due to the Airbnb’s innovation assortment in comparison to those adopted by its competitors as a counter effect measures to the regional Chinese trade peculiarities thus finally contributing to the market expansion, mainly attributed to motivating people become more open-minded to the ideology of accommodation-sharing. The examination invites severe consequences since Airbnb has to, in the bid to counter the intense competition, duplicate the schemes exercised by its business opponents who have in real sense an advanced familiarity of the distinct dimensions of the markets they dominate.
Foreign companies entering China according to the available data face severe primary barriers mainly associated with the lack of the new market environment knowledge with the Chinese arena being unique. In that regard, adapting to the peculiar anomalies of Chinese market marks the enormous Airbnb difficulty. Therefore, since the vast majority of challenges lie in business safety, operations, and credit, the Airbnb will have to focus on solving the situation because beyond China boundaries, as soon as the verification process is complete marks utmost benefits enjoyment by the Airbnb owners such as personalized credit system. The concept is because China lacks in personal credit system thus permitting the need for a creative engagement to curb the increased the measure of barriers. On the brighter side, the accommodation avenue regarding consumer habits signifies a promising future looks because particularly in cities accorded the first-tier status, the prices of real estate across China exceedingly elevating. This implies that Airbnb will contribute hugely to curbing the situation through the of accommodation sharing ideology since the millennial will find it increasingly challenging to procure a flat, thus those customers act as an alcove market. Airbnb difficulties amount to a considerable measure since the demand for housing remain minimal yet it has to wrestle with already established competitors in the market capacity optimum through focusing on the uphill task of housing acquisition procurement maximization and subsequent customer sharing ideology nurturing to clientele lifestyle. Importantly, facilitating the shift to a corporate culture adoption is also an added disadvantage since cultural diversity in correlation to foreign directorial captaincy structures and those of the Chinese hold a bigger say on the issue. Precisely, the adaption of products, management mechanisms, and products is the only guarantee to Airbnb triumphant expectation that invites creation of a probable future expansion assurance of modern trade arenas and the achievement of introducing a modern Chinese market outfit.
Regulatory risks in China are a subject of great importance. This state requirement apply to all sharing economy affiliations and with Airbnb falling in the category is not exempted precisely, the requirements demand revelation of host information to agencies as a party to compliance that recently was required of Airbnb by the Chinese government. For instance, tourists and residents alike are required by the stringent government rules to register within twenty-four hours of entry to the authorities their physical addresses. In that regard, such directive contradicts Airbnb’s ethics of transacting that advocate for host and client information protection. Arguably, Airbnb’s attempt to put on hold its services in Beijing for a month demonstrates how the discrepancies between the state government and the company are of immense concern. The scenario based its argument on synonymous surveillance levels targeting the travellers and dissidents explicitly thus dominating the nation’s parliament session debate for more and clearer information. Precisely, Airbnb China management had conveyed an email to the authorities detailing on its program to align its business mechanism with the regional directives and legal furnishing demanded of other hospitality organizations that operate their businesses in China. Therefore, the occurrence aggravated speculations of concern amongst frequent Airbnb China frequenters in a bid to request for disclosure on the class of statistics that would be apportioned by the institution. It is worth noting that the company was afraid of information leakage too because they had shifted their servers to China. The repercussions were huge with the company delivering a statement to their customers to delist their ties with the company in case they had concerns, affecting adversely their theory on sale.
Marketing Solutions for Airbnb in China
Analysis of Social Media as a Marketing Tool for Airbnb in China
China is an extensive internet user avenue with an approximated five hundred million-clientele base of the same. In that regard, social median unlike customary marketing forums presents itself as a creative adventure that has revolutionized the entire approach and concept of a long-term relationship establishment between consumers and producers. In China, internet has expended dimensions culminating in new paradigms fabrications concerning information conveyance particularly by millions of individual’s empowerment to enlarge their proximities beyond the geographical boundaries through social networking enhancements. In that regard, internet social platforms have expanded from a mere shallow endeavor to a vast adaption venture.
Precisely, with the measure anticipated to exceedingly increase in coming decades, China’s online subscribers currently spend estimated forty per cent of time affixed to social media platforms according to the market research indicators. In that regard, because of the prevalent impact in the community, social media would act as a substitute Airbnb’s marketing mechanism in China. Arguably, it is quite difficult for authorities to censor social media information in comparison to other varied information platforms thus the reason behind its prowess in Chinese subscription huge number. Therefore, in a bid to continue the company’s philosophy of confidentiality, Airbnb China should ponder into this arena as an alternative distinct Chinese market facet. However, the platform is not a walk in the park thus the need to strategize on its entry by exploring consumer preferences thus creating a favorable content.
Unfortunately, globally recognized social media giants such as Twitter, Facebook, and You Tube are unavailable in the Chinese internet provisions making it different in comparison to other nations, not to mention the localization and disintegration of the social media arena in China. The concept can be supported by the composition required by law of minimum two local participants in the social media providers as illustrated by micro blogging firm Tencent Weibo and social networking firms of Kaixin001 and Renren with the local candidates inducing differences in regards to capabilities, geographic prime concerns, and avenues of attention. As a result, the social media arena then faces challenges on the requirement to develop partnership networks that are responsible to offer guidelines to victory thus limited expression. Therefore the avenue still invites an array of expertise in a bid to allocate the necessary resources geared at navigating the intrigues of China’s social media landscape induced by the over controlling urge by the authorities. In a bid to highly familiarize with the Chinese market dynamics, the firm of Airbnb China offered to enter into partnerships with the local Chinese firms through a willingness of expression statement geared at localized avenue creation. For instance, Guo, Xin & Li (2019) argue that through the correlation with China Broadband and Sequoia, the company of Airbnb managed triumphantly to raise $ 1.5 billion investment worth of funds. The concept seems encouraging since Airbnb under those associations could seamlessly be integrated to the Chinese market and ensure ease in creating a localized existence. This supports the reason behind merging its customized application with China’s local firms such as Weibo, WeChat, and Alipay because they supporting payment for services and products platform. Amaro, Andreu & Huang (2015) argue that those applications further vast information conveyance mainly Airbnb advertisements thus disseminating information. Similarly, the integration of Airbnb applications to localized Google Maps versions facilitates efficient navigation of customers to their destinations with ease (Aznar et al., 2017). Actually, Airbnb’s shift in respect to localization in regards to its marketing strategies and business practices are more likely to yield fruits in the near future.
Suitable branding technique for Airbnb in China
Social Media is extensively prominent and widespread web-based innovation in China. Social media can be described as a composition of online outlets, petitions and different settings whose main mandate is to strengthen interaction, alliances and sharing content. Online interchanges are crucial for the propagation of the importance of web-linked technologies which are very crucial in the modern business environment (Rapp et al. 2013). The description of the social platform has been improved to incorporate technical establishments and ideas of web 2.0 that favours the growth and swap of content that is developed by the users. Given the above capacity, social platforms have a rare ability to change how Airbnb engages its client base by offering a rational perspective to the marketing team, enhancing their data prospects which were never noticed in the past. Also, social media innovations also make it easy to analyze customers over a longer period of time without much disruption. Therefore, this means that Airbnb could be eligible to collect data on possible customers considering the shared topic, different updates preferred the nature of their profile and the communication shared. Through this, Airbnb can conduct targeted promotion based on the information gathered.
Importance of Social media as information equipment for business
Considering a business point of view, social media works as a forum where two-way dialogues between numerous clients, this signifies that Airbnb can be able to have a discussion with their clients, and also, clients can air their concerns to them (Schaupp & Bélanger, 2014). Further, the invention of social media is an improvement in traditional marketing and communication methods. According to Berthon et al. (2012), this can be associated to the reality that associations can engage their customers more quickly with least costs involved, and therefore, social media is a desirable platform for larger corporations. Initially, traditional marketing involved organizations speaking to their customers, although with the advent of social media, the conversation has been significant with customers informing the firms on their complaints about their products and services (Mangold and Faulds, 2009). Therefore, marketing managers have found it a hard task to control what conversations to have on social media, as such different mechanisms have been laid down to monitor and respond to customers whether they have negative or positive feedback.
According to Kwon & Sung (2011), about 70.1% of internet users have confidence and considers the statements of other social media users. This scenario has directed to the exhibition of the magnetic word of mouth concept, that can be described as any favourable or unfavourable remark that is offered by a likely, past, or current product user over the internet. Social media sources offer credible and reliable information compared to conventional promotion communications that were offered by firms (Foux, 2006). This change can be well described by a Social Media Examiner Report of 2013, here information gathered from 3000 advertisers suggested that 87% of them acknowledged that social platform is vital in their businesses. Besides, 89% acknowledged the heightened susceptibility as the leading usefulness of social platform, and so this susceptibility together with restricted entry to the burgeoning engaging platform is the main reason why Airbnb is venturing into social media promotion.
Incorporating social media in the business method
With over 300 million online users in China, there is a significant shift with the focus being mainly social media and active users (Palmer & Koenig-Lewis, 2009). On the other hand, print media and broadcast media has lost its relevance and almost becoming obsolete due to the dominance of the internet when it comes to marketing and advertising. Most media houses have counted losses as the impending shift has rendered them jobless, due to low revenues when it comes to advertisements with social media channels gaining popularity (Hanafizadeh, 2012). Given the interaction essence of social media, has brought about conversion into the marketing environment with the empowerment of the client base to cooperate, stake, correct and develop influence planets that have encouraged commerce professionals to change their approach to marketing. Also, in China, competition for clients, especially on social media, is a brutal affair. Therefore, Airbnb should consider having social media experts whose main role is to promote the brand and engage the client’s on social media with an aim to go viral. The social media team will also be responsible for ensuring they deal with the negative issues raised by costumers and have a countermeasure to adequately address concerns. It is necessary for the Airbnb marketing team to emphasis on customer tendency, and behaviour to collaborate with agency shareholders to design authentic, unique and comical marketing concept which may augur well with the Chinese customers and culture and ascertain a deep engagement with customers.
Business owners who have incorporated social media in their marketing strategy, give room for innovation and creativity to flourish. Airbnb has been deeply involved with the social media platform with a strong presence which has enabled it to serve customers better (Safko, 2010). More so, Airbnb can approve a new creative approach while also improving target audience awareness on social media. Social devices are essential as they help in strengthening the reasoning of the brand by communicating the important authentic values to Airbnb and the advice is made available to a broader audience. Consequently, vacancies are made available whenever there is a conversation, partnerships are created while new online users are obtained who act as the niche market for the potential market. Airbnb can also listen and learn from the social platform while understanding their needs according to what is trendy in social media platforms (Trusov, Bucklin & Pauwels, 2009). Efforts like this will enable the firm to obtain a competitive edge in that the organizational efforts would be dedicated to converting corporate actions to incorporate recent and existing social media actions.
Branding of a company
Airbnb can easily include the social platform as a remedy for their brand’s technique. Initial step to change the marketing technique in China happened when Airbnb’s name was altered to Aibying which loosely interpreted means “welcome one another with compassion” (Xie & Mao, 2017). This process was basically put into consideration so as to alter the organizations brand image to make owners believe that the organization could be trusted to integrate them with unique customers that will make it easy to generate revenue (Zhang et al., 2017). Importantly, Chinese clients are recognized to yearn for an exclusive living, but with a name change, many client’s would be persuaded to list their excess residence room for a considerable profit. Irrespective of the various challenges faced by Airbnb in the economy of China, the company is fixated on benefiting from 1.5 billion Chinese residents and the current influx of domestic tourists (Xiang & Dolnicar, 2018). Also, the strategy to brand incorporates comprehension of the client’s needs and manners while putting into consideration the demand details. For illustration, most Chinese consider their houses sacred and would hardly invite a stranger (Mody & Gomez, 2018). Therefore, Airbnb is considering self-managing some of the listings it has while also introducing a blacklist to reserve proprietors who do not meet the required regulations and standards.
By multilingual and multicultural ideas, social is important for facilitating international marketing. Online platforms have made it a necessity to include personnel who are familiar with more than one language. Majority of the countries have social media that gives platforms for such workers to converse with their native language. The advantage is seen in the use of Weibo and we get in which the basic language employed is the Mandarin and also the platform makes it easy to translate into English. According to Holt (2016), the use of local dialect in marketing is important due to the fact that it boosts brand acceptance. Also, different cultures subscribe to different beliefs and practices, and so Airbnb benefits from social media as it is likely to create a business environment which is culturally pertinent. As compared to the mainstream advertisement, social media has the advantage of offering a more personalized approach. In a study conducted by Tsimonis & Dimitriadis (2014), social media makes it easy for the firms to select and be conversant with the local language in that the company is intending to promote its properties and services. This means that the social platform is crucial for an organization as it offers more enhanced communication with the target market. Therefore, effective social media usage will ensure an improvement to the Airbnb’s approach in becoming receptive to local and restricted beliefs.
Social media platforms have become famous and this has spurred the creators of these programs to incorporate customised features to aid marketing activities. For instance, one such platform that has exclusively created a marketing service centre is WeChat and Weibo. These platforms contain avenues through which marketers and creative agencies can easily construct and enrich their reputation on the given social platform. According to Hajli, (2014), in regards to marketing advertising, the additional by these platforms has enabled the social media platforms in China to operate similarly as Google and Facebook when it comes to marketing over the internet. Social media can play a significant role when it comes to the growth of Airbnb by creating vibrant commercial graphics and content marketing which are visually alluring to the target audience. Also, a social media platform like Twitter has made it easy to share feedback that has enables different firms to gather intelligence necessary for their growth by targeting a particular group of clients. Also important is that Youku Tudou relishes a competitive edge when it comes to online marketing and advertisement as it gives room for companies to develop fascinating videos used for a marketing campaign as an advertisement technique (Constantinides, 2014). After which, these tapes are exhibited in an exclusive platform on Youku Tudou where the holders amass royalty and the organization also promotes its concepts and principle.
Innovation and invention of knowledge
The social platform is a vibrant and exciting platform for small businesses and those willing to widen their breadth of procedures maybe into the international market. To increase insight into the social media platform, the business has a task to ensure that it positions itself as a reliable and authentic product and service giver and so which is marketable. Subsequently, creativity can be offered in social media marketing with the communications team consistently interact with clients to change meaningful information. In the process, the customers are given an avenue to relay their concerns and questions, through this the organization is eligible to get a response that is crucial for the effective making of decisions (Nguyen et al., 2015). Additionally, considering the reactions offered by the backing and communications squad, a client is able to examine and ascertain if Airbnb can adequately understand and meet their needs. Social media is also notorious to compel and force organisations like Airbnb to change according to the market dictates. This is more important for organizations that base their decisions on real-time information like security markets when making key decisions. In the current environment for conducting business, social platforms like WeChat is being employed as a platform to communicate with a faster rate of passing information to a larger market affecting a tide impact in the business (Razmerita, Kirchner & Nabeth, 2014). And so, the price of particular money can gain in one country and reduce in the other which leads to foreign exchange risks responsible for triggering alterations. Alternatively, social media offers a platform where different firms can track trends in a particular market and learn from different experiences from various markets. in the same breadth, Airbnb has an obligation to brainstorm and bring forth creative solutions to propel the business to offer effective and efficient services to the customers in different markets. The most obvious innovative approach is explicit market research. Given the extensive research and the constraints involved, Airbnb has portrayed patients in diagnosing the Chinese market and so positive brand reputation is offing for the organisation. Hence, the company is looking forward to reaping from the Chinese express tour market, that has shown exponential growth in the last exceptional years. Presently, Airbnb has approximately 1.55% of its listing in the Chinese landmass, although the business has intentions of ensuring they utilise returning Chinese clients to offer promotion by word of mouth on the report of their past experience employing Airbnb while overseas (Cheng & Zhang, 2019). According to the China Tourism Research Institute, this particular approach makes a lot of sense, it goes further to provide an estimation of outbound Chinese travellers to be approximately 149 million, hence this approach can be considerable effective (Gao & Zhang, 2016). Therefore, Airbnb is considering an effective entry into the Chinese market and develop its name and reputation all over the country, and in the procedure of growth, it will be able to scale up its business operations and not merely engaging in competitive approach to deal with competitors (Li, Candelon & Reeves, 2018).
Calculated administrators associated with Airbnb stipulate that buying and selling areas are more likely to have highly populated with adverse competttions. Relatively, the company envisions to differentiate its services and products with other companies through making assurances relating with value of products propelled (Anwar, 2018). Structurally, having high end services creates the impactful need to ensure consumers are satisfied which relatively increases the size of consumers. The company plans in giving valuable services through employing one hundred and fifty more employees to work in the space of consumer relations amongst several interactive sites including Weibo as well as Wechat (Li, Yu & Bai, 2015). Having good skills have become a trending need in the design of companies and businesses since employees are assigned jobs with respect to their specialty. This means that having the right skills in a company helps achieve the high end goals of the company through assuring employees are resourceful in meeting the organisation’s goals. Having the right skills means that the company should ensure that it applies the right methods in selecting its employees. In relation, LinkedIn has becomed the leading professional connecting platform with more than one hundred and thirty five million daily consumers living in approximately two hundred nations. Equivalently, it is crucial to note that the platform has been edited as well as ready in fourteen varying linguistics (Dutta, 2014). LinkedIn leading as the bets site through which firms process tones of data relating to users which is mined from their profiles information. This information includes the name of firm as well as job positions held. LinkeIn processes this data to ensure that it well targets its consumer information and has a timely updated data regarding its consumers. More so, several firms put aside finances to ensure that advertisements as well as goods and services are propelled to strategic LinkeLn users as well as related parties. Due to this, Airbnb plans to increase activities in China through introducting missions in Guandong, Beijing, Sichuan, as well as Shangai. This areas are well known for their planned locations thus Airbnb will provide spacious and valuable housing services through hiring a manual design entailing strict selections.
In this part, identifaction of various study theories, designs, as well as ways to conduct the study is done. In relation, there isdire need to have a resourceful study design that will definitely clarify the study thesis. More so, it will help the researcher have prior knowledge on different types of studies.
Study philosophy presents different types of literacy skills that an observer faces while conducting the study and the ways in which data is gathered through epistemology. Epistumology deals with the right education acquired in relation to specified study subjects. In many areas philosophy is used entirely to science related disciplines in evaluating data as well as giving results in an easily understable notion. 3 types of philosophy generated from epistemology include interpretive, positivity, as well as controversial realities. In spite of this, positivity design related to quantitative studies as it entails well understood information gathering mechanisms. Positivity design enhances a way that promotes verification of a stipulated hypothesis through providing an overall test. Interpretive design decrypts scenarios relating to hypothesis through pre-existions. More so, positivity design intergarates with quantitative study designs in analyzing theories as well as hypothesis through presentation designs that focus on studying behavioral characteristics of people. Therefore, the research applies the interpretation design as the sudy topic focuses on evaluating Airbnb’s buying and selling plans in China’s equality based economy.
An existence of a strong correlation regarding value of internet revies with the consequential highlighting of hospitality based equity enhancing pltforms. Primarily, value of Internet surveys done by consumers in the Airbnb webapage presents the foundation for huge information that is collected to ensure data quality important in design market plans. Market gaps secruding data attached to texts derived from domestic Chinese traditions are important in propelling Airbnb as a brand. In addition, existence of online interaction sites present a channel that Airbnb can use with varying market skills including making video campaigns on Youku Tudou. Customers also have one on one interactions in leading sites including Wechat and Weibo through which opinions on methods to better sercrives are achieved. Leading chat sites present areas through which Airbnb has a chance to provide employee discriminant services in recruiting valuable employees. Online interaction medias depend on internet based employment channels including LinkeIn through which Airbnb finds skilled employees thus bringing a direct impact in promoting the service value being propagated and maintain sustainability of firms in markets located in China. Entrant of Airbnb in the trading arena in China will require the company to apply online interaction platforms to acquire its stipulated customers. This will provide easy and strict information on the type of service given to promote the company’s market picture through 3-D objects entail pictures and messages. Thus, internet chats which characterizes networking sites will provide a data center for feedbacks which will present a crucial sector for Airbnb.
In addition, Airbnb site encompasses an intergrated review procedure on the webpage that consumers can post discussions propelled by their feelings from services rendered by the company.
This ensures that comments with huge values are highlighted before hence bringing interests in expected customers. Basic perspective of this is mind changing surveys bring huge effects on the moods of consumers as they are easy to understand, structural in nature, as well as bring a huge attraction on expected customers.The cycle shows that prospective customers are more aware of the products given and thus inspiring generation of valuable reports. Feedbacks given through interaction media will provide a digital talk that will relate the positives with the negative to bring a variance in the words of assumed expectations of consumers. These stipulates that subjects regarding digital talks bring sufficient impacts towards the assumption of present members and prospective enlisters of Airbnb products. Overally, positive feedbacks bings higher significance of the speculated advantages derived from digital talks in comparison to negative feedbacks. This ensures that the feedbacks drawn will affect the way in which the company will aim to change the trading plans in order to favour domestic markets in China. A part of the trading plans put into consideration by the company entail authenticity building, real as well as humorous trading plans that will bring a positive relationship with China’s traditions and straight customer advertisements. This will thus depend on the investigations done to improve the brand through considering demand derived from customer behavioral activities in determining the typed of trding arenas as well as collect the profits resulting from application of digital talks. The research thus stipulates the hypothesis as follows
H1: Advantageous digital talks brings bigger results on the company’s brand image
H2: Electronic selling considers the values as well as heights perataining to domestic customers iin China
H3: Straight forward marketing strategies shall improve the listing done on the company’s website
H4: Selling studies are vital in analyzing customer behaviors in the China’s tading areas.
This study focuses on the use of the questionnaire method to analyze a web-based fillings system. For this remain, it can be concluded that using questionnaires online is a competitive method since a wide audience can be covered. The importance of self-reliant questionnaires is that the respondents have no chance of communication with the distributor; hence the chance of collecting relevant information is valid. The language used in this questionnaire is very sensitive and engaging, meaning that almost everybody can understand the questions well in an objective way.
The questionnaires that are used for such surveys are developed from past literature and relevant data that is based on the topic and viewer engagement. This means that the survey will constitute meaningful questions and that the content used is attractive to the audience, as proved by the literature. The structure of the survey in made relevant before incorporating specifications to narrow down the audience as dictated in the Chinese economy using scales. For instance, a five-point scale with 5 indicating ‘strongly agree’ and 1 indicating‘strongly disagree’this is all positive scores. According to the survey, it will contain 2 parts, and the first part indicates the demographic information details of every respondentand theexperience each has had with Airbnb. The second section constitutes the specified measurement of the variables ad deviated by the theoretical information in the research. Ideas such as digital marketing and social media marketing, as adopted by the company, may be involved in the activities of the company. The research will also take into consideration the creation of original, authentic, and yet funny advertising content to attract more respondents and clients. These ideas that are to be used in the creation of the contentshould be relevant to the Chinese culture as well as influential to the consumers of the products of the company. The branding strategy used by the companyshallexplore different methods of satisfying consumer needs while maintaining the need to meet company marketing requirements of the company. The company also would like to gather information on the use of electronic media in advertising.
The deductive approach shall also be used in the formulation of the hypothesis to be used in comparison to the existing literature. However, the research methodology used is important in using data to confirm the hypothesis that is derived from the same application. This research methodology will also play a role in the clarification and description of the nature of relationships that exist between the data concepts and the variables that are used in computing results. Assumption and theoretical frameworks are used to evaluate data consistency in this approach.
Sampling in this research is used through randomization of the process of choosing respondents to be used in thedata collection process. Cochran formulae.
Thus; n=Z2P (1- P)/e2
n = sample size needed
Z = normal standard deviation at 95% confidence interval (1.96)
P = ideal marketing strategy proportion (15%)
1-p = confidential level as desired
e =estimates of statistical significance (level of precision as desired = 0.05)
n= rounded up 196
Thestudy involved 196 participantsmakingit possible to use randomsamplingsincethe time requiredtochoosesuch a smallnumberisminimal.
The active participants of Airbnbwillbeappliedusingthe concept of inclusion, and theselection of theseuserswillbe made basedontheparticipantswhohavesigned up forthecompany in thelast 5 years. Thiswillformthe ideal group of respondentssincetheestimationisthattheyhaveenough knowledge onthelevel of servicesthat are offeredbythecompany. With regard to this ideal sample, a question will be used at the beginning of the questionnaire to sample out the individuals who will have used the services of the company for a long time. Participants used in the process are required to be regular reviewers and users of the company platform in order to understand their knowledge of the services that are offered by the company.
The qualitative method will be used in both qualitative and quantitative analysis of data. One advantage that is accrued to the use of qualitative data resear5ch is that theconclusion, in-depth understanding of data, is made easy. The study will mostly invoice the distribution of questionnaires to users and subscribers of the Airbnb company, having used the online platform for a consistent period of about five years. The assumption being made here is that the respondent of the survey will provide accurate data on the delivery of services by the company, and hence the results will be involved in making secessions of social media marketing strategies of the company. The idea being evoked by the company is the need to expand the knowledge of the company over the use of social media marketing and how the company can make use of the ideas to market its property listings. Open-ended questions in the questionnaires allow users toprovide as much data to the company as possible.
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