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Case study of airbnb
- 1. 陈宇珩 CHEN, Yuheng 程璐璐CHENG, Lulu 黄靖勤 HUANG, Jingqin 梁绮云 LIANG, Qiyun 刘杨 LIU, Yang 孙雅文 SUN, Yawen 1155096104 1155099386 1155096069 1155096183 1155102256 1155097151
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- 4. Strengths Lower pricescompared with hotels High-quality and unique hospitality service Good brand recognition, image, and equity Global marketing strategy Unique experience programs associated with local culture Clear and manageable business model
- 5. Weaknesses Rely heavilyon hosts and lacks flexibility Need to resolve conflicts between hosts and guests Increasingly high customer services costs Safety problems
- 6. Hi . Opportunities Global trendsharing economy C2C business model flourishes the industry Growth of mobile device market
- 7. Threats Intense competitionsaround the world (Xiaozhu, Tujia, Ctrip in China) Legal issues in some countries or districts (Public Housing Policy Hong Kong)
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- 9. ThreatsofNewEntry-Low High costof entry Airbnb’s worldwide homestay networks Airbnb’s strong brand recognition Strict legal and local policy of house renting ThreatofSubstitution-High A wide range of alternatives in the market (Traditional hotels, hostels, and Bed & Breakfast)
- 10. Buyerpower-Low Buyers segmentedinto niches No group buying Supplierpower-Moderate Multiple suppliers control connection between hosts and guests Hosts’ regulations and legal issues make the expension of homestays unstable
- 11. CompetitiveRivalry-Moderate Powerful rivals(e.g. Expedia and Home Away) Homogenous services following the trend of C2C Highly segmented market of Airbnb helps
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- 13. Customer Segments Pastel Color Hosts ▻ whoown a house (houses) and desire to make extra income by sharing their space ▻ who want to make friends from all over the world Guests ▻ who like traveling and tasting new experiences ▻ who have travel need and want to find accommodations at lower prices
- 14. Value Propositions Hosts ▻earn extra income by sharing their accommodations ▻ meet and make new friends from all over the world Guests ▻ find various unique accommodations (homestays) at lower prices ▻ build relationship with local hosts ▻ build connection between with local cultures
- 15. Channels Airbnb Officialwebsite Airbnb mobile app Social media sites (Facebook, YouTube, WeChat) Digital advertising (Pre-roll video ads, Email ads) Word of mouth Customer Relationship Home insurance (only for hosts) Self-service Personal assistance: 7/24 service Social media interaction
- 16. Revenue Streams 6- 12% of the amount guests pay 3% of the amount hosts receive Key Resources Technology ▻ (Platform architecture, algorithms, and database) Human resources ▻ (Customer services, UI designers, and photographers) Customer networks ▻ (among Airbnb, hosts, and guests)
- 17. Key Activities Platformdevelopment and maintenance (Website and app) Marketing Community management (Host and guest network) Travel services (Experience programs, restaurant recommendation) Key Partnerships Investors Insurance companies Social media platforms for logging in Map providers Online payment platforms Photographers
- 18. Cost Structure Platformdevelopment and maintenance cos General and administrative cost ▻ (Employees’ wages & physical properties) Insurance cost Marketing cost
- 19. Blue Ocean Strategy Canvas& ERRC GRID
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- 22. References Juggernaut. (2015, July07). How Airbnb works: Insights into business & revenue model. Retrieved from http://nextjuggernaut.com/blog/airbnb-business-model-canvas-how-airbnb-works-revenue-insights/ Truong, K. (Producer). (2016, September 25). Business model canvas for Airbnb. Retrieved from https://www.youtube.com/watch?v=-YEQrKtSf8w Lumos. (2012, November 08). Business model breakdown: Collaborative consumption. Retrieved from http://www.lumosforbusiness.com/blog/821/08-11- 2012/Business+Model+Breakdown++Collaborative+Consumption Elisa Lafuente. (2015，October 05). Airbnb blue ocean strategy. Retrieved from https://prezi.com/e-_pugyywzgl/airbnb-blue-ocean-strategy/
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