伴随国民经济高速发展和国人休闲露营理念的转变，房车旅游引发市场关注，房车市场产业链逐步完善。作为产业链重要一环，房车租赁虽起步晚，但发展潜力巨大。与此同时，互联网、自媒体以及数字经济的快速发展和普及应用，为营销策略提供了新的发展方向，营销模式也逐渐发生改变，逐渐向多元化方向发展。其中，Y公司长时间以来着眼于房车行业，在不断地发展中取得了良好的品牌影响力，积累了丰富的经验，但是房车租赁项目没有对国内市场消费者使用习惯做适应性改变，模式单一，提供房车租赁业务的同时并没有更多的增值服务，租赁销售提升缓慢。再加上更多的企业进入房车租赁领域，竞争对手的增多给Y公司带来了严峻挑战。若想在房车租赁行业保持健康稳定的发展，获得更多消费者的关注，提升消费者的满意度和忠诚度，市场营销策略的优化提升起到关键作用。

基于此，本文以Y公司为例，为Y公司的房车租赁项目营销策略提供了深入分析和优化建议，旨在帮助Y公司更好地满足目标客户的需求，增强市场竞争力。首先，介绍了选题背景、意义，研究思路和内容，研究方法，研究可行性及存在难点、研究特点；其次，界定房车租赁的概念，通过文献研究法了解房车租赁营销策略的研究进展以及相关的营销理论应用；第三，梳理分析Y公司房车租赁项目经营现状，包括4个部分，即介绍租赁项目概况；通过PEST分析法对Y公司房车租赁项目所处的宏观环境进行全面分析，同时关注租赁项目的市场需求、竞争环境以及资源环境等微观条件；利用STP理论梳理Y公司现有房车租赁客户群体细分市场、目标市场及品牌定位；同时，对Y公司营销策略现状进行分析；第四，通过实地调研和问卷调查，运用7Ps理论识别营销问题并深入分析成因。针对Y公司房车租赁项目营销情况，通过问卷调查，运用7Ps理论分析产品与服务、定价、渠道整合、促销推广、人员服务、有形展示和过程管理；第五，通过以上分析，根据Y公司的实际情况，提出切实可行的市场营销策略优化建议，这些建议涵盖产品策略、价格策略、渠道策略、促销策略、人员策略、有形展示策略、过程策略七个方面。

市场营销策略是企业持续发展的关键条件。本论文将理论模型与房车租赁项目营销实践有机结合起来，希望解决房车租赁项目营销推广中遇到的问题，在市场发展中获得最终收益。希望本篇论文为房车租赁平台完善营销策略提供参考。

With the development of the national economy and the transformation of Chinese leisure camping concepts, RV tourism has attracted market attention, and the RV market industry chain is gradually improving. As an important part of the industrial chain, although RV rental started late, it has enormous development potential. At the same time, the rapid development and popularization of the Internet, Media and the digital economy have provided a new direction for the marketing strategy, and the marketing model has gradually changed to a diversified direction. Among them, Y Company has been focusing on the RV industry for a long time and has achieved good brand influence and accumulated rich experience in continuous development. However, the RV rental project has not made adaptive changes to the usage habits of domestic market consumers, and the model is single. While providing RV rental business, there is no more value-added services, resulting in slow improvement in rental sales. In addition, more companies are entering the RV rental industry, and the increase in competitors has brought severe challenges to Y Company. If you want to maintain healthy and stable development in the RV rental industry, gain more consumer attention, improve consumer satisfaction and loyalty, the optimization and enhancement of marketing strategies play a key role.

Based on this, this article takes Y Company as an example to provide in-depth analysis and optimization suggestions for Y Company's RV rental project marketing strategy, aiming to help Y Company better meet the needs of target customers and enhance market competitiveness. Firstly, the background, significance, research ideas and content, research methods, feasibility, existing difficulties, and research characteristics of the topic were introduced; Secondly, define the concept of RV rental and use literature research to understand the research progress of RV rental marketing strategies and related marketing theory applications; Thirdly, sort out and analyze the current operating status of Y Company's RV rental project, including four parts: introducing the overview of the rental project; Conduct a comprehensive analysis of the macro environment of Y Company's RV rental project using PEST analysis method, while paying attention to the micro conditions such as market demand, competitive environment, and resource environment of the rental project; Using STP theory to analyze the segmented market, target market, and brand positioning of Y Company's existing RV rental customer group; At the same time, analyze the current status of Y Company's marketing strategy; Fourthly, through field research and questionnaire surveys, use the 7Ps theory to identify marketing problems and conduct in-depth analysis of their causes. Regarding the marketing situation of Y Company's RV rental project, a questionnaire survey was conducted, and the 7Ps theory was used to analyze products and services, pricing, channel integration, promotion and promotion, personnel service, tangible display, and process management; Fifthly, based on the above analysis and the actual situation of Company Y, practical and feasible marketing strategy optimization suggestions are proposed, covering seven aspects: product strategy, price strategy, channel strategy, promotion strategy, personnel strategy, tangible display strategy, and process strategy.

Marketing strategy is a key condition for the sustainable development of enterprises. This paper combines the theoretical model with the marketing practice of RV rental projects, hoping to solve the problems encountered in the current marketing and promotion of RV rental projects, and ultimately achieve ultimate benefits in the development of the entire market. I hope this paper can provide reference for optimizing and improving marketing strategies for major RV rental platforms.