Research On Domestic Timeshare Marketing Strategy

China has introduced the concept of timeshare since 1990's. During more than ten years' development, timeshare has come into being intense consumption requirement and powerful supply capacity. Comparatively, there is not a high deal rate. According to the situation, this dissertation analyzes the main factors and product problems of counteracting the development of timeshare. Besides, using Herzberg's two-factor theory, this dissertation tries to find out the prompting and protection factor in tourism product of timeshare, then, establish new selling strategy of timeshare. This dissertation can be divided into five chapters as follow:Chapter one proposes the background, significance, train of thoughts and methodology of this dissertation;Chapter two is a literature review of the study in timeshare, also concludes the characters and shortage of these studies.Chapter there: The theory of timeshare product designing. This part involves two elements, they are the timeshare theory and the marketing theory. First, it anlayzes the characters of both supply and demand parts, also its operating mechanisms. Then combining Marketing Mix with Integrated Marketing theory to design the timeshare marketing strategy in aspect of customers' demand. At last, we use Herzberg's two factor theory which is in advantages of satisfying human needs and stimulating motivation to design timeshare product strategy. Chapter four deducts the outside counteracting factors in China with a marc-perspective. On the other hand, it sums up the problems of timeshare products itself with a demonstration study.Chapter five: According to the fomer analysis, we find out the Hygiene and Motivational factors of the timeshare product elements. Then we can establish new product strategy of timeshare. That is creating new models of products from the requirements of customers, in order to reduce the complain affairs; offering extra products which out of the expectation of customers, in order to stimulate high deal rate and pilot consume.