Research On The Competition Strategy Of Healthy Sojourn Products Of J Company

As the 18th CPC Central Committee put forward a call for "housing not speculation",vigorously advocate the development of housing rental.At the same time,the Yunnan Provincial government proposed to build a world-class "healthy life destination",health and sojourn industry has become a sunrise industry with broad prospects in Yunnan.Plenty of housing rental products with the nature of health and once caused a boom of timeshare vacation products mushroomed.However,there are so many products and competition are fierce in the rental market.The concept of timesharing suffered a "Waterloo" as early as the 1990 s when it entered the Chinese market.It is not a small challenge for J company’s healthy sojourn products to stand firmly and seek development.Carry out systematic and comprehensive research and analysis on the healthy sojourn products of J Company: for local government,it can develop healthy sojourn products with Yunnan characteristics,build the brand of "healthy life destination",and improve the government’s ability of modern governance and ability of supporting sojourn industry.for enterprises,it can explore the characteristic development road under the backward development of Yunnan’s housing rental industry and create another development lane.For individuals,it can meet their growing needs for healthy lifestyles such as health care,tourism and pension,and establish a new and better lifestyle different from traditional leasing and tourism.This paper analyzes the product competition environment and its own competitiveness by deeply studying the competition status of J company’s healthy sojourn products.Through sorting out and consulting the existing research data of timesharing and housing rental and classifying and summarizing,theoretical basis support can be obtained.Interviewed senior executives of J company to collect data,and obtained relevant design data,product cases and market operation of existing products.Questionnaires were issued to the market to obtain the market’s cognition and demand for timesharing and sojourn rental products.Multi-factor cross-analysis was conducted on the data of the questionnaire results to describe qualitatively and quantitatively the degree of influence of various factors on the competitive strategy of healthy sojourn rental products of J Company.Combining literature research and case study results of J company,raise living in ctrip customized products under the background of tourism products as the main competitor,the kang living products in yunnan and the development direction of company,has a timeshare vacation Shared lock and availability of price advantage,can reflect the emerging forms of cross-industry products integration advantages,However,the research conclusion is that the product needs to be optimized and improved,and the product should be differentiated into competitive strategy.On the basis of the foregoing research conclusions,the specific contents of the differentiated competition strategy of recreation and lodging products of J company are clarified: first,to carry out industrial integration innovation,second,to optimize the system operation and service process,third,to carry out marketing breakthroughs for customer groups with demand,and fourth,to build a full-scene service system of "finance + service".