Timeshare Product Marketing Mix Elements Of Research

With 17 years' of rapid and tough development, timeshare industry has gained cheering achievements in China. Under such good circumstance, an abnormal market phenomenon calls the author's attention. That is, both suppliers' abilities and consumers' demands are on the upward trend, however, the rate of trade is still in a low level. After analyzing, the author holds that one of the most important reasons for the phenomenon above is Chinese timeshare enterprises' failing marketing conception and practice.Thus, based on 4P & 4C marketing theories and the results of related interview and questionnaire, the author confirms several factors which have great influence on timeshare prospects' purchase decision. From the point of 4C, 21 influential factors have been ascertained which includes 'customer's needs & wants', 'communication', 'convenience' and 'cost'. While from the point of 4P, 4 strategies have been concluded for present timeshare enterprises in China. These strategies are as follows: diversification & position (for product), the human touch (for promotion), traditional & modern ways (for place) and low cost & low price (for price). The author sincerely hope that the conclusion of this thesis could be useful for all related enterprises in China.