Studies on Marketing Tactics of Timeshare Real Estate in Developing Difficulties

摘要

Timeshare real estate has a good developing tendency abroad, but it is on the primary stage in our country and the development of it falls into difficulties. This paper firstly analyzes the developing condition of timeshare real estate inside the country, secondly analyzes the reason why it develops difficultly from the aspects of the macro marketing circumstance, consumers' concept and land agents themselves, and so on. Then we propose that the timeshare real estate developers and managers should integrate their own resources and use different marketing tactics aiming at different segment markets by knowing clearly the target customers. Based on the integrated marketing idea, from the innovation and deep digging of the basic four factors like product, price, channel and promotion, timeshare real estate developers should design the marketing tactics entirely by integrating tactics and means such as brand marketing, relationship marketing, and experiential marketing etc. so as to impulse the whole timesharing real estate industry's development.