唐山NDS婚礼堂营销策略研究

发布时间：2018-03-10 16:46

本文选题：婚礼堂　切入点：营销策略　出处：《西南交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来,伴随着中国经济飞速发展和人民消费水平逐年提高,婚庆行业飞速发展。婚嫁消费市场中的婚宴、典礼服务、婚纱摄影、蜜月旅行以及婚纱礼服等产业已形成一定规模,加上与婚庆市场相关的房地产、家装、家用电器、家用汽车等关联行业,形成了一条潜力巨大的婚庆产业链。婚嫁消费市场的巨大利润诱惑,使得大量资本投入到婚庆行业,新技术、新理念和跨界竞争对手不断涌现,因此如何在激烈的竞争中脱颖而出、占据市场份额,成为众多婚庆服务企业必须面对的问题。本文从婚庆行业的发展现状和特点出发,运用营销学的理论,以唐山婚庆行业第一家集婚纱摄影、婚礼策划、婚庆场地、婚宴餐品等婚礼各个环节"一站式服务"的婚庆服务企业——唐山NDS婚礼堂为研究对象,结合其发展现状及存在问题,分析婚礼堂这一婚嫁行业的新模式所面临的机遇与威胁并存的营销环境。然后,结合唐山婚庆消费市场的调研结果,对唐山婚庆市场进行了相应的市场细分,确定了以中高端消费能力为主的客人作为目标市场以及市场定位,在此分析的基础上,分别从产品策略、品牌策略、体验营销等几个方面制定了唐山NDS婚礼堂的营销策略,力求通过提供高质量、便利和充满尊重感的产品与服务,形成辐射效应,得以迅速在唐山婚庆市场占据一席之地。本文希望在对唐山NDS婚礼堂营销策略进行研究的基础上,提出提升和改进的建议,从而帮助该公司提高市场竞争力,在唐山婚庆市场中取得更大份额,也希望能为其它二三线城市婚礼堂发展提供参考。
[Abstract]:In recent years, with the rapid development of China's economy and the improvement of people's consumption level, the wedding celebration industry has developed rapidly. Wedding banquet, ceremony service, wedding photography in the wedding consumer market, Honeymoon trips and wedding dresses and other industries have formed a certain scale, coupled with the wedding market related to real estate, home furnishings, household appliances, household cars and other related industries, A huge potential wedding industry chain. Marriage consumer market huge profit temptation, so that a large amount of capital into the wedding industry, new technology, new ideas and cross-border competitors continue to emerge, Therefore, how to stand out in the fierce competition and occupy the market share has become a problem that many wedding service enterprises must face. Taking Tangshan Wedding Industry's first wedding service enterprise, Tangshan NDS Wedding Hall, which includes wedding photography, wedding planning, wedding venue, wedding banquet and meal products, as the research object, and combining with its development status and existing problems, This paper analyzes the marketing environment in which the wedding hall, the new model of marriage industry, faces both opportunities and threats. Then, combining with the research results of Tangshan wedding consumer market, the paper makes a corresponding market segmentation of Tangshan wedding market. The target market and market orientation of the guests with the middle and high consumption ability are determined. On the basis of this analysis, the marketing strategy of Tangshan NDS Wedding Hall is formulated from the aspects of product strategy, brand strategy, experience marketing and so on. Through providing high-quality, convenient and respectful products and services to form radiation effect, we can quickly occupy a place in Tangshan wedding market. This paper hopes to study the marketing strategy of Tangshan NDS Wedding Hall. Suggestions for promotion and improvement are put forward so as to help the company improve its market competitiveness and gain a greater share in the Tangshan wedding market. It is also hoped to provide a reference for the development of wedding halls in other second and third tier cities.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F719.9

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