整合营销在婚庆公司的应用研究

发布时间：2018-04-21 15:36

本文选题：婚庆 + 品牌形象　；参考：《河北科技大学》2014年硕士论文

【摘要】：进入二十一世纪以来，婚庆行业已成为不可忽视的新生行业，我国的婚庆市场在2011年全年产生了将近三千亿人民币的消费额，而且这个数字会在未来的几年内持续增加甚至会突破五千亿大关。这是行业领域一块诱人的大蛋糕，它巨大的潜力吸引着越来越多的人加入婚庆市场，分得一块蛋糕吃。当下，八零后和九零后已相继进入适婚年龄，他们是新生的一代，他们有思想有文化，接受新鲜事物。他们对婚礼会有着多于长辈的要求和渴望。研究婚庆市场是很有必要的。随着京津冀一体化思路的提出石家庄市作为河北省的省会不断地与一线城市开始了接轨，而石家庄市的婚庆市场也迎来了一个崭新的时期。很多人们都看到了婚庆市场的美好前景，但是很多现在从事于这个行业的人员普遍专业素养不高，公司的规模和行业门槛都出于较低水平。石家庄现有的婚庆公司普遍没有自己清晰的品牌定位，对于如何在市场中确定自己的品牌形象都没有深入地考虑过。婚庆企业要想做大做强就必须从现在开始改变已有的营销策略了，，整合营销就是很好的一把利剑。所以，如何将整合营销的思想应用到婚庆公司的品牌塑造中去，是值得大家思考的问题。中国的婚庆公司普遍处于发展初期，没有合适的品牌定位、没有有效地多样化的品牌塑造机制、没有标准化的销售渠道。首先，本文对当前婚庆公司发展的状态和碰到的发展瓶颈问题进行收集汇总分析；然后，通过整合营销的理念对婚庆公司进行全方位的包装宣传。最后，以设定的石家庄某婚庆公司为例，具体阐述操作办法。
[Abstract]:Since entering the twenty - first century , the marriage industry has become a new industry that cannot be ignored . China ' s wedding market has generated nearly 300 million yuan in 2011 . This is an attractive big cake in the industry . It has a huge potential to attract more and more people to the wedding market . They are a new generation . They have ideas of culture and acceptance of new things . They have more than their elders ' demands and aspirations for the wedding . It is necessary to study the wedding market .

With the integration of Beijing - Tianjin - Hebei Province , Shijiazhuang City , as the provincial capital of Hebei Province , continues to be in line with the first - line city , and the wedding market in Shijiazhuang has a brand - new period . Many people have seen the beauty of the wedding market . But many of the people now engaged in the industry have low professional quality , and the size and the industry threshold of the company are low . The existing wedding company in Shijiazhuang has no clear brand positioning , and it has not been considered in depth for how to determine its brand image in the market .

It is necessary to change the existing marketing strategy from now on , and the integrated marketing is a good sword . So how to apply the thought of integrated marketing to the brand shaping of the wedding company is a question worth thinking . The Chinese wedding company is generally in the early stage of development , does not have the proper brand positioning , has not effectively diversified brand shaping mechanism , does not have standardized sales channel .

Firstly , this paper collects and summarizes the state of the development of the current wedding company and the development bottleneck problem encountered .
Then , through the idea of integrated marketing to carry on all - round package promotion of the wedding company . Finally , taking a certain wedding company of Shijiazhuang as an example , elaborate the operation method .

【学位授予单位】：河北科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F719;F274

【参考文献】