A婚纱工作室的市场定位研究

发布时间：2018-05-20 13:06

本文选题：婚纱定制业务 + 婚纱市场营销现状　；参考：《昆明理工大学》2014年硕士论文

【摘要】：自古婚丧嫁娶对于中国人来说都是头等大事,而新人结婚时穿的嫁衣也经历了诸多的变迁。婚纱随着改革开放的发展,在人们结婚时成为了越来越重要的衣服,而婚纱定制业务也随着时代的发展变的日趋重要起来。本文首先阐述了婚纱店的发展历程,以及我国婚纱店的市场营销现状,通过市场调研,统计调查问卷法,从消费者心理角度,分析未婚女性对于定制婚纱方面价位,定制方式,定制周期等心理需求,通过swot分析,波特五力模型,以及SPT分析法对A婚纱工作室的现状进行市场分析,并确定A婚纱工作室的市场定位。通过对A婚纱工作室的研究,了解婚纱定制发展现状以及未来发展趋势,为研究其他婚纱业务提供借鉴和参考经验。全文分四大部分,共七章内容。第一部分包含绪论和理论综述,主要介绍本文研究背景及意义、研究内容、研究方法和技术路线,阐述了服务营销理念及相关概念,swot分析法、迈克尔波特的五力模型,STP分析法等相关理论,第二部分,介绍一下我国婚纱店的市场营销现状,分析出我国婚纱店的市场机遇,兴起与发展以及婚纱店的经营模式。第三部分,以A婚纱工作室为例用STP分析法,对A婚纱工作室的市场定位和保障措施进行了研究。第四部分,主要包括结论及创新之处,以及本文的不足和今后有待进一步研究问题。
[Abstract]:Marriage and funeral is the most important thing for Chinese since ancient times, and the wedding clothes have undergone many changes. With the development of reform and opening up, wedding dress has become more and more important when people get married, and the wedding dress customization business is becoming more and more important with the development of the times. This article first elaborated the wedding dress shop development process, and our country wedding dress shop marketing present situation, through the market investigation, the statistical survey questionnaire method, from the consumer psychology angle, analyzes unmarried woman to customize the wedding dress price, the custom way, Through swot analysis, Porter's five-force model and SPT analysis, the market of A wedding atelier is analyzed, and the market orientation of A wedding atelier is determined. Through the study of A wedding atelier, understand the present situation and future development trend of wedding dress customization, and provide reference and reference experience for other wedding dress business. The full text is divided into four parts, a total of seven chapters. The first part includes the introduction and the theory summary, mainly introduces the research background and the significance, the research content, the research method and the technical route, elaborated the service marketing idea and the related concept / analysis method The second part introduces the marketing situation of the wedding dress store in our country, analyzes the market opportunity, the rise and the development of the wedding dress shop and the management mode of the wedding dress shop. In the third part, taking A wedding atelier as an example, the market orientation and safeguard measures of A wedding atelier are studied by STP analysis. The fourth part mainly includes the conclusion and innovation, as well as the deficiency of this paper and the problems to be further studied in the future.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.86

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