婚庆公司营销策略研究
目录
第一章概念综述 (1)
1.1营销的概念 (1)
1.2 全面营销的理论 (1)
1.3 网络营销的概念 (2)
第二章婚庆服务业现状、特点及发展趋势 (2)
2.1 婚庆服务业现状分析 (3)
2.1.1 婚庆产业发展空间 (3)
2.1.2 婚庆服务业的范畴 (3)
2.1.3 婚庆服务业产品、消费者需求、提供者现状 (3)
2.2 婚庆服务业发展趋势 (5)
第三章婚庆服务业营销策略分析 (7)
3.1 传统营销策略分析 (7)
3.1.1 进行广告宣传，提高公司知名度 (7)
3.1.2 利用公关活动提升公司美誉度 (7)
3.1.3 提供多种婚礼模式，提高行业进入门槛 (7)
3.1.4 举行大型促销活动，打造销售声势 (8)
3.1.5 进行情感营销，推广多样的婚庆文化 (8)
3.2 网络营销策略分析 (8)
3.2.1建立企业网站提升公司品牌形象与知名度 (8)
3.2.2开发多媒体接待服务系统提高洽谈成功率 (8)
3.2.3利用网络社区与消费者互动 (9)
第四章结论 (9)
内容摘要
婚庆公司虽属新兴的文化创意产业，但传统的营销方式导致其服务率低下，远不能满足当今新人们时尚、个性的消费需求。面对庞大的市场，婚庆公司急需推行数字化营销服务，通过网络、多媒体接待系统等数字化手段，扩大在新人中的影响力，快速提升自身的市场竞争力。
随着社会与经济的快速发展，人民饿物质和精神生活水平日益提高，结婚消费市场已经形成婚庆公司联手婚纱摄影、美容美发、服装首饰、饭店旅游、装饰装修、鲜花礼品等数十个行业组成的庞大产业链。2010年，我国结婚综合消费能力达数千亿元，“结婚经济”正以其快速增长的规模，成为我国经济的新的亮点。但由于婚庆行业相对于其他传统行业来说是一个相对新兴的行业，行业标准尚未建立，尤其是婚庆营销服务系统不够完善，导致婚庆接待服务效率、洽谈成功率低下，严重影响了婚庆行业的健康发展。在信息时代的大背景下，婚庆公司必须重视数字化营销服务，才能在激烈的市场竞争中胜出。
本文也介绍网络营销在婚庆行业的重要性，网络营销的开展有助于企业提升企业知名度和吸引忠实客户群，从而为企业整体营销更好的服务。对于传统营销策略和网络营销策略也进行了分析，从而更加迎合现代年轻消费者的品味。
在当代的婚庆行业必须积极的适应现代新婚人群的需求，整合各种资源，建立好的口碑才是婚庆公司的生存之道。
关键词：婚庆；消费者；数字化营销策略
Abstract
The wedding, although the emerging cultural and creative industries, but the traditional methods of marketing its services low, far from being able to meet new people today fashion, personalized consumer demand. The face of a huge market, wedding urgent need to implement a digital marketing services by means of digital networks, multimedia and reception system, to expand influence in the new, fast to enhance their market competitiveness.
With the rapid social and economic development, the people hungry, material and spiritual living standards rising, married the consumer market has been formed jointly wedding photography, wedding beauty salons, clothing and jewelry, hotel tourism, decoration, flowers, gifts and other dozens of industry composition huge industrial chain. In 2010, the Marriage spending power of several hundred billion dollars, the marriage economy "with its rapid growth in size, and become a new bright spot of China's economy. However, due to the wedding industry is a relatively new industry compared to other traditional industries, the industry standard has not been established, especially in wedding marketing service system is not perfect, the service efficiency of the wedding reception, to discuss the low success rate, has seriously affected the health of the wedding industry developments. In the context of the information age, wedding must pay attention to the digital marketing services, in order to win in the fierce market competition.
This article also describes the importance of Internet marketing in the wedding industry, network marketing activities that contribute to enhance corporate reputation and attract a loyal customer base, in order to better service for their overall marketing. Traditional marketing strategies and online marketing strategies are analyzed, and thus more to cater to the tastes of young consumers.
Must actively adapt to the needs of married people in the contemporary wedding industry, integrating a variety of resources to establish a good reputation is a wedding company to survive.
Key words: wedding consumer digital marketing strategy
