本文選題：XLY婚慶公司 + 營銷策略��； 參考：《湖南師范大學》2013年碩士論文

【摘要】：隨著我國新一輪婚育高峰期的到來,每年登記結婚的人數(shù)逐年增長,近幾年已經(jīng)突破了一千萬對大關。受到時代發(fā)展與社會經(jīng)濟增長等因素地影響,人們對婚禮的重視程度越來越高,在婚慶活動中進行的消費也越來越多。2010年以來,全國因結婚而產(chǎn)生的消費總額達到了上千億元,并且還有不斷上升的趨勢。在巨大商機的吸引之下,許多婚慶公司如雨后春筍般涌現(xiàn)出來爭搶這塊市場“蛋糕”。由于我國婚慶公司存在數(shù)量多、規(guī)模小、產(chǎn)品同質化嚴重的特點,所以行業(yè)間競爭非常激烈,XLY婚慶公司也正是這眾多公司中的一員。本文希望通過對XLY公司的市場營銷策略進行研究和改進,使該公司在激烈的市場競爭當中取得更多的市場占有率,從而提升公司的經(jīng)濟效益。 本文首先總結了我國婚慶行業(yè)的發(fā)展現(xiàn)狀和特點,運用PEST分析法對婚慶行業(yè)的營銷環(huán)境進行研究,并分析了各環(huán)境因素對行業(yè)的發(fā)展利弊。然后通過問卷調查法對XLY公司所處市場進行營銷策略調研,了解了市場消費結構與需求的特點,據(jù)此分析了XLY婚慶公司在營銷策略上存在產(chǎn)品與服務易同質化、定價缺乏差異性、渠道便利性與寬度不夠、促銷對象與手段單一四個方面的問題。最后根據(jù)問卷調查的結果,進行了婚慶市場的細分、目標市場選擇及市場定位。在4Ps理論的基礎之上,提出了以提高服務質量與客戶參與度、個性化的產(chǎn)品和品牌策略來解決產(chǎn)品易同質化問題；以固定利潤為目標的“套餐”式定價和因時、地、人、量而異的“自主定制”式定價來實現(xiàn)定價差異化問題；以建立網(wǎng)站、聯(lián)盟渠道、參加展會來實現(xiàn)渠道便利化與渠道范圍拓寬；以多樣化的促銷手段,針對消費者、中間商、公司員工的促銷策略來解決促銷對象與手段單一的問題。此外本文還提出了保障策略實施的具體措施。 根據(jù)論文分析,XLY公司要從客戶的角度出發(fā)來制定營銷策略,為客戶創(chuàng)造便利化、高質化、標準化、個性化的產(chǎn)品與服務。
[Abstract]:With the arrival of the new peak period of marriage and childbearing in China, the number of registered marriages increases year by year. In recent years, 10 million pairs of marriages have been broken through. Influenced by factors such as the development of the times and social and economic growth, people are paying more and more attention to weddings, and more and more people are spending on weddings. Since 2010, the total amount of consumption generated by marriage in the whole country has reached hundreds of billions of yuan. And there is a rising trend. Attracted by huge business opportunities, many wedding companies sprang up to scramble for the market cake. Due to the existence of a large number of wedding companies in China, small scale, serious product homogenization, so the industry competition is very fierce XLY wedding company is one of the many companies. This paper hopes to study and improve the marketing strategy of XLY Company in order to make the company gain more market share in the fierce market competition and improve the economic benefits of the company. This paper first summarizes the present situation and characteristics of wedding industry in China, studies the marketing environment of wedding industry by using PEST analysis method, and analyzes the advantages and disadvantages of each environmental factor to the development of wedding industry. Then, through the investigation of the marketing strategy of XLY Company, the characteristics of the market consumption structure and demand are analyzed. According to this, the products and services are easy to be homogenized in the marketing strategy of XLY Wedding Company. Pricing is lack of difference, channel convenience and width is not enough, promotion object and means are single. Finally, according to the results of the questionnaire, the wedding market segmentation, target market selection and market positioning. On the basis of 4Ps theory, this paper puts forward a product and brand strategy to improve service quality and customer participation, individualized product and brand strategy to solve the problem of product homogeneity, "set meal" pricing with fixed profit as the goal, and time, place, people, etc. Pricing differentiation is realized by "self-customization" pricing in different quantities; to establish websites, alliance channels, participate in exhibitions to achieve channel facilitation and channel broadening; to target consumers and middlemen with a variety of promotional methods, The company employee's promotion strategy solves the promotion object and the method single question. In addition, this paper also puts forward the specific measures for the implementation of the safeguard strategy. According to the analysis of the paper, the company should formulate marketing strategy from the customer's point of view, and create products and services of convenience, high quality, standardization and individuation for customers.
【學位授予單位】：湖南師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F719

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本文編號：1781131