本文選題：婚慶 + 品牌形象��； 參考：《河北科技大學》2014年碩士論文

【摘要】：進入二十一世紀以來，婚慶行業(yè)已成為不可忽視的新生行業(yè)，我國的婚慶市場在2011年全年產生了將近三千億人民幣的消費額，而且這個數字會在未來的幾年內持續(xù)增加甚至會突破五千億大關。這是行業(yè)領域一塊誘人的大蛋糕，它巨大的潛力吸引著越來越多的人加入婚慶市場，分得一塊蛋糕吃。當下，八零后和九零后已相繼進入適婚年齡，他們是新生的一代，他們有思想有文化，接受新鮮事物。他們對婚禮會有著多于長輩的要求和渴望。研究婚慶市場是很有必要的。 隨著京津冀一體化思路的提出石家莊市作為河北省的省會不斷地與一線城市開始了接軌，而石家莊市的婚慶市場也迎來了一個嶄新的時期。很多人們都看到了婚慶市場的美好前景，但是很多現在從事于這個行業(yè)的人員普遍專業(yè)素養(yǎng)不高，公司的規(guī)模和行業(yè)門檻都出于較低水平。石家莊現有的婚慶公司普遍沒有自己清晰的品牌定位，對于如何在市場中確定自己的品牌形象都沒有深入地考慮過。 婚慶企業(yè)要想做大做強就必須從現在開始改變已有的營銷策略了，，整合營銷就是很好的一把利劍。所以，如何將整合營銷的思想應用到婚慶公司的品牌塑造中去，是值得大家思考的問題。中國的婚慶公司普遍處于發(fā)展初期，沒有合適的品牌定位、沒有有效地多樣化的品牌塑造機制、沒有標準化的銷售渠道。 首先，本文對當前婚慶公司發(fā)展的狀態(tài)和碰到的發(fā)展瓶頸問題進行收集匯總分析；然后，通過整合營銷的理念對婚慶公司進行全方位的包裝宣傳。最后，以設定的石家莊某婚慶公司為例，具體闡述操作辦法。
[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 .

【學位授予單位】：河北科技大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F719;F274

【參考文獻】

相關期刊論文 前3條

1 唐吉;范鶯鶯;;當前我國婚慶市場的現狀與思考[J];大舞臺;2008年04期

2 胡歡歡;;品牌定位與品牌建設——十年來中外品牌研究綜述[J];今日南國(理論創(chuàng)新版);2008年04期

3 趙良云;;中國婚慶演出的營銷策略[J];中國民營科技與經濟;2008年05期

本文編號：1783043