XLY婚庆公司营销策略研究

发布时间：2018-04-21 05:34

本文选题：XLY婚庆公司 + 营销策略　；参考：《湖南师范大学》2013年硕士论文

【摘要】：随着我国新一轮婚育高峰期的到来,每年登记结婚的人数逐年增长,近几年已经突破了一千万对大关。受到时代发展与社会经济增长等因素地影响,人们对婚礼的重视程度越来越高,在婚庆活动中进行的消费也越来越多。2010年以来,全国因结婚而产生的消费总额达到了上千亿元,并且还有不断上升的趋势。在巨大商机的吸引之下,许多婚庆公司如雨后春笋般涌现出来争抢这块市场“蛋糕”。由于我国婚庆公司存在数量多、规模小、产品同质化严重的特点,所以行业间竞争非常激烈,XLY婚庆公司也正是这众多公司中的一员。本文希望通过对XLY公司的市场营销策略进行研究和改进,使该公司在激烈的市场竞争当中取得更多的市场占有率,从而提升公司的经济效益。本文首先总结了我国婚庆行业的发展现状和特点,运用PEST分析法对婚庆行业的营销环境进行研究,并分析了各环境因素对行业的发展利弊。然后通过问卷调查法对XLY公司所处市场进行营销策略调研,了解了市场消费结构与需求的特点,据此分析了XLY婚庆公司在营销策略上存在产品与服务易同质化、定价缺乏差异性、渠道便利性与宽度不够、促销对象与手段单一四个方面的问题。最后根据问卷调查的结果,进行了婚庆市场的细分、目标市场选择及市场定位。在4Ps理论的基础之上,提出了以提高服务质量与客户参与度、个性化的产品和品牌策略来解决产品易同质化问题；以固定利润为目标的“套餐”式定价和因时、地、人、量而异的“自主定制”式定价来实现定价差异化问题；以建立网站、联盟渠道、参加展会来实现渠道便利化与渠道范围拓宽；以多样化的促销手段,针对消费者、中间商、公司员工的促销策略来解决促销对象与手段单一的问题。此外本文还提出了保障策略实施的具体措施。根据论文分析,XLY公司要从客户的角度出发来制定营销策略,为客户创造便利化、高质化、标准化、个性化的产品与服务。
[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.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719

【参考文献】