论文总字数：25480字

摘 要

随着我国经济的迅速发展,适婚人群的不断增加,婚庆行业存在着巨大的商机。新人对婚礼要求以及重视程度在不断的提高，越来越趋向于个性化婚礼，个性化服务营销对婚庆行业的发展具有重大影响。目前我国婚庆行业正处于个性化服务营销的发展阶段，由于婚庆行业属于多产业链模式，个性化服务营销竞争激烈。萝亚婚礼作为婚庆公司的一员，一直致力于个性化服务营销的发展，本文希望对萝亚婚礼的个性化服务营销策略进行研究和改进，使萝亚婚礼在充满竞争的婚庆市场中取得更多的市场份额，从而提高萝亚婚礼的品牌知名度及经济效益。

本文主要是通过系统分析法、案例研究法、文献综述法对我国婚庆行业个性化服务营销进行了研究。通过系统的分析我国个性化服务营销存在的问题，制定相应的解决策略。以萝亚婚礼为研究对象，具体的剖析了我国婚庆公司个性化服务营销的利弊。基于文献综述的阅读和理解，奠定了本篇论文的理论知识。通过4p理论对萝亚婚礼个性化服务营销制定了改进策略，运用pest理论对我萝亚婚礼的个性化服务营销进行了宏观的分析，通过swot理论对我国的的婚庆行业现状进行了分析。能够得到我国婚庆行业的发展空间很大，为个性化服务营销提供了创新的空间，未来我国婚庆行业个性化服务营销将引领婚庆市场。

根据本文的分析，萝亚婚礼需要通过人员策略，企业品牌策略以及4p策略，为消费者创造更加专业化、高端化、标准化的个性化服务。

关键词：萝亚婚礼；婚庆行业；个性化服务营销；营销策略

Marketing Strategy Analysis of Personalized Service in Wedding Industry - A Case Study of "ROYAL Wedding"

Abstract

With the rapid economic development in our country and the increasing number of people getting married, there is a huge business opportunity in the wedding industry. New wedding requirements and the degree of emphasis continues to improve, more and more tend to personalized wedding, personalized service marketing has a significant impact on the development of the wedding industry. At present, China"s wedding industry is in the development stage of personalized service marketing. As the wedding industry belongs to the multi-industry chain mode, the personalized service marketing is highly competitive. As a member of a wedding company, Loewe Wedding has been devoting itself to the development of personalized service marketing. In this paper, I hope to research and improve the personalized service marketing strategy of Loa wedding so that Loa wedding can make more achievements in the competitive wedding market More market share, thereby enhancing the brand awareness and economic efficiency of Royal wedding.

This article mainly studies the personalized service marketing of the wedding industry in our country through systematic analysis, case study and literature review. Through systematic analysis of the problems existing in the personalized service marketing in our country and formulating the corresponding solution strategies. Taking Loewe wedding as the research object, this paper concretely analyzed the pros and cons of personalized service marketing in our wedding company. Based on the literature review and understanding, this paper laid the theoretical knowledge. Through 4p theory, we developed an improvement strategy for personalized service marketing of Loa wedding, conducted a macroscopic analysis on personalized service marketing of Loa wedding using pest theory, and analyzed the status quo of our wedding industry through swot theory. Can get a lot of room for development of our wedding industry, personalized service marketing provides an innovative space for the future of China"s wedding industry personalized service marketing will lead the wedding market.

According to the analysis of this article, Luoya wedding need to create a more professional, high-end, standardized and personalized service for consumers through personnel strategy, corporate brand strategy and 4p strategy.

Keywords: Royal wedding; Wedding industry; Personalized service marketing; Marketing strategy

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1 研究背景和意义 1

1.2 研究内容 2

1.3 研究方法和思路 2

1.3.1 研究方法…………………………………………………………………………………………………………………………………..2

1.3.2 研究思路…………………………………………………………………………………………………………………………………..2

第二章 文献综述及相关理论 3

2.1 研究现状………………………………………………………………………………………………………………………………..………..3

2.1.1 个性化服务营销研究………………………………………………………………………………………………………………..3

2.1.2 婚庆行业现状研究…………………………………………………………………………………………………………………...3

2.1.3 个性化服务营销对婚庆行业的影响………………………………………………………………………………………..3

2.2 研究理论基础………………………………………………………………………………………………………………………..………..4

2.2.1 4p理论……………………………………………………………………………………………………………………….……………..4

2.2.2 SWOT分析理论……………………………………………………………………………………………………………..….………4

2.2.3 pest分析理论………………………………………………………………………………………………………………….…………5

第三章 婚庆行业现状分析 7

3.1 我国婚庆行业现状 7

3.2 我国婚庆行业个性化服务营销现状和特点 7

3.2.1 我国婚庆行业个性化服务营销现状 7

3.2.2 我国婚庆行业个性化服务营销特点 8

3.2 我国婚庆行业SWOT分析 9

第四章 “萝亚婚礼”个性化服务营销分析 10

4.1 “萝亚婚礼”公司基本情况及重庆市婚庆行业状况介绍 10

4.1.1 “萝亚婚礼”公司基本情况 10

4.1.2 重庆市婚庆行业介绍 10

4.2 “萝亚婚礼”个性化服务营销现状 10

4.2.1 市场地位 10

4.2.2 产品分类 11

4.2.3 定价方法 11

4.2.4 销售渠道 12

4.3 “萝亚婚礼”个性化服务营销存在的问题 13

4.3.1 产品与服务被模模仿性较高 13

4.3.2 定价方式单一 13

4.3.3 销售渠道太局限 13

4.3.4 促销方式和对象单一 14

4.4 “萝亚婚礼”个性化服务营销pest分析 14

4.4.1 政治环境......................................................................................................................................14

4.4.2 经济环境......................................................................................................................................14

4.4.3 社会与文化环境..........................................................................................................................15

4.4.4 技术环境......................................................................................................................................16

第五章 “萝亚婚礼”个性化服务营销优化策略 17

5.1 产品策略……………………………………...................................................................................................17

5.2 价格策略……………………………………...................................................................................................17

5.3 促销策略……………………………………...................................................................................................18

5.4 推广策略……………………………………...................................................................................................19

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