婚庆行业市场分析及完善措施
Analyzing and Improving Measure of the Wedding Industry
Abstract: With rapid rise of new couple and their wedding cost, wedding industry is developing rapidly as a new industry. But as the development of wedding industry, its problem of lacking management gradually appeared. This paper study from the analyzing of Shanghai YiShaBeiEr Wedding Company. After that I combine with the observation of the history and current situation of Chinese wedding company. Then I give my opinion of which is the main factor of blocking the development of wedding industry, and I analyze marketing prospective and studied standardizing management of Shanghai wedding industry. I give four solution to the mainly problem of wedding industry, which is enhancing the inheriting of traditional culture; high quality service; strength the law building of wedding industry and helping the consumer gain vanishing knowledge. I hope my paper can help Shanghai wedding industry to remain the first price in China.
Key Words: Wedding Industry; Marketing Analyzing; Improving Measure ; Wedding Industry Chain
目 录
引言 1
一、婚庆产业概述 3
(一)婚庆产业及婚庆产业链定义 3
(二)婚庆服务内容的主要构成 3
1.婚礼庆典策划及执行 3
2.婚庆周边产业概述 3
二、婚庆产业发展历程与现状 5
(一)中国婚庆行业发展历程与现状 5
1.中国婚庆行业发展的历程 5
2.中国婚庆行业现状 5
(二)上海婚庆行业发展现状 5
三、上海新婚消费需求及婚庆行业的SWOT分析 7
(一)上海结婚消费需求分析 7
1.结婚消费结构与现状 7
2.结婚消费需求的发展趋势分析 7
(二)上海婚庆行业的SWOT分析 7
1.婚庆产业面临的机遇 7
2.婚庆产业面对的主要威胁 8
3.婚庆产业发展中的优势 8
4.婚庆产业发展中存在的问题 9
四、婚庆行业问题分析 11
(一)企业员工缺乏准入门槛 11
(二)顾客与企业出现纠纷后缺乏投诉渠道和处罚标准 11
(三)定价缺乏相应的指导和标准 11
(四)设计缺乏专业水准、同质化严重 12
五、促进上海婚庆行业规范发展的举措 13
(一)注意婚庆文化的传承 13
(二)加强服务的优质化建设 13
(三)政府部门的监管及相关管理条例的完善 14
(四)提高消费者文权意识，保护消费者合法权益 14
吹冰、总结 16
致谢 17
参考文献 18
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