创意婚庆营销策略研究——以大连三克拉梦工厂为例  

Research on Marketing Strategy of Creative Wedding——Take Dalian Three Carat Dream-works as an Example

作　　者：赵萍[1] 杨芳源 彭慧[1] Zhao Ping;Yang Fangyuan;Peng Hui(Dalian University of Science and Technology 116052)

机构地区：[1]大连科技学院,116052

出　　处：《现代农业研究》2019年第3期126-128,共3页Modern Agriculture Research

基　　金：2018年大连科技学院大学生创新创业训练计划项目省级立项";三克拉梦工厂"(201813207042)

摘　　要：近年来,随着85后、90后独生子女一代相继步入婚龄,我国适婚年龄人口基数已经相当庞大,婚庆产业有着巨大的市场潜力。85后、90后崇尚个性化婚礼仪式,但目前市场上的创意婚庆报价普遍偏高,受限于经济因素,很多新人只能望而却步。本文以三克拉梦工厂为研究对象,分析了婚庆产业的市场现状,研究了婚庆产业的内外营销因素并相应地提出了一系列创意婚庆营销策略,以期为婚庆企业的发展提供一点借鉴。In recent years, with the one-child generation of post-85s and post-90s entering into mar? riage age, the population of marriageable age in China is quite large, and the market potential of wed? ding industry is huge. The post-85s and post-90s advocate personalized wedding ceremonies. However, at present, the offer of creative wedding is quite expensive. Due to economic factors, many new couples can only stand back. This paper takes Three Carat Dream-works as the research object, analyzing the current market situation of wedding industry, studying the internal and external marketing factors of wedding industry, and putting forward a series of creative wedding marketing strategies accordingly, so as to provide some reference for the development of wedding enterprises.

关 键 词：创意婚庆 发展战略 发展目标 

分 类 号：F719[经济管理—产业经济] F274