论婚庆服务业中的网络营销.docVIP

摘 要 目前我国的结婚人数呈逐年增长态势，同时文化消费水平也在不断提高，这使得婚庆消费市场的需求空间不断扩大，婚庆业正迅速成长为一个新兴的、充满机遇的朝阳产业。产业的迅速发展催生了大量婚庆服务类企业，迅速成长的市场、激增的产品提供商和不断提高的消费者需求决定了婚庆服务业的洗牌期即将或已经来临。此时对企业而言，个性化产品提供、营销手段创新、品牌形象完善和规模经营建设等要求不断提高，如何在激烈的洗牌期中杀出血路成为相关企业关注的焦点。 随着信息技术的发展，网络在我们的经济生活中发挥着越来越重要的作用。与传统市场相比，网络市场具有无可比拟的特征：信息资源无限丰富、没有时间及空间的限制、即时的交易、互动性强、成本低廉以及进入门槛低等。网络购物市场迅猛发展，网络已经成为一个非常有价值的营销渠道，被誉为“历史上最振奋人心的营销创新模式”。 本文以婚庆服务业中的网络营销策略为研究对象。通过 SWOT 分析法来分析网络营销在婚庆服务业中的优势、劣势和面临的机遇、威胁，探讨和研究网络营销在婚庆服务业中的发展策略。在此基础上介绍了适用于婚庆服务业的网络营销工具以及网络营销方法。 【关键词】ABSTRACT At present, the number of married is increasing year by year, at the same time, cultural consumption level has been improved, which makes the wedding space expanding consumer market demand, the wedding industry is rapidly growing into a new sunrise industry, is full of opportunities. The rapid development of the industry has spawned a large number of wedding service companies, the rapid growth of market, product providers and the surge of increasing consumer demand determines the wedding service industry reshuffle period is or has come. At this time, for the enterprise to provide personalized products, marketing innovation, brand image, improve and constantly improve the construction of scale operation requirement, how in the fierce shuffle the mid-term shootouts has become the focus of related businesses. With the development of information technology, network in our economic life plays a more and more important role. Compared with the traditional market, network market is incomparable characteristics: information resources infinite rich, without the restrictions of time and space, real-time transactions, strong interactivity, low cost and low barriers to entry. Rapid development of network, the network shopping market has become a very valuable marketing channels, known as the “history of the most exciting marketing innovation model”. Based on the wedding services in the network marketing strategy as the research object. Through the method of SWOT to analyze the networ