Research On X Company Entrepreneurial Marketing Of Wedding Supplies

Along with more and more 80’s entering the palace of the wedding, and 90’s gradually reaching the legal age for marriage, our country is entering a new baby boom, and more than 20 million people get married each year.In China, marriage is more than just an event in life, as people have more requirement on the wedding, and spend much in the wedding, thereforemarriagealso become "the largest consumption" in life.The increase of marriage must cause the increase in demand for wedding supplies, driving the development of the market,so wedding supplies have a broad market demand.In addition, with the continuous improvement of people’s living standard, people have higher request on the character of the wedding supplies, and is no longer limited to the static form of wedding and wedding supplies, they want their wedding to be extraordinary, creative and characteristic.Thus it can be seen that the wedding supplies consumption is still a huge potential market in the future, wedding supplies industry must also have huge space to grow up.However, facing the huge market demand, wedding supplies supply failed to keep pace.Wedding supplies is mostly produced by some small workshops on the market now, products are mostly using the bottom paper to produce large red hot stamping products, the good and bad are intermingled, so it can’t satisfy the diversity of market demand.Wedding supplies industry also has many problems, such as the lack of industry standards, imperfect management system, low personnel quality, enterprises lack of brand consciousness, wedding supplies enterprise is faced with cost, quality, brand, management, and other problems and challenges.X company may also be inevitably faced with some problems, therefore, this research take X company as the research object, using the marketing analysis tools to find difficulties and problems, and then using the marketing theory to put forward the marketing strategy for the X company.This study includes six parts, chapter 1 is the introduction, introducing the research background and significance, reviewingthe research status at home and abroad, and illuminating the thesis research ideas and research content;Chapter 2 is the relevant concepts and theories, introducing the concept of entrepreneurship and entrepreneurial marketing, modern marketing management theory and marketing environment analysis method;Chapter 3 is the general situation of X company and marketing environment analysis, first of all, introducing wedding supplies industry and the main situation of X company, and then using a PEST analysis, SWOT method, porter five models to analyze X company’s marketing environment;Chapter 4 is X company marketing strategy, based on the STP theory, the theory of 4 Ps and 4 Cs theory putting forward the marketing strategy of X company;Chapter 5 is the implementation of the marketing plan of X company, combined with the enterprise marketing theory, analyzingthe implement of X company marketing strategy;The last part is the conclusion, summarizes the general situation of the research results of this study.