| Since reform and opening up, China’s fast economic development, people’s income level is also rising. Under the support, the people’s consumption concept also gradually changed from the past to pursue the basic life safeguard to the pursuit of fashion now. Conform to the trend, the young man in the process of marriage for the wedding dress is becoming more and more attention, which directly promoted the rapid development of industry of our country wedding dresses, wedding dress industry output value beyond billions of mark. It is against this background, this thesis with LOVEST wedding dress liuzhou studio as the research target, using the case analysis, literature analysis, questionnaire investigation and interview method, the LOVEST wedding dress liuzhou studio’s marketing strategy has carried on the comprehensive study.Paper is divided into six parts altogether:the first part is the introduction, the main argument in this paper, we study the necessity and importance of thought behind the LOVEST wedding dress liuzhou studio marketing lay a theoretical foundation for empirical analysis. The second part is the empirical analysis part, based on the basic theory of marketing strategy, using questionnaire and interview method, from the product strategy, price strategy, channel strategy, promotion strategy four dimensions to the LOVEST wedding dress liuzhou studio to investigate the problems existing in the marketing strategy, and analyzes the LOVEST wedding dress liuzhou studio marketing strategy the cause of the problem. The third part is the LOVEST wedding dress liuzhou studio marketing environment analysis, based on the LOVEST dress the actual condition of liuzhou studio, using PEST analysis method, analyzes the external environment of the marketing combination LOVEST wedding dress liuzhou studio internal resources condition, analyses the internal environment of the marketing. The fourth part is the LOVEST wedding dress liuzhou studio’s target market and positioning research, based on the present state of wedding dress market segmentation, target market and positioning of the studio wedding dresses are analyzed. Fifth part is the countermeasures part, put forward the optimization countermeasures of the studio wedding dress brand marketing strategy. The sixth is divided into conclusion, the full text of the research are summarized.Through the study of this article, it is known that LOVEST wedding dress Liuzhou studio in product strategy, price strategy, channel strategy, promotion strategy have taken certain measures, but through the questionnaire survey analysis shows that these strategies are a series of problems, the causes of these problems are mainly marketing backward management concept, marketing system and imperfect, lack of high-quality professionals. Therefore, need to LOVEST wedding dress Liuzhou studio four aspects of marketing strategy optimization, also need to seek change marketing concept, cultivate professional marketing talent, update management organization, actively promote the value chain marketing culture, making the investment planning of measures, such as to ensure the smooth implementation of the new marketing strategy to. |
