Research On Marketing Strategy Of S Wedding Company

In recent years,the number of registered marriages in China has been decreasing year by year.According to statistics,in 2013,civil affairs departments at all levels and marriage registration institutions handled marriage registration in accordance with the law in a total of 13.469 million couples,which then decreased year by year until the number of registered marriages dropped below 10 million in 2018.With the gradual decrease in the number of registered marriages in recent years,this phenomenon is bound to compress the space for the development of the wedding economy,thus limiting the economic growth of the wedding industry.This situation is in sharp contrast to the shrinking of the total market demand.At the same time,due to the low threshold of entry,the small investment of the company and the fast return of funds in the wedding industry,the annual influx of competitors into the wedding market has also increased significantly,and the average profit rate of the wedding industry has further decreased In the face of such a grim market situation,the wedding company marketing strategy optimization is imperative.This paper takes S wedding celebration company as an example to explore the optimization path of wedding celebration company’s marketing,hoping to contribute to the optimization of S wedding celebration company’s marketing strategy,and provide valuable reference for other wedding celebration companies.Under the guidance of STP,4P,PEST,SWOT and other theoretical tools,this paper analyzes the marketing status and existing problems of S wedding company,and conducts a comprehensive study on the marketing statuses,marketing problems,marketing strategies and marketing guarantee measures of S wedding company.Firstly,in the introduction part,the research background,the purpose and significance of the research,the research status at home and abroad,the research methods and the main research contents are sorted out.The basic concepts include the concept of wedding company and the concept of consumption guidance.The relevant theories include 4P theory,STP theory and marketing environment analysis theory Next,this article to S wedding company marketing present situation and problem analysis,the S wedding wedding industry companies and local is presented,and the products and services,pricing strategy,marketing channel,promotion four dimensions to S wedding company marketing present situation has carried on the detailed analysis,and has carried on the questionnaire to potential clients,it is pointed out that there are homogeneous products and services,flexible pricing strategy is not enough,weak marketing channels of a single network marketing and promotional efforts lack the effect not beautiful,imperfect marketing measures to guarantee,etc.The research reveals the causes of these problems,including the insufficient attention of the company leaders,the need to strengthen the professionalism of the Marketing Department,the insufficient support of the human resources department,the limited degree of cooperation throughout the company,etc.Then it analyzes the macro environment,market competition environment,regional marketing environment and SWOT analysis of S wedding company one by one.In S wedding company marketing based on the analysis of the present situation and the problems and causes,this paper puts forward S wedding company marketing strategy optimization Suggestions,including market segmentation and marketing strategy making two components,market segmentation includes target customers and to find accurate market positioning,marketing strategy including product strategy,price strategy,channel strategy,promotion strategy,at the same time in order to ensure the implementation of the marketing strategy,put forward the company leadership attaches great importance to formulate marketing strategy planning,marketing staff of professional work,the full support of the human resources department,the company with the safeguard measures in marketing strategy.The significance of this study was,on the basis of combing the related marketing theory,through an analysis of the case S wedding company,the 4 p theory,STP theory,marketing environment analysis theory is applied to S wedding company marketing strategy analysis and formulate,provide S wedding company’s marketing and the overall development of practical advice.