本文選題：婚紗定制業(yè)務 + 婚紗市場營銷現(xiàn)狀�。� 參考：《昆明理工大學》2014年碩士論文

【摘要】：自古婚喪嫁娶對于中國人來說都是頭等大事,而新人結婚時穿的嫁衣也經歷了諸多的變遷。婚紗隨著改革開放的發(fā)展,在人們結婚時成為了越來越重要的衣服,而婚紗定制業(yè)務也隨著時代的發(fā)展變的日趨重要起來。 本文首先闡述了婚紗店的發(fā)展歷程,以及我國婚紗店的市場營銷現(xiàn)狀,通過市場調研,統(tǒng)計調查問卷法,從消費者心理角度,分析未婚女性對于定制婚紗方面價位,定制方式,定制周期等心理需求,通過swot分析,波特五力模型,以及SPT分析法對A婚紗工作室的現(xiàn)狀進行市場分析,并確定A婚紗工作室的市場定位。 通過對A婚紗工作室的研究,了解婚紗定制發(fā)展現(xiàn)狀以及未來發(fā)展趨勢,為研究其他婚紗業(yè)務提供借鑒和參考經驗。 全文分四大部分,共七章內容。第一部分包含緒論和理論綜述,主要介紹本文研究背景及意義、研究內容、研究方法和技術路線,闡述了服務營銷理念及相關概念,swot分析法、邁克爾波特的五力模型,STP分析法等相關理論,第二部分,介紹一下我國婚紗店的市場營銷現(xiàn)狀,分析出我國婚紗店的市場機遇,興起與發(fā)展以及婚紗店的經營模式。第三部分,以A婚紗工作室為例用STP分析法,對A婚紗工作室的市場定位和保障措施進行了研究。第四部分,主要包括結論及創(chuàng)新之處,以及本文的不足和今后有待進一步研究問題。
[Abstract]:Marriage and funeral is the most important thing for Chinese since ancient times, and the wedding clothes have undergone many changes. With the development of reform and opening up, wedding dress has become more and more important when people get married, and the wedding dress customization business is becoming more and more important with the development of the times. This article first elaborated the wedding dress shop development process, and our country wedding dress shop marketing present situation, through the market investigation, the statistical survey questionnaire method, from the consumer psychology angle, analyzes unmarried woman to customize the wedding dress price, the custom way, Through swot analysis, Porter's five-force model and SPT analysis, the market of A wedding atelier is analyzed, and the market orientation of A wedding atelier is determined. Through the study of A wedding atelier, understand the present situation and future development trend of wedding dress customization, and provide reference and reference experience for other wedding dress business. The full text is divided into four parts, a total of seven chapters. The first part includes the introduction and the theory summary, mainly introduces the research background and the significance, the research content, the research method and the technical route, elaborated the service marketing idea and the related concept / analysis method The second part introduces the marketing situation of the wedding dress store in our country, analyzes the market opportunity, the rise and the development of the wedding dress shop and the management mode of the wedding dress shop. In the third part, taking A wedding atelier as an example, the market orientation and safeguard measures of A wedding atelier are studied by STP analysis. The fourth part mainly includes the conclusion and innovation, as well as the deficiency of this paper and the problems to be further studied in the future.
【學位授予單位】：昆明理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F426.86

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