Traditional Nuptial Culture In The Heretage And Innovation Of Nuptial Industry

Wedding pageant, which consists of a series of ceremonies and formalities,is celebrated by the Newlywed to gain social and legal certification. The nuptial ceremonies and formalities originated from different religion and society in different nations and time. Hereditament and alternation of culture brings on the transformation of nuptial ceremonies and formalities.Along with the economic development in China, loads of commercial chances have been created. At the same time, many problems do exist in the Chinese nuptial industry, so innovation and mergence is exigent. Based on investigation and analysis, this article comes to the conclusion that traditional Chinese culture is directing the consumptive idea in nuptial industry. Despite communication and amalgamation between western and Chinese culture, the trend preferring to Chinese tradition is increasingly obvious in Chinese nuptial culture. The traditional Chinese He-Jin(合卺) culture is emerging as a persuasive example. If we can try to explore and understand the He-Jin culture deeply, use modern idea of enterprise management and the unity of nuptial product market, the industry chain and chain-manage pattern of nuptial product can be finally formed. As a result we can create a nuptial service brand——He-Jin(合卺), which provides cultural connotation and service idea that can direct the consumptive psychology with diversity of He-Jin products. The hereditament and innovation of traditional nuptial culture in nuptial industry will be realized through He-Jin brand.