The Building Of Wedding Celebration Companies' Brand Based On IMC Theory

Wedding ceremony is one of the most-watched economy in China which has a huge potential for development. It has produced nearly 300 billion due to consumption of the wedding in the whole country in 2011.According to current trend, it is expected to rise up to 500 billion in 2013.Wedding ceremony as a new prosperous industry has developed rapidly in recent years. Consumer market for the wedding ceremony including wedding dress, wedding photography, wedding services, wedding feast and jewellery, has become mature day by day and formed a remarkable chain of wedding industry full of huge potential business opportunities.Although the wedding ceremony market has developed rapidly in some developed regions, it's a pity that Nanchang is currently still in the stage of blind landing. The wedding ceremony company as its main development role is fragmented because of lack of communication and integration among their upstream and downstream company. And also their single and irregular service problem has seriously hampered the development of the wedding ceremony market in Nanchang. In addition, wedding company exists many problems in Nanchang, such as the positioning of the brands inappropriate, brand transmission mode single, and sales channels confusion, which leads to wedding company integrity missing. What's more, the brand growth of wedding companies in Nanchang is still at the initial stage of development. We should draw on the concept of Integrated Marketing Communication and integrates their company idea to create the brands of wedding celebration companies in order to set a foothold on the intricate market environment and have a development.This paper is about the situation of wedding ceremony market. It analyzes the pr problems that influence the companies'development, and puts forward the methods and strategies for wedding brand shaping which draw on integrating marketing communications theory. Its specific integrated marketing communication operation methods include: brand positioning, establish customer database, product integration, the integration of media contact point, the integration of marketing channels, interest relationship integration, promotion of integration, etc. In addition, this paper is tried to provide some reference thoughts in theory and practice by case analysis. Hope it can provide theoretical guidance and reference for the continuous development of Nanchang wedding companies.