Research On Market Orientation Of Wedding Studio

Since ancient times, wedding is a top priority for Chinese, the wedding clothes that the couple wearied in their wedding also experienced many changes. Wedding dress, with the development of reform and opening up, became more and more important when people get married, the wedding dress custom business have become increasingly important with the development of the times.First, in this paper, it has an overview of the development process of wedding dress shop and the current marketing situation of wedding dress shop in China, analyses the psychological needs of unmarried women for the custom wedding dress in terms of price, custom and custom cycle through market research and survey questionnaire. By using the swot analysis, porter five models and the SPT analysis method, it analyses the market situation of A wedding studio and determines its market position.Through the study of A wedding studio, it understands the present situation and future trend of the wedding custom, provides references and experiences for the study of other wedding dress business.This paper is organized in four sections, which has seven chapters. The section1is theintroduction and theory review, mainly introduces the research background and significance, research contents, research methods and technical route, then expounds the concept of service marketing and related concepts, the swot analysis, Michael porter’s five models, STP analysis method and relevant theories. In Section2, it introduces the marketing situation of wedding dress store in our county, analyzes market opportunity, rise and development as well as business model in wedding dress store. In Section2, it takes an example of A wedding studio and study the market positions and safeguard measures with STP analysis. Some conclusion and innovations are drawn in Section4, and the gaps and existing research problems are also put forward.