Applied Research On Integrated Marketing In Wedding Company

Since the twenty-first century, the wedding industry has become a emerging industrythat can’t be ignored. The consumption generated by the wedding market is about threehundred billion yuan in2011. And this number will continue to increase in the next fewyears, even exceed five hundred billion. The wedding industry is like a tempting cake,everyone wants a piece of the action due to its great potential. Currently, the generationafter80’s and90’s has reached the marriage age successively. As a new generation, they areminded and literate, and they are open to try new things.. They have higher requirementsand aspirations about wedding than their parents. Therefore, a research on wedding marketis necessary.With the ideas of integration of Beijing, Tianjin and Hebei being put forward,Shijiazhuang, as the capital of Hebei Province, is strive to integrate into first-tier cities.Meanwhile the wedding market in Shijiazhuang also entered a new stage. Many peoplehave seen the bright future of the wedding market, nevertheless, many who are nowengaged in this industry is generally lack of high specialization, and the size of thecompany and the threshold of industry are at a low level. The existing wedding companiesin Shijiazhuang generally don’t have a clear positioning about their own brand and theyhave not thoroughly considered how to determine their own brand image in the market.Wedding enterprises have to change their existing marketing strategy from now on tobecome bigger and stronger. And integrated marketing is a good sword. So, how to applythe idea of integrate marketing to shape the wedding brand of the company is worthconsidering. The wedding companies in China are generally in early phases ofdevelopment, and they lack proper brand positioning, effective mechanism for a variety ofbranding and standardized sales channels.Firstly, this paper collects and analyzes the status of the current wedding companiesand bottlenecks they have encountered. Then, we apply the concept of integratedmarketing to a full range of wedding package promotion for the wedding company. Finally,we illustrate the implementation of the strategy by taking a wedding company inShijiazhuang.