| The wedding industry was born in the end of the last century,the vigorous development in this century.In the last ten years,the development process,the gradual development and expansion of the wedding industry,but also into the unprecedented difficulties,greatly affected the healthy development of the wedding industry to industry transformation and upgrading.This paper takes the wedding industry in Fuzhou as an example,to study the transformation and upgrading of the industry,and to provide useful reference for the development of other domestic companies.And the wedding market.In recent years,Fuzhou City wedding industry development is very rapid,enterprises in the business sector registered a steady increase in the rate of,the competition is becoming increasingly fierce,wedding company to consumer service becomes more and more diversified,consumer has a higher requirement for the wedding industry,more diverse,but at the same time wedding industry accumulated more and more problems,such as wedding products and services in the market homogenization phenomenon more serious,the wedding market management is not standardized,wedding consumers of knowledge and information understanding to the wedding industry bring enormous pressure.Cause this phenomenon the reason mainly has:the government has not given enough attention;the wedding industry practitioners especially early generally low cultural quality;wedding industry association did not play its due role;consumer understanding of the wedding industry information.It can be said that the wedding company in Fuzhou has encountered a lot of difficulties and bottlenecks in the development,must carry out the transformation and upgrading of the industry.This article from the macro and micro two aspects,the research of Fuzhou wedding industry development status.Macro level,the main research is the Fuzhou municipal government to guide the status of the wedding industry norms and Fuzhou industry associations to promote the role of the entire industry.The micro level mainly from the perspective of the wedding company,the analysis of the development situation and the plight of Fuzhou wedding company.The combination of macro and micro research methods,to ensure the accuracy and comprehensiveness of this paper.In order to highlight the focus of the paper,this paper focuses on the micro level,the development status of the wedding company,the development of the plight and the transformation and upgrading of the road to carry out in-depth study.The research ideas of this paper are:the first chapter is the introduction and the second chapter.It is mainly used to explain the research background,purpose,theoretical basis and the review of domestic and foreign literature data.The third chapter and the fourth chapter mainly studies the present situation and the existing problems of the wedding industry in Fuzhou city.Then according to the status quo,the problem pointed out that the Fuzhou wedding industry transformation and upgrading of the inevitability,and pointed out that the path of transformation and upgrading of choice.The fifth chapter is the transformation and upgrading of the wedding industry in Fuzhou,and puts forward the specific transformation.A total of two ways:One way:rely on government norms to guide the transformation and upgrading.The way stressed that the government should focus on the role of policy guidance,the establishment of industry norms,to ensure the orderly development of the wedding industry.At the same time,the government has the ability to mobilize market resources,promote the combination of urban tourism and wedding celebrations,to achieve the industry convergence of the wedding industry and the two upgrade.Rely on the wedding industry association norms to guide the transformation and upgrading.Wedding industry association should develop a more detailed,standardized industry regulations,while the association of the integration of the company's wedding members,to guide the wedding industry to update the broader direction of the transition.Way two:rely on the company's own adjustment and development of the wedding to upgrade the transformation.This approach is the focus of this paper.Transformation and upgrading of the wedding industry,in the final analysis is the industry's own transformation and upgrading of the wedding company.Government and industry associations to provide assistance to the wedding company's transformation and upgrading,rather than the main.Wedding of the transformation and upgrading must be closely combined with the current mainstream married(80 and 90)population the demand for personalized,unique wedding,reform the old traditional wedding form,continue to explore and adjust more in line with the young man's wedding mode.At the same time,companies should also be based on its own characteristics,to do market segmentation and market positioning,carry out different marketing strategies;establish detailed data files for customers,improve customer reputation;make full use of print media,network media for brand promotion,enhance the brand value of the wedding;combining with the characteristics of 80,90 after the pursuit of individuality,as far as possible allow customers to participate in the wedding design,to allow customers to help companies to upgrade;make full use of network platform,network marketing,and combined with the young people love the simple love of the new consumption concept of extravagance and waste,take a variety of promotions to attract more young people to the wedding consumption.Transformation and upgrading of the wedding industry needs the government,the wedding industry association and the company's three party together,in order to effectively promote the development of the entire industry.Lack of any side of the promotion,the wedding industry is difficult to successfully complete the transformation and upgrading.Therefore,this article from the government,industry associations and the three levels of the wedding company,the study of the wedding industry transformation and upgrading of the road. |
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