| The wedding industry is gradually becoming an emerging sunrise industry.According to data statistics,the market scale of marriage consumption in the narrow sense(including the four core industries of wedding planning,wedding photography,wedding dress and wedding banquet hotel)has reached 1,462.3 billion RMB in 2019,and the market scale is expected to exceed 2.5 trillion RMB in 2020.At the same time,it will break through 3 billion RMB by 2021,and the market potential of wedding industry is huge in the next few years.The wedding consumption market is mainly composed of the seven industries,they are wedding banquet hotels,wedding photography,jewelry and watches,wedding companies,wedding dresses,wedding cars,wedding products and four king Kong.With the development of economy and the rise of the middle class,wedding industry develops rapidly and becomes more and more mature.It is also related to dozens of other industries consumed in the newlywed process,such as decoration,home furnishing,household appliances,real estate,automobile,finance,etc.,gradually forming a remarkable marriage industry chain and full of huge potential business opportunities.Although the marriage population of our country decreases with the disappearance of the demographic dividend,the number of people getting married in our country is still relatively large compared with other countries due to the large population base,and the marriage market demand continues to be strong.During the process of rapid development of the wedding industry,the related enterprises are paying more and more attention to brand service and scale operation.Many self-employed,small studio and listed companies,encounter a lot of confusion in the business,such as the consumption frequency of C-end customers in the wedding industry is too low,so the whole industry has a very high cost of attracting new customers.The way of searching for a needle in a haystack to get customer leads to a very low conversion rate when customers finally arrive at the store or the exhibition,which means that the cost of advertising is very high.At the same time,the Internet wedding industry as the tuyere industry with high unit price consumption,and the market competition is also continuously intensifying.Based on the deep-rooted marketingthinking of traditional marriage platforms,the majority of vertical Internet platforms at the present stage still remain in a relatively simple mode of marketing.The integrated online and offline marketing model has not been applied to make the entire wedding industry more fully developed.Therefore,this article selects the 19 th floor Internet forum wedding business,one of the five large Chinese Internet community Internet forums,as the research object.While reading a large number of documents,this article studies the network BBS,online and off-line marketing model,integrated marketing and wedding business marketing strategies.Then we use the SWOT model to conduct a comprehensive analysis.Next,we visit and investigate relevant offline Wedding Expo and wedding industry activities,and use questionnaires to diagnose the current situation of wedding business marketing.Finally,we put forward some suggestions of online and offline integrated marketing strategies,together with some supporting measures to ensure the smooth development of wedding marketing business in 19 th floor.The practice has proved that the online and offline integrated marketing strategy plays an obvious role in promoting the marriage business of 19 th floor. |
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