上海花嫁丽舍婚庆公司的发展战略研究

Research on the Development Strategy of Shanghai Huajialishe Wedding Company

摘要: 婚庆是一个古老又喜庆的活动形式，然而随着婚庆行业的快速发展，婚庆需求的扩张化，婚庆行业也遭遇了巨大的危机。为了探究清楚目前婚庆行业所遭遇的困境与瓶颈，本文以上海花嫁丽舍婚庆公司为例，通过SWOT、PEST、波特五力模型等对它的婚庆行业的宏观环境，内部优劣势机遇挑战、行业竞争环境等进行分析，得出该婚庆公司存在的各种相应的问题，从问题着手对它的解决策略进行探究。经过调查分析，对于上海花嫁丽舍存在的问题提出了几点解决办法：提高顾客满意度、深化沟通机制、创新广告营销策略、改善公司内部管理等解决策略。本文是希望上海花嫁丽舍婚庆公司通过分析能有效地改善现状，并且对当代婚庆业有反思借鉴意义。

Abstract: Wedding celebration is an old and happy activity form. Since the reform and opening up, with the development of economy, the prospect of wedding industry is in full swing. However, with the rapid development of wedding industry and the expansion of wedding demand, wedding industry has also encountered a huge crisis. In order to explore the difficulties and bottlenecks encountered by the wedding industry at present, this paper takes Shanghai Huajialishe Wedding Company as an example, analyzes its macro environment, internal advantages and disadvantages, opportunities and challenges, and industry competition environment through SWOT, PEST, five forces model, etc. Based on the analysis of the competitive environment of the industry, this paper draws the corresponding problems of the wedding company, and probes into its solving strategies from the point of view of the problems. Through investigation and analysis, this paper puts forward some solutions to the problems existing in Shanghai Huajialishe Wedding Company: improving customer satisfaction, deepening communication mechanism, innovating advertising marketing strategy, improving internal management of the company and so on. It is hoped that Shanghai Huajialishe Wedding Company can effectively improve the present situation and reflect on the contemporary wedding industry through analysis.