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Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/142877
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| Title: | 婚宴會舘之策略行銷 4C 分析 –以青青婚宴集團公司為例
4C Analysis of Strategic Marketing of Weddings Business- Chin Chin Weddings Group |
| Authors: | 吳永強
Wu, Yung-Chiang |
| Contributors: | 巫立宇
Wu, Li-Yu
吳永強
Wu, Yung-Chiang |
| Keywords: | 婚宴會館
策略行銷
4C
青青婚宴 |
| Date: | 2022 |
| Issue Date: | 2023-01-05 15:14:53 (UTC+8) |
| Abstract: | 台灣婚禮產業每年產值一千億以上，雖然少子化的因素結婚對數持續下降，但是因為 經濟成長，生活品質的提升，又有晚婚的趨勢，結婚年齡平均約為 32 歲的關係，讓產 值非但沒有下滑反而不斷地提升，每一對新人的預算從 2015 年的 750,000 元提升到 2018 年的 1,000,000 元，是一個可以永續發展的產業。
本研究的目的如何面對，新世代的年輕人對婚禮的需求，不斷地在求新求變，都希望 「婚禮不是一場飯局」，而是能夠展現個人的特質， 偏好來辦一場值得終身回憶的婚 禮，如何透過策略行銷 4C 架構分析來吸引年輕人到青青婚宴集團的場地舉辦婚宴。
如何應用外顯單位效益成本(C1)買者成本效益的思為推出譲新一代年輕消費者喜愛 的創意埸地、感動服務、主題婚禮。並使用垂直整合及水平規模經濟的方式，讓每一 場婚禮的成本降低，提升婚禮宴會的 CP 值。 善用口碑行銷，應用數位行銷廣告，定期舉辦婚禮體驗營來減少「顧客搜尋成本」 (C2)。建立品牌在戶外婚禮的領導地位，舉辦感動服務分享，讓新人樂意在各婚禮 平台為我們發表推薦文章，解決顧客道德危機成本(C3)。進行數位転型，引進顧客 管理 CRM 系統，人資教育系統，提升人員及系統的專屬陷入(C4)
Taiwan`s wedding industry has an annual output value of more than NT$100 billion. Although the number of marriages due to low birthrates continues to decline, since economic growth and living quality increase young people tend to marry late
the average age of marriage is around 32 years old; the output value has not declined. To instead, the budget for each new couple increased from NT$ 750,000 in 2015 to NT$ 1,000,000 in 2018.
Wedding is becoming a sustainable industry. The purpose of this research is to find out the needs of new generation of young people for weddings.
“Wedding is more than a dinner party", it has to have personal characteristics and a wedding tells a lifelong memory.
The following will use 4C marketing analysis structure to develop the strategy to attract young people of choosing Qingming Wedding Banquet Group’s venue for most preferable wedding venue.
It will utilize the explicit unit benefit cost (C1) buyer cost-effectiveness thinking for young generation of creative venue, impressive service, theme wedding. With vertical integration and horizontal economies of scale to reduce wedding ceremony cost and increase CP value.
Make effective use of word-of-mouth marketing, apply digital marketing advertisements, and regularly hold experiencing wedding champions to reduce "costs of search customer" (C2).
Establish the leading position of the brand in outdoor weddings, hold touching service sharing, and make the newlyweds’ endorsements on various wedding platforms and placing recommended articles to reduce the cost of customer moral crisis (C3). Conduct digital transformation and introduce customer management CRM system, human resources education system, improve the exclusive trapping of personnel and systems (C4) |
| Reference: | 巫立宇、邱志聖(2015)。銷售與顧客關係管理。台灣:新陸書局股份有限公司。
邱志聖(2020)。策略行銷分析架構與實務應用(五版)。台灣:智勝文化事業有限公 司。
經濟部商業司(2008)。引領商業趨勢與思維。經濟部商業司。
汪志謙、朱海蓓(2022)。峰值體驗。天下雜誌。
青青婚宴文創集團婚禮顧問團隊(2021)。婚禮顧問(三版)。五南出版社。
賴怡美(2020)。台灣優質婚宴精選推薦。新娘物語。 |
| Description: | 碩士
國立政治大學
經營管理碩士學程(EMBA)
109932411 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0109932411 |
| Data Type: | thesis |
| DOI: | 10.6814/NCCU202201698 |
| Appears in Collections: | [經營管理碩士學程EMBA] 學位論文
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| 241101.pdf | | 5108Kb | Adobe PDF2 | 65 | View/Open |
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