摘要：婚庆衍生品市场作为一个新兴行业，正逐渐成长为一个朝阳产业。我国婚庆市场规模巨大，消费能力惊人，而同时因为婚庆市场的蓬勃发展也带动了相关产业的快速发展。对此，婚庆衍生品市场发展及潜力研究作为婚庆衍生品市场走向振兴的一个过程手段，得到越来越普遍的社会关注。对婚庆衍生品市场发展及潜力研究有助于深入挖掘消费者的心理和对创新性婚庆衍生品的崇尚，同时也会对婚庆衍生品市场的振兴和创新提出充分的理论依据。本论文以理论与实际案例相结合的方法，首先回顾了婚庆市场的发展现状，然后对婚庆衍生品市场的市场营销现状和消费者行为进行深入分析，再结合婚庆衍生品创新性营销的成功案例，对婚庆衍生品市场的振兴发展提出可行性营销策略。5537
关键词：婚庆市场；婚庆衍生品；潜力研究
The development of wedding derivatives market and its potential research
Abstract: As an emerging industry, wedding derivatives market is growing as a sunrise industry. Chinese wedding market is huge and has amazing spending power, while booming wedding market has also led to the rapid development of related industries. However, with the accelerated social transformation, a lot of wedding derivatives now suffered an unprecedented crisis, facing threat of stagnation and even shrinking. In this regard, the development of wedding derivatives market and its potential research will get increasingly popular social concerned as a means of revitalization process. Our research of the development of wedding derivatives market and its potential will help to dig deeply in consumer psychology and advocate for innovative wedding derivatives, and also propose adequate theoretical basis of the wedding derivatives market revitalization and its innovation. This paper will use a method of combining theory with the actual case. First ,it reviews the development status of the wedding market. Next, it gives in-depth analysis of the marketing of wedding derivatives market status and consumer behavior, and then it’s combined with successful wedding derivatives innovative marketing stories and make a feasibility marketing strategy of revitalization and development of the wedding derivatives market.
Key words: wedding market；derivatives；potential research
 
目   录

一、绪论    1
(一)    研究背景    1
(二)    研究意义    1
(三)    研究思路和方法    2
二、国内外研究现状    3
(一)    国外研究综述    3
(二)    国内研究综述    3
三、婚庆衍生品市场调查分析    4
(一)    调研设计与方法    4
(二)    数据分析    4
1.）样本分布    4
2. )分析报告    5
(三)    总结    9
四、婚庆衍生品市场存在的问题    10
五、关于婚庆衍生品创新    12
（一）产品创新    12
（二）渠道创新    13
优尔、研究结论    14
（一）研究结论    14
（二）研究的局限性    14
致谢    15
参考文献    16
附录 问卷调查表    18
一、绪论
(一)    研究背景
只有了解婚庆衍生品的产生才能更好地了解他的市场。
自从上世纪90年代初中国第一家婚庆公司成立之后, 婚庆市场的蛋糕越做越大, 并牵动了交通旅游、婚纱摄影、家居用品、美容美发、首饰礼品、烟酒餐饮、等相关产业的发展。 婚庆衍生品市场发展及潜力研究+文献综述:http://www.youerw.com/guanli/lunwen_2599.html