The Study of Marketing Strategies in Wedding Market – The Comparison of International Tourist Hotels and Wedding Plazas in Taipei

• Main Authors: Kuan-ya Chen, 陳冠雅
• Other Authors: Hsin-Hui Hu
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/75h6uy

碩士 === 銘傳大學 === 觀光研究所碩士在職專班 === 97 === Wedding banquets are not affected by economic recession, as no wedding should be taken lightly under any circumstances. Hence, many of the free standing restaurants are now rapidly investing into this market and focusing on this goldmine. Establishments spare no expense on the hardware and software in order to dominate the market. Liverish function rooms, innovating staging and tailor made wedding services have now created an urge for investments. Large wedding plaza are continually been renovated and with new venues been opened, which seems to be the main flow of direction. Now every wedding venue companies are facing the the same challenge of not only trying to maintain and expand their current market shares, but also trying to exploring different areas in order to stand out from the competitive market. A qualitative research was applied to interview managers from International Tourist Hotels, such as Grand Hyatt and Sheraton, and Wedding Plazas, such as Wedding House, Hwa Yong Taipei and Amazing Hall. Interviews were conducted in the light of understanding their SWOT, marketing strategies, and market trend under the current condition, which birth rate and marriage population have decrease drastically over the years. Research findings are as below: 1.Wedding plazas have affected catering business for hotels which are older than 15 years but not for International Tourist hotels. 2.The biggest advantage of international tourist hotels is brand name. In comparison, even though Wedding Plazas lack in branding, but they have the flexibility on menu pricing and wedding package content. Moreover, Wedding Plazas are directly managed by owner, in which the management system is much more direct and efficient. Another advantage that the Wedding Plazas have is with the continual opening of new wedding venues, many Wedding Plazas now have the most up-to-date hardware comparing with most of the International Tourist Hotels. Wedding Plazas are not aiming for the top pyramids’ clients, so they are often aiming for quantity not necessary quality. 3.Reduced in birth rate and marriages have encouraged and educated wedding couples on the necessity and the completeness of the wedding package. Services such as wedding planner, wedding butler and event planner are now a new focal point for wedding couples.