Strategic Marketing Analysis of Wedding Industry

• Main Authors: Cheng-chuan Lee, 李政全
• Other Authors: Hao-Chieh Lin
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/bdk734

碩士 === 國立中山大學 === 高階經營碩士班 === 103 === The wedding industry in Taiwan is the leading role in Asia. In the recent year, due to private studios that deal with wedding related affairs thrive in Taiwan, the rival degree within the industry is tension. In the result, the traditional wedding business must to react to the situation to avoid to be driven away from the industry and stick to the market share. For example, apply differentiation strategy or offer high quality but cheap price wedding dresses. 　The research offers the analysis of wedding industry and takes Sophia Wedding Company as a successful example to give other wedding businesses a guide for future development. By various marketing analysis tools, the research gives the conclusion of key successful factors of Sophia Wedding Company. 　In the practical contribution, the research use the game theory to analyze the business model of Sophia Wedding Company, which provide a whole new thought of the way to overview the industry.