| Summary: | 碩士 === 環球科技大學 === 中小企業經營策略管理研究所 === 103 === The modern life is busy, wedding couples are often too busy to deal with tedious process of weddings. With Taiwan's fertility rate decreased gradually, marriageable men and women are increasingly delayed marriage, and married couples are also diminishing. The realization of self-actualization is the most important thing and it makes wedding couples pay more attention to the integrity of the wedding, therefore it is very important to have the professionals to plan a perfect wedding. From wedding consultants, wedding butlers, and wedding planning to wedding hosts are the services that wedding couples and the wedding industries pay more attention on.
The wedding planning plays an important role in the weddings, and it is even more important in the customized wedding in response to the ideas and requirements of the wedding couples, mainly because of different budget limits and different requirements. The customized weddings service will not only provide a variety of options for wedding couples to choose from but also provide services other than weddings such as wedding anniversary banquets, year-end banquets, baby’s one-month celebrations and so on, and constantly create new business opportunities.
This study explored Taiwaness wedding planning industry trends, market size, consumer awareness of custom wedding planning services and acceptance, and the role of "customized wedding planning" services in the wedding industry. In addition, it also explored "customized wedding planning" service marketing strategy and future development trends.
In this study utilized in-depth interviews with the professionals who have extensive experience in wedding planning industry. After the completion of in-depth interviews, the geographical and background description of interview cases were processed and the content of interview was aggregated, analyzed withSWOT analysis, Porter five forces analysis and case differentiated analysis.Then this study found that customized wedding planning services should be in the wedding thoroughly to aggressively help wedding couples to create exclusive wedding theme with unlimit creativity. The customized wedding planning services is not only in the wedding preparations, in the wedding, but also the continuous service even after the wedding. These are all the findings of this study. In order to make the wedding planning industry would be sustainable, personnel training, professional division, customized modular product design are imperative. This study could be a reference to the relevant units and follow-up study of cooperation with Tourism Bureau, forming cross-industry alliance with travel agents, promoting personnel diversified services, prompting the wedding planning industry towards internationalization, and making the wedding industry in Taiwan vigorous development.
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