當代婚禮顧問的角色與行銷策略之研究

摘要近十多年來人口少子化，以及不婚族的問題日益嚴重。大家對於婚禮的精緻化，婚禮顧問服務的需求也日益增多，故本研究針對現代婚禮顧問的角色及行銷策略討論的主要目的。在本次主題研究報告裡，採用四個研究的方法，作為研究如何選定婚禮顧問的依據及參考。產品：是否具有差異性，因為婚顧是以無形的服務價值，為主要的訴求導向。價格：如何創造物超所值，所以在此所提倡的絕不是價格因素，重點是如何開創藍海策略。通路：依照每家婚顧公司的特色，達到O2O 線上與線下的整合。促銷：如何以該公司的特質經營導向，達到CP 值最高的行銷整合效應。在這次研究的內容與範圍裡，最主要以專家訪談法。而透過訪談公司負責人或高階主管，以了解他們在各個領域的專業性。也依照每位專家訪談過程，依其專業的領域，深入淺出的訪談內容，以及各個產業的優勢，及行銷的策略，如何達到婚禮服務的差異化，讓時下將欲結婚的新人，將會有更多的選擇性達到多元化的婚禮選項。本次研究過程裡，質化的研究方向，讓我們發現方便性，是日後在服務領域產業裡所不可或缺。除了婚顧產業之外，甚至很多相關的服務業，蓬勃發展日益興起。包含運輸業、外送業、電商業、殯葬業、大健康業等等…都是現代人比較大的服務需求。這些部分也確切的解決了，一般人不會做、沒時間做、不想做的問題！通通交給專業行業解決了。

關鍵字

婚禮顧問、客製化、行銷策略、個案分析、質化研究、專家意見訪談法

並列摘要

Abstract In the past ten years, the birthrate has become declining and the problem of unmarried people has become increasingly serious. People have an increasing demand for the refinement of weddings and the services of wedding consultants. Therefore, this research aims at the main purpose of discussing the role of modern wedding consultants and marketing strategies. In this thematic research report, four research methods are used as the basis and reference for studying how to select a wedding consultant. Product: Whether it is different, because wedding consultant is based on the intangible service value, which is the main appeal-oriented. Price: How to create value, however advocated here is by no means a price factor, but the focus is on how to create a blue ocean strategy. Channel: According to the characteristics of each wedding company, to achieve the integration of O2O online and offline. Promotion: How to achieve the marketing integration effect with the highest CP value based on the company's characteristic of management orientation. In the content and scope of this research, expert interviews are the main methodology. With the interviews with company leaders or senior executives, to understand their professionalism in various fields. In accordance with the interview process of each expert, based on their professional field, the content of the interview are conducted in a simple way, to analyze the advantages of each industry, and the marketing strategy, and how to achieve the differentiation of wedding services, so that the new couple who wants to get married nowadays will have more diversified options. In this research process, the qualitative research direction allows us to discover that convenience will be indispensable in the service industry in the future. In addition to the wedding industry, many related service industries are booming and rising. Including the transportation industry, outbound industry, ecommerce, funeral industry, and general health industry. These parts have also been solved, the problems that most people don’t know how to do, don’t have time to do, and don’t want to do it! All were solved by the professional industry.