海外婚礼是现代服务业的一种，它是中国婚庆行业发展到一定阶段的产物。 当今时代，年轻人更崇尚独特的婚礼形式，婚礼服务也从以往的千篇一律朝着 定制化、个性化的方向发展。海外婚礼在这样的风潮中也渐渐为人所知。媒体 对明星婚礼的报道也使大众对海外婚礼有了了解，海外婚礼也成了部分小夫妻 的婚礼新选择。 本文研究的目的是通过对海外婚礼项目各个组成部分的分析，全面评估异 度浪漫海外婚礼项目，使项目经营者总结发展过程中的经验教训，也为投资人 或者投资机构提供一定的决策支持。本文研究的内容主要有海外婚礼市场分析 和项目产品定位、项目商业模式分析、项目的推广与维护、项目组织与管理、 财务和风险分析。研究的方法主要是文献研究法。本文通过收集有关海外婚礼 的各种资料，包括网络资料、视频音像等，来分析海外婚礼发展的现状和未来， 对于深入研究海外婚礼行业有一定的参考价值。本文在研究过程中用了事例对 比分析的方法，比较了各个海外婚礼公司的优点和缺点；同时也运用了调查问 卷的数据进行分析，有一定的说服力。 通过分析海外婚礼项目的各个板块，本文的研究结果是海外婚礼服务在中 国，尤其是在河南发展并不充分，消费者还未被完全教育，因此还有较大的市 场发展潜力。异度浪漫海外婚礼项目依托于地缘优势和人口优势，在未来河南 的海外婚礼市场上还是有较大的扩张空间。总体来说，异度浪漫海外婚礼服务 项目是一个低投入、轻资产型的项目，有一定的投资价值。此外，本文通过对 海外婚礼全面的剖析，也为郑州异度浪漫文化传播有限公司指出了明确的发展 方向和运营模式，有一定的指导意义。 关键词，海外婚礼；异度浪漫海外婚礼项目；婚庆行业；创业II Abstract Overseas Wedding business is one type of modern service business. It appears according to the development of Chinese wedding business. Nowadays, young couples prefer more distinctive wedding styles, thus wedding service turns from the same wedding packages to tailored, personal weddings. Overseas wedding are becoming known by common people with this trend gradually. In addition, people obtained more information about overseas wedding due to the report of famous stars’ weddings. Therefore, overseas wedding becomes a new choice for some of new couples. The purpose of this thesis is to summarize the successes and failures for the manager of Unique Romance project through the overall evaluation of the overseas wedding business by analyzing the composed parts of it. The thesis result could also provide some support information for the investment organizations or investors as a reference. The contents of this thesis mainly includes overseas wedding market analysis and the product design of this project; the business mode analysis of this project; the promotion and maintenance of this project; the organization and management analysis of this project; the financial and risk analysis of this project. The main research method of this thesis is literature analysis. This thesis is to discuss the the current situation and future development of overseas wedding business by collecting many information about overseas wedding, including web information, photos and videos. It has some reference value for the research of overseas wedding. This thesis also used the technique of case analysis to compare the advantages and disadvantages of different overseas wedding companies. Simultaneously, this paper also used the data collected from the questionnaire to analyse wedding business, which is credible. Through analyzing the different parts of the overseas wedding project, this paper proved that overseas wedding has great potentiality in the future in China,especially in Henan because this business hasn’t developed well in Henan, and the consumers here hasn’t been fully educated. Thus based on the regional and populationIII advantages, Unique Romance overseas wedding project will get large development in the future in Henan. In a word, Unique Romance wedding project is a low input and light-asset project, therefore it has some investment value for the investment organizations. In addition, This thesis also points to the right direction of development and operation mode for the Zhengzhou Unique Romance Culture Communication Co., Ltd through the entire analysis of overseas wedding business. Key Words: Overseas wedding; Unique Romance overseas wedding project; wedding industry; startupI 目录 摘要..................................................... I Abstract................................................ II 第一章 绪论.............................................. 1 第一节 研究背景及意义 ..........................................1 一 研究背景 ........................................................ 1 二 研究意义 ........................................................ 2 第二节 研究方法及研究思路 ......................................3 一 研究方法 ........................................................ 3 二 研究思路 ........................................................ 3 第三节 报告贡献 ................................................4 第二章 海外婚礼市场分析及项目产品定位.................... 5 第一节 项目简介 ................................................5 第二节 海外婚礼市场前景分析 ....................................6 一 海外婚礼产业发展现状 ............................................ 6 二 海外婚礼市场需求分析 ............................................ 7 三 海外婚礼市场趋势与预测 ......................................... 10 第三节 海外婚礼现有公司对比分析 ...............................11 第四节 产品分析及定位 .........................................13 一 产品介绍及特性 ................................................. 13 二 产品商业价值 ................................................... 13 三 产品设计及定位 ................................................. 14 第三章 商业模式分析..................................... 17 第一节 零售模式 ...............................................17II 一 传统门店经营 ................................................... 17 二 互联网+经营 .................................................... 20 第二节 平台模式...............................................................................................22 第四章 项目推广与维护................................... 25 第一节 项目推广 ...............................................25 一 线下推广 ....................................................... 25 二 线上推广 ....................................................... 26 第二节 项目维护 ...............................................27 一 线下维护 ....................................................... 28 二 线上维护 ....................................................... 28 第五章 项目组织与管理................................... 30 第一节 创业团队的组成和组织架构模式 ...........................30 一 创业团队组成 ................................................... 30 二 企业组织架构模式 ............................................... 31 第二节 核心团队的激励与管理 ...................................34 第三节 项目运作管理方式 .......................................34 第六章 财务和风险分析................................... 41 第一节 项目投资和融资分析 .....................................41 一 融资需求 ....................................................... 41 二 投资收益回报 ................................................... 42 三 融资渠道 ....................................................... 47 四 投资退出规划 ................................................... 47 第二节 项目风险分析 ...........................................48 一 项目风险来源 ................................................... 48 二 风险对策 ....................................................... 49 结论.................................................... 51III