随着我国经济的高速发展，人们的物质生活和思想意识发生了巨大变化，传 统礼仪消费模式逐渐趋向多元化、新型化。我国以及浙江嘉兴的整个婚庆市场发 展前景良好，然而任何一个行业的发展都会随着市场需求而升级，本文主要针对 嘉兴地区的婚庆经营模式展开研究，通过问卷调查的形式立足于嘉兴婚庆企业的 发展现状以及本地消费者的需求，指出当前嘉兴婚庆企业经营模式中存在的问 题，并进一步探索其经营发展之道，从而推动嘉兴婚庆市场的规范化、市场化、 持续化发展。 通过本文的研究可以得出以下几点的结论： （1）嘉兴地区婚庆业的经营模式在业务范围上属于多元化经营模式。传统 的单一化经营模式转型为多元化经营模式的同时，也出现了市场混乱，混淆消费 者的选择。 （2）嘉兴地区婚庆业的经营思想与模式是以“设计+销售”型为主，部分婚 庆公司为“销售”型，也有极个别的企业目前还停留在“设计”型。 （3）嘉兴地区婚庆业的产品营销方式主要为差别化模式和市场目标集聚模 式。这两种模式符合多元化的销售思维，是满足消费者个性化、主题化的新式婚 礼追求的必要条件。 （4）我国整体婚庆市场的发展前景良好，但婚庆企业自身的经营规模还较 小、专业化能力还不足，集群效应的较少。 （5）嘉兴地区的婚庆模式在不断的进步，逐渐实现专业规范化和模式多样 化。但是据调查显示还仍有不足，主要体现在政府的支持力度不足、产品同质化。 （6）嘉兴地区婚庆业对现有资源的利用程度开发创新不足，经营模式存在 很大的局限性，在婚消费者的定制化需求方面还有待提升，基本上还是停留在“套 餐化”的层面上，婚庆市场仍然面临着极大的挑战。 针对嘉兴地区婚庆业在经营模式中存在的问题，本文提出了相应的优化策 略：加强自身产品创新，开拓互联网经营平台，关注客户的情感、心理等需求， 打造以为客户服务为导向的专业化婚庆服务模式，同时关注企业品牌的建设与成 本控制，通过“开源”与“节流”相并存的模式来推动婚庆企业自身的发展。此 外，还需融合政府规划、规范行业标准，并通过媒体提高企业的热度。 关键词：婚庆行业；企业经营模式；优化；嘉兴地区 II Abstract WiththerapiddevelopmentofChina'seconomy,people'smateriallifeand ideologicalconsciousnesshaveundergonetremendouschanges,andthetraditional etiquetteconsumptionpatterngraduallytendstobediversifiedandnew.Thewhole weddingcelebrationmarketinChinaandJiaxingZhejianghasagooddevelopment prospect,butthedevelopmentofanyindustrywillbeupgradedwiththemarket demand.Thispapermainlyresearchesontheweddingbusinessmodelinjiaxingarea, throughtheformofaquestionnairesurveybasedonYuJiaxingweddingenterprise developmentpresentsituationaswellasthelocalconsumerdemand,pointsoutthat thecurrentjiaxingweddingproblemsexistingintheenterprisemanagementmode, andfurtherexplorethewayofitsoperationanddevelopment,furtherpromotejiaxing weddingstandardization,marketization,thecontinueddevelopmentofthemarket. Thefollowingconclusionscanbedrawnfromtheresearchinthispaper: (1)thebusinessmodelofweddingindustryinjiaxingisdiversifiedinbusiness scope.Whilethetraditionalsinglebusinessmodelhasbeentransformedintoa diversifiedbusinessmodel,therehasalsobeenmarketchaos,confusingthechoicesof consumers. (2)thebusinessphilosophyandmodeofweddingcelebrationindustryinjiaxing districtaremainly"design+sales",someweddingcelebrationcompaniesare"sales", andsomeveryindividualenterprisesarestill"design". (3)theproductmarketingmodeofweddingindustryinjiaxingismainly differentiatedmodeandmarkettargetagglomerationmode.Thesetwomodes conformtothediversifiedsalesthinkingandarethenecessaryconditionstomeetthe consumers'personalizedandthematicpursuitofmodernwedding. (4)theoverallweddingcelebrationmarketinChinahasagooddevelopment prospect,buttheweddingcelebrationenterprisesthemselveshavesmallbusiness scale,insufficientprofessionalcapacityandlessclustereffect. (5)theweddingcelebrationmodeinjiaxingregionismakingcontinuous progress,andprofessionalstandardizationandmodediversificationaregradually realized.However,accordingtothesurvey,therearestillsomedeficiencies,mainly reflectedinthelackofgovernmentsupportandproducthomogeneity. (6)theweddingcelebrationindustryinjiaxingisshortofinnovationinthe developmentofexistingresources,andthebusinessmodelhasgreatlimitations. Thereisstillroomforimprovementinthecustomizeddemandofweddingconsumers, whichbasicallyremainsatthelevelof"setmeal".Theweddingcelebrationmarket III stillfacesgreatchallenges. Weddingindustryinjiaxingareasontheproblemsexistinginthemanagement pattern,thispaperputsforwardthecorrespondingoptimizationstrategy:tostrengthen theinnovationoftheirproducts,expandtheInternetbusinessplatform,payattention totheemotionalandpsychologicalneedsofcustomers,creatingthoughtcustomer serviceorientedprofessionalweddingservicemode,atthesametimepayattentionto enterprisebrandconstructionandcostcontrol,throughthe"opensource"and "throttling"modetopromotethedevelopmentofweddingcompaniesthemselves.In addition,thereisaneedtointegrategovernmentplanning,regulateindustrystandards, andincreasecorporateheatthroughthemedia. Keywords:weddingindustry;businessmodel;optimizing;Jiaxingarea IV 目录 中文摘要................................................................................................................I 英文摘要..............................................................................................................II 目录..............................................................................................................IV 1引言..............................................................................................................1 1.1研究背景....................................................................................................1 1.2研究问题....................................................................................................2 1.3研究目的及意义........................................................................................2 1.3.1研究目的........................................................................................2 1.3.2研究意义........................................................................................2 1.4研究内容....................................................................................................3 1.5研究方法....................................................................................................4 2理论背景............................................................................................................5 2.1企业经营模式的概念................................................................................5 2.2企业经营模式的构成维度及要素............................................................5 2.3婚庆企业经营模式....................................................................................6 3我国婚庆企业经营模式现状及发展过程概述..............................................11 3.1我国婚庆行业现状分析..........................................................................11 3.1.1产业链规模初见..........................................................................11 3.1.2企业数量不断扩大......................................................................11 3.1.3企业规模偏小..............................................................................11 3.1.4消费规模不断增长......................................................................12 3.2我国婚庆企业经营模式的构建过程......................................................13 3.2.1兴起和起步阶段..........................................................................13 3.2.2持续发展阶段..............................................................................13 3.2.3婚庆模式转型阶段......................................................................13 4研究设计..........................................................................................................14 V 4.1嘉兴地区调查方案的设计......................................................................14 4.1.1研究对象选定..............................................................................14 4.1.2访谈调查实施..............................................................................14 4.2调查结果分析..........................................................................................15 4.2.1嘉兴地区婚庆业的经营模式呈现规模化...................................15 4.