相较于千篇一律的传统婚纱照拍摄，越来越多的年轻人追求个性化，希望到梦想的 地方，留下最浪漫的身影。大连哎呦旅游咨询服务有限公司（哎呦旅行）的旅游+全球目 的地婚礼项目就在这个市场契机下孕育而生，该产品打破往常千篇一律的服务模式，提 供定制化和个性化的服务。但由于该产品在市场初期的认知度和使用率不高，导致经营 效果不如人意。本文尝试通过有效的营销策略改善该产品所面临的窘境，以提升企业在 市场中的竞争力。 本文以哎呦旅行公司运营的旅游+全球目的地婚礼项目为研究对象，首先对该项目 现有的经营状况进行分析，剖析其在营销过程中存在的问题，查找问题产生的原因；然 后，对旅游+全球目的地婚礼市场进行内外部环境SWOT分析，明晰该项目所具备的优 势、劣势、机会和威胁；接着，对旅游+全球目的地婚礼项目的市场定位进行分析，寻找 并确认项目的目标客群，运用服务业的7P营销理论，从产品营销、价格营销、渠道营 销、促销营销、人员营销等方面对旅游+全球目的地婚礼项目的营销策略进行组合分析， 制定适合哎呦旅行公司的营销策略; 最后从营销团队打造、品牌力提升等方面对该组合 策略的实施提供保障措施。 本文研究结果既可为哎呦旅行公司的营销管理提供指导，又可为其它旅拍公司的 市场开发提供参考和借鉴。 关键词：旅游产品；目的地婚礼；营销策略；渠道营销 - II - Research on Marketing Strategy of IU Travel Global Destination Wedding Project Abstract Compared with the traditional wedding photography, an increasing number of young people pursue individuality, and hope to leave the most romantic figure in the place of dreams. Dalian IU Tourism Consulting Services Co., Ltd. (IU Travel)'s Tourism & Global Destination Wedding Project was born in this market opportunity, whose product breaks the usual service model -- to provide customized and personalized services. However, due to the low awareness and utilization rate of the product in the early stage of the market, the business results were not satisfactory. This paper attempts to improve the situation faced by the product through an effective marketing strategy to enhance the competitiveness of the company in the market. This paper takes the Tourism & Global Destination Wedding Project operated by IU Travel Company as the research object. Firstly, it analyzes the current operational status of the project, examining the problems existing in the marketing process and the cause of the problems. After that, SWOT analysis on internal and external environments of tourism & global destination wedding market is conducted, in order to clarify the strengths, weaknesses, opportunities and threats of the project. Furthermore, the paper discusses the market positioning of Tourism & Global Destination Wedding Project, to find and verify the target customers of the project. The 7P Marketing Theory of the service industry is applied to comprehensively analyze the marketing strategies of the Tourism & Global Destination Wedding Project, from the aspects of product marketing, price marketing, channel marketing, promotion marketing, personnel marketing, etc., and to formulate marketing strategies suitable for IU Travel Company. Finally, the paper provides safeguards for the implementation of the marketing mix from the aspects such as marketing team building and brand enhancement. The research results in this paper can not only provide guidance for the marketing management of IU Travel Company, but also be used as reference for the market development of other travel companies.