Wedding Service Industry Study (Sh, Cn)

Wedding service industry study

Wedding is a dream, wedding is an experience and wedding is also a trouble for newlyweds. Fortunately, with the assistance of the wedding service companies, new couples are being able to enjoy the whole process without troublesome bagatelles. Here, we would like to define the wedding service companies clearly: They are companies who offer wedding ceremony services. There are also some wedding related companies such as honeymoon trip agency and the photography studio, however, in this report we will only discus the wedding service industry in a relative smaller conceptual framework and analyze the market background, service components, service problems and future development of the industry.

1.The background of wedding service

1.1.Wedding service in China

Although wedding service is quite mature in overseas countries, especially in Japan where the package of wedding service is perfect and has great influence on GDP, it is quite fresh in our country. The wedding service evolved in 1990s in china with few items can be selected and with the average cost below one thousand per couple. In the following decade, the wedding service has witnessed significant changes in young couples’ taste, culture and purchasing psychology, while greater emphasis has been laid on the combination of traditional wedding style and western wedding style. Nowadays, after about 10 years’ development, the total national turnover derived from wedding is up to 2.5 billion. Hence we have every reason to believe that in 2010 the huge wedding market will above100 billion RMB, while creating about 100 billion relevant demand in catering, traveling, food, costume and so on!

1.2.Wedding service in Shanghai

The wedding service in Shanghai boasts the fashion-leading role in contrast with other mainland cities. For example, it is in shanghai that candle-lighting wedding, church wedding, villa wedding, yacht wedding and fire balloon wedding are first introduced and win city wide attention! These facts do demonstrate the culture of the metropolis that is young, seeking for fashion and honoring personality! During the last decade, wedding firm has mushroomed form 2 to 500, with 62% coverage in about 100 thousand new couples annually. So here comes the great potential for this industry when we just assume that in average each couple use 5 thousand in employing a wedding firm for hair-dressing, emcee, photograph, car rental or jollity scene, then the total market will be 6 billion!

1.3.Problems need to be improved

Because of the low entry level, more people have involved in this industry. The personal capability and service awareness should be enhanced; Because of the fierce competition in this industry, some malign competition should be banned for the long-term development of the whole industry.

The high compliant rate sends the signal that the service needs further improvement! That’s why we select this project. We aim at finding the gap between customer expectation and real service provided and we will put out our detailed suggestion for this industry!

1.4.Shanghai wedding guild

In Aug 2003, the shanghai wedding guild was established, aiming at rebuilding the image of this industry by regulation, protecting the lawful right of consumer , enhancing the overall quality of wedding service by training.

2.Methodology

2.1.Data collection

The data collected from the following two ways: First is the second hand information: internet, wedding firms’ website, wedding guild website and advertising. Second, we have conducted interview with both customers and wedding firm.

We have interviewed 3 customers.

On Dec.12, consumer A, who have been married for 8 months,

On Dec.13, consumer B, who have been married for 1 year

On Dec.16, consumer C, who have been married for 3 years.

Two wedding firms were interview by us, they are Jin Ma wedding, and WeiWei bride.

2.2.Wedding service firm interviewee introduction

Jin Ma Wedding is one of the biggest and the most professional wedding firms in Shanghai. They have serviced 150 thousands couples since they established 15 years ago. In recent years, they were reported by a lot of media, such as “Xinmin News” , ”Wenhui” , ”Jiefang daily news”,and attended several wedding trade fairs.

WeiWei Bride, as a well-known brand in the wedding market, has been accepted by a lot of people. They have a large number of professionals and aboundant experience in wedding market. They have the ability to host the topical wedding ceremony as villa ceremony, church ceremony and yacht wedding. Their alliance with the restaurant and car-renting company make them could offer “one-stop”service.

3.The marketing mix in wedding service

In discussing the wedding service, we’d like to address the following basic strategic elements of service marketing: product, promotion, price, process and people. Place and physical environment are not concluded in the marketing mix, because place for wedding service is of less importance and we found it unnecessary to carry on the analysis and physical environment will be introduced as an elements of product and will be discussed in the first part of marketing mix.

3.1.Product elements

Here we use the service flower method to introduce the wedding service.

3.1.1.The core product:

The core product of a wedding is defined as a kind of experience, a romantic and memorable process. It is one of the most important things in a person’s life, as well as a unique experience most people will only have once. Around this core product, supplementary elements realize and augment this practice.

3.1.2.Facilitating service:

Service selection pool:

the wedding firms provide various kinds of services that are usually according to different clients.

Basic intangible service such as photograph and kinescope, professional make up girls, master of ceremony, wedding fleet,