【文章內(nèi)容簡介】 their own in the fierce petition, the formulation conforms to its own strategy is particularly this paper, the Zijin County ChengnanLily Wedding photography shop as an example, systematically analyzes the consumer psychology, Zijin County of wedding photography industry, analysis on the current management of the Zijin County ChengnanLily Wedding photography shop, according to the data, and proposes the solution to the existing problems, and to develop in line with their promotion strategy, hope that through these promotion strategy changes can let the South Lily Wedding photography shop out of the present predicament, and develop their own customer groups, bring Ever fount benefits for the ：Wedding Photography Shop。Competition。Promotion Strategy目 錄 緒 論.......................................................................................................................................1 ................................................................................................................1 ............................................................................1 本課題的研究意義...............................................................................................2 文獻綜述...........................................................................................................................2 國內(nèi)研究...............................................................................................................2 國外研究...............................................................................................................3 ........................................................................................................3 研究方法...............................................................................................................3 研究內(nèi)容...............................................................................................................4 2 促銷相關(guān)理論概述.....................................................................................................................4 ........................................................................................................................4 ............................................................................................................................4 ......................................................................錯誤！未定義書簽。3 紫金縣城南百合婚紗攝影店促銷策略分析.............................................................................6 紫金縣城南百合婚紗攝影店簡介...................................................................................7 ..............................錯誤！未定義書簽。....................................................9 （服務）同質(zhì)化................................................................................9 ，現(xiàn)行營銷渠道拓展乏力............................................................9 ...................................................9 結(jié)論...........................................................................................................................................10 ..................................................................................................................10 ..................................................................................................................12 ......................................................................................................12 ..............................................................................................................13 ......................................................................................................13 ......................................................................................................13 參考文獻：.....................................................................................................................................14 致謝：............................................................................................................................................15 緒 論上世紀90年代末以來，隨著中國經(jīng)濟的快速發(fā)展，消費者消費能力和消費水平不斷提高，婚紗攝影作為婚慶計劃的一個重要環(huán)節(jié)越來越受到消費者的歡迎和重視，婚紗攝影的消費觀念逐漸受到消費者的認可和支持，婚紗攝影行業(yè)也因此逐漸興盛起來。根據(jù)中國民營經(jīng)濟周刊的《婚姻市場有金可掘》中的統(tǒng)計，中國每年約有1000萬對新人喜結(jié)良緣，僅城鎮(zhèn)新人在婚禮上的消費就高達4183億元人民幣，其中婚紗攝影在整個婚慶支出中所占的比例約15%。婚紗攝影的市場前景非常廣闊，但是同時各種婚紗攝影店如雨后春筍般出現(xiàn)，本世紀初以來市場競爭也變得日益激烈。紫金縣的婚紗攝影行業(yè)始于九十年代末，十余年間，各大婚紗影樓先后進入紫金市場，此外，隨著行業(yè)的發(fā)展，很多攝影工作室也逐漸興起。在如此激烈的競爭環(huán)境中，紫金縣城南百合婚紗攝影店如何進行市場定位，制定合理的促銷策略，在競爭中尋求生存和發(fā)展的道路成為當務之急。紫金縣百合婚紗攝影店已經(jīng)有十幾年的歷史了，是首家在紫金縣專做婚紗拍攝的店鋪，以前我記得都是照相館居多，什么一寸照，身份證照片之類的。十幾年過去了，傳統(tǒng)的照相館已經(jīng)是寥寥無幾了，取而代之的是現(xiàn)在各大影樓。作為時尚、新潮的新興服務行業(yè)，該行業(yè)的純利潤一般都在200%上下，開影樓很容易贏利，從業(yè)者的日子都過的很滋潤。不過，自從21世紀以來，影樓業(yè)的市場狀況逐漸變得不容樂觀，經(jīng)營利潤已跌落到70%甚至更低。不少業(yè)內(nèi)人士稱，影樓業(yè)已步入“后暴利時代”。百合婚紗攝影店自開店以來，十幾年時間多了十幾家競爭對手，其中還有不少連鎖品牌入駐，有薇薇新娘，鐘愛一生等等這些連鎖婚紗攝影店搶占紫金縣婚紗攝影市場。近年，由于數(shù)碼技術(shù)的橫空出世并受到廣大消費者的熱烈追捧，影樓的“數(shù)字化”浪潮也一波接一波，企圖以此抓住挑剔的消費者，但是成功者卻是寥寥無幾，為何會是這樣一種局面？道理很簡單，攝影技術(shù)發(fā)展到今天已經(jīng)非常的成熟，1 特別是智能手機的出現(xiàn)，手機的各種美顏軟件越來