 ==>> 点击下载文档 |
早期花艺培训的学员大多是想开花店的人或是各地大小花店的
从业者，很少有爱好者的身影。在他们看来，顾客对花卉礼品的设计
要求在提高。如果花艺水平不够，花店就会被市场淘汰。而现在的花
艺课程中，爱好者的比例逐年增加，随着对生活品质的追求，时尚美
学已经走入人们的生活。花艺学习也成为不少都市女性的时尚选择
高端花艺课程也应市场需求进入大家的视线。高端花艺课程的客户以
女性居多。她们不止于对花艺专业的需求，还希望通过花道来陶冶情
操。如何使得高端花艺课程更加满足消费者日益扩张的需求成为了行
业内待解决问题的重中之重
Bloomy&Bloom（以下简称 B&B）是属于北京丰和嘉科技有限公司
的花艺品牌。现在整个行业百花齐放、群芳争艳，如何使得 B&B 高端摘要
II
花艺课程在市场中占有优势成为了目前的研究课题
论文研究的内容共分为五个部分：
第一部分：提出论文的研究目的、研究意义、研究方法和内容及
理论基础
第二部分：通过分析 B&B 高端花艺课程、高端花艺市场及高端花
艺课程行业情况提出存在问题，说明改善的必要性、紧迫性
第三部分：通过问卷调查，对消费者进行调研，并对调研样本进
行描述性分析
第四部分：基于调研结果，对消费者对高端花艺课程的动机和态
度及消费者行为进行定量分析和一定的定性分析
第五部分：通过调研分析，使用 STP 来对 B&B 的高端花艺课程市
场定位进行相应的调整。运用 4P 理论制定符合消费者取向的营销策
略，并在一定程度上对固有的营销策略进行创新
本文尝试利用市场营销的相关理论，结合 B&B 高端花艺课程的营
销现状和发展需要，通过对消费者进行调研，利用调研结果对营销策
略做出分析与研究。旨在提出有竞争力的特色高端花艺课程营销策略，
进一步在市场推广 B&B 高端花艺课程。同时，也为高端花艺课程行业
中别的企业如何在激烈的市场竞争中获利，并提供启示和借鉴
学生姓名：李静
导师姓名：杜芹平
关键词：市场营销 市场调研 花卉课程Abstract
III
RESEARCH ON MARKETING STRATEGY OF BLOOMY&
BLOOM HIGH - END FLOWER COURSE
Abstract
China as the originator of oriental floral art and representative countries, the current training
situation and China&39;s status is not commensurate, in the international floral sector discourse is still
weak. With the continuous growth of domestic flower consumption, gave birth to the development
of China&39;s flower shop industry. The rise of floral training, and further promote the development
of the tertiary industry flower, at the same time also stimulated the development of China&39;s soft
flowers, and then step by step to enhance our position in the international floral industry.
Therefore, how to continue to improve the value of floral courses, so that it can have more
audience to stimulate the development of the industry, has become the domestic flower market
needs research objectives.
Early floral training students want to spend the flower shop or the size of the flower shop
practitioners, very few lovers figure. In their view, the customer&39;s design requirements for flower
gifts are improving. If the floral level is not enough, the flower shop will be eliminated by the
market. And now the floral course, the proportion of lovers increased year by year, with the
pursuit of quality of life, fashion aesthetics has entered people&39;s lives. Floral learning has become
a lot of urban women&39;s fashion choice. High-end floral courses should also be the market demand
to enter everyone&39;s attention. High-end floral courses are mostly women. They are more than the
professional needs of the floral arts, but also hope that through the flower to cultivate sentiment.
How to make high-end floral courses more satisfying the growing needs of consumers has become
the industry to be the most important problem to be solved.
Bloomy & Bloom (hereinafter referred to as B & B) belongs to Beijing Fenghe Jia
Technology Co., Ltd. flower brand. Now the whole industry flourishing, Qunfang blooming, how
to make B & B high-end floral courses in the market advantage has become the current research
topic.
The content of the paper is divided into five parts:
The first part: put forward the research purpose, research significance, research method and
content and theoretical basis.Abstract
IV
The second part: through the analysis of B & B high-end floral courses, high-end floral
market and high-end floral courses industry situation problems, explain the necessity and urgency
of improvement.
The third part: through the questionnaire survey, the consumer research, and descriptive
analysis of the sample survey.
The fourth part: Based on the research results, consumers of the high-end floral skills and
attitudes and consumer behavior quantitative analysis and a qualitative analysis.
The fifth part: through the research and analysis, the use of STP to B & B high-end floral courses
market positioning to adjust accordingly. The use of 4P theory to develop consumer-oriented
marketing strategy, and to a certain extent, the inherent marketing strategy to innovate.
This paper attempts to use the theory of marketing, combined with the marketing status and
development needs of B & B high-end floral courses, through the research of consumers, the use
of research results to make marketing strategies to analyze and research. Designed to present a
competitive high-end floral course marketing strategy, and further in the market to promote B & B
high-end floral courses. At the same time, but also for high-end floral arts industry in the other
enterprises in the fierce competition in the market to provide inspiration and reference.
Student Name：Li Jing
Supervised By：Du Qinping
KEYWORDS: MARKETING; MARKETING SURVEY; FORAL
COURSE目录
目录
摘要...I
第一章 绪论...1
1.1 研究的背景.1
1.2 研究的目的及意义.1
1.2.1 研究的目的.1
1.2.2 研究的意义.1
1.3 研究的思路及方法.2
1.3.1 研究的思路.2
1.3.2 研究的方法.2
1.3.3 研究的技术路线.....3
第二章 相关文献综述.........5
2.1 市场营销综述.........5
2.1.1 初创阶段 ....5
2.1.2 形成阶段 ....5
2.1.3 发展阶段 ....6
2.1.4 完善阶段 ....6
2.2 市场营销策略.........7
2.2.1 传统营销策略组合 4P........7
2.2.2 创新营销策略.........8
2.2.3 STP 分析......8
2.2.4 SWOT 分析...
。。。以上简介无排版格式，详细内容请下载查看
