摘要
婚庆文化是中华民族几千年来传承的重要风俗文化之一，随着时代发展，特
别是改革开放以来，随着我国经济稳步上升，围绕婚礼而产生的一系列产业也迅
猛发展，成为可以与电商、交通、游戏等领域并驾齐驱的万亿级市场，具有十分
广阔的市场前景。然而如此庞大的市场规模下，迄今为止全国范围内婚庆文化行
业仍旧保持“区域划割、占山为王、单兵作战、分散经营”的局面，多年处于行
业标准不一，缺乏有效整合的境地，始终未能出现一家整合上下游产业链的平台
类独角兽企业。
本文所选取的研究对象，“XP婚庆文化公司”是鄂尔多斯市首支专业化庆典
主持人队伍，是集婚礼主持，婚礼管家，婚礼督导，政务，商务主持等诸多功能
于一体的综合性主持服务企业，立足鄂尔多斯、辐射晋陕蒙及全国市场，经过5
年发展，目前共有优秀主持成员40人，年接单量5000余场，年销售额近1000
万元，成为鄂尔多斯市乃至周边地区首屈一指的婚庆文化品牌，具有良好的职业
素养以及广泛的客源基础，盈利能力更是毋庸置疑。但经过多年发展，该公司目
前也已从高速发展期进入到增长缓慢的瓶颈期，如何转型发展、如何制定科学合
理的未来发展战略规划成为该公司亟待解决的问题。
因此本文以XP婚庆文化公司发展战略为研究课题，通过对婚庆文化行业的
发展环境以及XP公司发展历程的调查分析，运用多种战略分析工具，对其发展
战略的选择、制定和实施保障进行深入分析研究探讨，提供合理化建议。在论文
整体框架编排方面，本文主要通过四个部分开展研究工作。首先就论文的选题背
景、研究意义以及行业发展概况等内容进行详细介绍，梳理目前婚庆文化行业国
内发展现状，并提出研究目标。第二是分别运用PEST模型、波特五力模型以及
SWOT分析法等工具，对XP婚庆文化公司所面临的宏观环境、行业与市场环境以
及内外部竞争环境和竞争条件下的态势进行全面分析，深入分析婚庆行业及XP
公司目前发展现状及存在问题。第三是立足于分析结果，结合XP公司目前面临
的机遇和挑战，制定和选择对XP公司最优的发展战略。最后结合XP公司的经营
实际，提出发展战略的实施计划和保障措施，确保发展战略能够有效落地实施，
解决XP公司发展瓶颈问题。
关键词：XP公司婚庆文化发展战略 SWOT 分析战略实施

Abstract
Wedding culture is one of the important customs and cultures inherited by the
Chinese nation for thousands of years. With the development of the times, especially
since the reform and opening up, with the steady rise of China's economy, a series of
industries around wedding have also developed rapidly. It has become a trillion
market that can keep pace with e-commerce, transportation, games and other fields,
and has a very broad market prospect. However, with such a huge market scale, so far,
the wedding culture industry across the country still maintains the situation of
"regional division, mountain domination, single soldier operation and decentralized
operation". For many years, it has been in the situation of different industry standards
and lack of effective integration, and has never been able to have a platform Unicorn
enterprise integrating the upstream and downstream industrial chain.
The research object selected in this paper, "XP wedding hosting company" is the
first professional celebration host team in Ordos. It is a comprehensive hosting service
enterprise integrating wedding hosting, wedding housekeeper, wedding supervision,
government affairs, business hosting and many other functions. It is based on Erdos,
radiates Shanxi, Shaanxi and Inner Mongolia and the national market. After five years
of development, At present, there are 40 excellent hosting members, with an annual
order receiving volume of more than 5000 and an annual sales volume of nearly 10
million yuan. It has become the leading wedding hosting brand in Ordos and even the
surrounding areas. It has good professional quality and extensive customer base, and
its profitability is beyond doubt. However, after years of development, the company
has also entered the bottleneck period of slow growth from the period of high-speed
development. How to transform and develop and how to formulate scientific and
reasonable future development strategic planning have become urgent problems for
the company.
Therefore, this paper takes the development strategy of XP wedding hosting
company as the research topic, through the investigation and analysis of the
development environment of wedding culture industry and the development process
of XP company, and uses a variety of strategic analysis tools to conduct in-depth
analysis and Discussion on the selection, formulation and implementation guarantee
of its development strategy, so as to provide reasonable suggestions. In the overall
framework of the paper, this paper mainly carries out the research work through four
parts. Firstly, it introduces the topic selection background, research significance and

industry development in detail, combs the current domestic development status of the
wedding culture industry, and puts forward the research objectives. The second is to
use PEST model, Porter's five forces model and SWOT analysis to comprehensively
analyze the macro environment, industry and market environment, internal and
external competitive environment and situation under competitive conditions faced by
XP wedding hosting company, and deeply analyze the current development status and
existing problems of the wedding industry and XP company. Thirdly, based on the
analysis results, combined with the opportunities and challenges faced by XP
company, formulate and select the best development strategy for XP company. Finally,
combined with the actual operation of XP company, this paper puts forward the
implementation plan and safeguard measures of the development strategy to ensure
the effective implementation of the development strategy and solve the development
bottleneck of XP company.
Key words: XP company wedding culture development strategy SWOT analysis
strategy implementation
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