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The Study Of Brand Strategy For Wedding Consultant Companies In Taiwan
Cheng Ling Lin
Wedding consulting industry developed in Taiwan is one of the paradigms of Asian cultural industries.However,along with the decline of the marriage rate and the popularity of late marriage as well as bachelorism, the winter smothers the wedding consulting industry. Thereby,the industry struggled to transform to echo the nowadays need throughout the wedding arrangement.Couples today tend to request the comprehensive services and that request brings out the emerging of wedding consulting companies. A wedding is the very consumption that normally occurs once in the lifetime, and thus couples would usually ask for perfection. Nonetheless, the busy modern life style seriously contradicts with the time consuming wedding preparation. Hence the wedding consulting companies provide services to deal with all the tasks during the whole wedding arranging period.Moreover, such services have to ensure that the process is full of joy. The purposes of this research are twofold. The first one is to explore the development of the wedding consulting industry in Taiwan and the status quo of the market. The second one is that this study deliberates the brand strategy of the companies and their innovation as well as the brand equity the companies adopt to build the brand reputation. Through the sampled questionnaires, the companies’ recognition of the brand operation is understood. Interviews with the selected companies, together with the collected secondary data, the methods of brand operation adopted by the companies are revealed. The research further compares the theory of brand strategy and the actual way of brand operation implemented by the companies. Lastly, through the understanding of the leading companies’ brand strategy in the industry and the comparison of the brand strategy employed by the companies with different sizes, this research inducts the practical thoughts on brand marketing. The findings of this research show that the wedding consulting companies in Taiwan well acknowledge the importance of the brand recognition. However, owing to the lack of professional staffs associated with the brand development, there is still room for enhancement of the brand performance. The main operating strategy of the companies in this research is product line stretching. Under the brand operation, the companies devote to other fields under the support of the realized profits, and thus the scope business is broadened. The goal of brand stretching is then achieved. A successful company is well aware of its brand strategy and its direction of development like some well-known hotels. However, personal wedding consulting studios are tackling the difficulties of brand decision. Therefore, raising the brand association, brand loyalty and the visibility are all vital purposes of brand operating performance improving. Besides the word of mouth marketing, it is crucial to innovate the means of marketing. The performance of brand operation can be recognized from the enhancement of the brand loyalty of employees and the customers.
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