라이프스타일 유형에 따른 호텔웨딩 연회 동기차이분석에 대한 연구

Abstract

According to the 'China Marriage Industry Development Report' released in 2017, about 12 million pairs of marriages were reported annually from 2009 to 2016 in China. Among these, 85's and 90's are influenced by reform and opening policies, and their values and lifestyles are different from those of previous generations, and they have their own unique consumption culture. Therefore, marketing strategies to meet the hotel's wedding needs according to consumers' lifestyles are becoming a key task. So, customer motivation analysis is very meaningful to understand customer behavior in detail. The purpose of this study is to establish the marketing strategy of hotel wedding banquet products by analyzing the lifestyle of unmarried women in Shanghai. The results of this study are summarized as follows. On this study, we divided two groups according to lifestyle type of unmarried women in Shanghai, China, and compared them to the general difference of hotel wedding in the hotels in each cluster. Especially in recent years, because it is the most prevalent hotel wedding among women in their twenties, it was aimed to analyze the motive difference in wedding at the hotel according to lifestyle type. For the purpose of this study, research problems were derived from the study of hotel wedding banquet, lifestyle, and motivational factors in previous research. As a result, we hypothesized that there is a difference in the motivation of hotel wedding among unmarried women in China by lifestyle type. To do this, we conducted literature research and empirical research. Based on the literature study, the framework of the theoretical basis was established, and the factor of each constitution concept was extracted and the empirical study was conducted through the questionnaire. Therefore, in recent years in China, weddings are changing into major hotel weddings. However, because of the initialization phase, it is becoming more and more specialized and customized, and consumption is gradually increasing as a medium reflecting the desire of customers to differentiate from each other according to lifestyle types. In a 5-star hotel, a wedding hall is a means of giving a new attraction by creating a special atmosphere. It is also a marketing means to differentiate it from other hotels. Therefore, in this paper, we try to establish differentiated marketing strategies by classifying the lifestyle types of customers, identifying the difference between the hotel wedding motive factors, demographic characteristics, and the difference between hotel wedding characteristics and lifestyle.