| چکیده انگلیسی مقاله |
Introduction: The marriage industry is a growing phenomenon that has transformed the cultural purpose of marriage into a platform for economic and commercial activities. The planning of wedding ceremonies has increasingly shifted from families to specialized service providers, encompassing various professionals such as hairstylists, tailors, jewelry vendors, photographers, and catering companies. This trend of specialized wedding services, coupled with families' eagerness for lavish celebrations, has fueled the expansion of service centers. This has created value and wealth within the marriage phenomenon. The objective of this research is to identify the “primary” activities in the value chain of the marriage industry, identify the “supporting” activities in this industry, and present a “model” of the value chain in the marriage industry.
Method: This research employed an exploratory and qualitative approach. In this approach, three primary sources were employed. 1)a review of existing documents to identify the various activity centers within the marriage industry. 2) a review of online information pages of each of the marriage industry sectors to identify areas of activity and services in this industry. 3) interviews with 33 managers of service centers in order to provide a value chain model in the marriage industry. This research was conducted in Mashhad city.
Findings: Based on the research findings, 12 major sectors are active in the marriage industry which include clothing, hairdressing, jewelry, wedding car, advertising, floristry, wedding table arrangement, videography, event halls, notary services, ceremony management, and gifts. The “primary” activities of the value chain in the marriage industry were identified as: thinking and recognizing opportunities, developing a business plan, attracting and organizing resources, initiating a business, and maturing are the “Furthermore, basic infrastructure, government policies and support, human resource management, securing financial resources, consulting, and skills training are the “supporting” activities in the value chain of this industry. Finally, a business model of the marriage industry value chain was developed, which includes four dimensions: product, customer interaction, structure management, and financial dimensions, and nine key components: value delivery, target customer, distribution channel, relationships, value creation, capability-centricity, partner network, cost structure, and revenue model.
Conclusion: On the basis of the research results, the primary activities, supporting activities, and business model of the marriage industry in Iran were identified and designed. Due to changes in the lifestyle of young people and cultural changes, the marriage industry is trying to transform itself and provide up-to-date services. However, many sectors of the marriage industry in Iran are still not fully specialized. . |