湖南会展营销的现状分析与对策_徐勋美.pdfVIP

15 4 () Vo1115 No14 2008 8 JOURNAL OF HUNAN UN IVERSITY OF COMM ERCE Aug1 2008 (湖南商学院 工商管理学院, 长沙 410205) 1 2湖南已基本具备举办大型国内地区性会议展览的能力, 但也存在会展营销理念 后, 城市会展定位不清晰; 政府协会 企业合作以及与国际组织的合作不够; 营销渠道不畅, 网络不完善, 资源利用不充分等问题湖南会展营销 一方面应从政府协会等宏观 层面理顺行业管理机制, 同时作为微观层面的会展公司, 应强化市场定位凸显会展主题着力打造会展品牌, 并以整合营销传播为手段, 加强展前展中展后沟通, 以此提升湖南会展营销的整体水平 12 会展营销; 会展公司; 会展品牌; 整合营销传播; 湖南 12 G245; F0631 1 12 A 12 1008-2107 ( 2008) 04-0100-03 A na lys is on P resent S ituation o f Hunan M CI E Ma rketing and Counte rmeasu res XU Xun- mei (School of B usiness M anag em ent, H unan Un iversity of Comm erce, Chang sha 410205) [Abstra t] unan province is providedw ith the capacity tohold large- sized national and regionalexhibitions while someproblems still exist inM ICE marketing such as backwardmarketing concept, unclear positioning, inade- quate cooperation bewt een governments, associations, enterprises and international organization, unsmooth market- ing channel, mi perfect newt ork system and insufficient resource utilization1 This paper put forwards some sugges- tions: on one hand, governments should maintain managerial system wel;l on the other hand, M ICE companies should strengthen positioning and communicating so as to mi prove the overall levelof unanM ICE Marketing1 [Key words] M ICE marketing; M ICE company; brand; IMC; unan , , , CE ( Convention and exposition) 2007, , M ICEE , , , 2007 , () , , / 0 : ,