上海会展品牌发展现状.doc

上海会展品牌发展现状分析 会展品牌 brand development in Shanghai Abstract: The development of exhibition economy is inseparable from the progress of the city social economy and the improvement of management level. As the Chinese exhibition economy leading, Shanghai in the implementation of brand strategy should also walk in the forefront of the country, but at present Shanghai in recognition of city, convention and exhibition industry brand connotation of the brand exhibition (meetings, festivals) there are obvious defects cultivation, industry management, the overall competitiveness of industry is not strong. The status quo of exhibition brand development understanding and analysis of Shanghai current, is to establish and perfect the system of the Convention and exhibition industry brand, create a batch of internationally competitive brand exhibition project, premise to promote a new round of development of Shanghai exhibition industry have to face. This paper from the definition of the exhibition brand, introduces the development status of Shanghai exhibition brand, and makes a deep analysis, in order to provide a reference value for the development of further promoting the Shanghai exhibition brand. Key words： Brand exhibition; Shanghai; exhibition industry 引言 1 1会展品牌释义 1 1.1会展品牌的内涵 1 1.2会展品牌的基本特征 1 1.3会展品牌构建的发展方向 1 2上海会展品牌发展现状 1 2.1上海会展品牌成功案例——农产品会展品牌化发展 1 2.1.1上海农产品会展类型 2 2.1.2案例——品牌建设主体主办的农业会展 2 2.1.3农业会展品牌推广利器 2 2.2上海会展品牌面临的主要问题 2 2.2.1会展业整体促销程度不够 2 2.2.2国际化展览公司刚刚起步 3 2.2.3会展场馆经营管理水平有待提高 3 2.2.4国际会议数量亟待增加 3 3.上海会展业品牌化发展现状分析 3 3.1形成三大区域、四个模块框架的会展场所 3 3.1.1浦东会展动力区 3 3.1.2商贸会展区 4 3.1.3文化艺术会展区 4 3.2会展公司——国有企业呈现品牌优势 4 3.3会议展览——品牌集聚式发展 4 3.3.1会议方面 4 3.3.2展会方面 4 3.4会展教育——多方合作、联合办学 5 4结论与展望 5 参考文献 6 致谢 7 引言 会展经济的蓬勃发展离不开城市社会经济的进步和管理水平的提高。随着国内外会展业的竞争加剧和城市经营等新理念的提出，许多城市都开始重视会展产业形象和品牌展览会的打造。作为中国会展经济的龙头，上海在实施品牌战略上也应走在全国前列，但目前上海在对城市会展业品牌内涵的认识、品牌展览会培育、行业管理等方面还存在明显的缺陷，产业的整体竞争力不强。了解和分析上海当前的会展品牌发展现状，是建立完善的会展业品牌体系、打造一批具有国际竞争力的品牌会展项目、促进上海会展业新一轮发展所要面对的前提。 1会展品牌释义 会展公司生存和发展的根本拥有一批品牌会展项目主要包括三个层次，即