会展企业营销创新策略6000.doc

目录 摘要 1 Summary 2 1.会展及会展营销含义 3 1.1会展 3 1.2会展营销 3 2.会展营销的特点 3 2.1信息高度集中,选择空间大。 3 2.2涉及行业最新前沿。 3 3.会展营销的功能 4 3.1是信息传递功能。 4 3.2促进产品和生产技术的交流 4 3.3会展活动能降低产品的供给成本，有利于供给创造 4 3.4展览会具有检验参展产品是否适销对路的功能 4 4.我国会展营销现状 5 4.1缺乏科学有效的营销工作规划。 5 4.2缺乏高素质的专业会展营销人才。 5 4.3会展营销方式单一。 5 4.4会展营销缺乏有效的宏观调控的行业自律。 5 5.国内会展未来发展趋势 5 5.1产业化趋势 5 5.2专业化趋势 6 5.3集团化趋势 6 5.4品牌化趋势 6 5.5多元化趋势 6 6.会展营销创新策略 6 6.1.营销的内容需要创新 6 6.2.营销人才开拓策略 7 6.3.营销手段创新策略 7 结论 8 致 谢 8 参考文献: 8  会展企业营销创新策略 摘要 会展经济是近年来的一种新经济现象。会展营销是指展览会组织者寻找目标市场研究目标客户需求,设计会展产品以及服务，制定营销价格,合理的选择营销方法以及维持良好客户关系等众多的销售活动的总和.会展的组展商的服务营销活动是以参展商与观众的需求为中心来进行的,是以实现会展活动的市场价值,促进服务和会展产品的供需结合为目的.随着我国会展经济的到来，会展在企业市场营销中的地位越来越重要。而随着会展市场竞争的加剧,会展营销观念将不断更新。本文在阐述会展营销特点和功能的基础上，分析了我国会展营销的现状和发展趋势，并提出了会展营销的创新策略。??? 关键词:? 会展营销?? 展览会?? 创新? ?策略 Summary Exhibition economy is a new economic phenomenon in recent years. Exhibition Marketing refers to the organizers of the exhibition to find the target market research needs of target customers, products and services exhibition design, develop marketing price, the sum of the reasonable choice of marketing methods, and maintaining good customer relations and other marketing activities. Exhibition exhibitor service group marketing activities are demand for exhibitors and visitors to the center, is the realization of the market value of MICE events to promote services and products, combined with supply and demand for the purpose of exhibition. with the arrival of Chinas exhibition economy, exhibition in corporate marketing in is becoming increasingly important. With the MICE market competition, exhibition marketing concept will be constantly updated. This paper describes the features and functions of marketing the exhibition, based on the analysis of the current situation and development trend of Chinas MICE marketing and innovation strategy proposed convention marketing. Keywords: Exhibition Marketing Exhibition Innovation Tactics ? ? 1.会展及会展营销含义 1.1会展 会展是指会议、展览、大型活动等集体性活动的简称。其概念内涵是指在一定地域空间，许多人聚集在一起形成的、定期或