上海市居民对品牌展会的影响感知与支持度亲系研究--以上海国际工业汽车展为例-research on the intimate relationship between shanghai residents perception and support of the brand exhibition - taking shanghai international industrial auto show as an example.docxVIP

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上海市居民对品牌展会的影响感知与支持度亲系研究--以上海国际工业汽车展为例-research on the intimate relationship between shanghai residents perception and support of the brand exhibition - taking shanghai international industrial auto show as an example.docx

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上海市居民对品牌展会的影响感知与支持度亲系研究--以上海国际工业汽车展为例-research on the intimate relationship between shanghai residents perception and support of the brand exhibition - taking shanghai international industrial auto show as an example

AbstractShanghaiNormalUniversityMasterofPhilosophyAbstractAstheNationalExhibitionandConventionCenter(Shanghai)iscompletedandputintouse,Shanghaihasbecomeacitywiththelargestareaofhall,thelargestnumberofexhibitionandthelargestareaofexhibitionintheworld.Shanghaivigorouslypromotestheexhibitionwithbrandandexcellentexhibition.Theexhibitionwithbrandhashighvisibility,exhibitsmorethan2millionsquaremetes,andithasmorethan20%foreignexhibitors,whileoverseasvisitorswillreach4%.Thecontentexhibitedisprofessionalandauthoritative,theexhibitionservicehasstandards,therelevantsupportingfacilitiesareperfect,thescopeofinfluenceisverywide.Residentsperceptionsandattitudesaboutexhibitionisoneofthemainfactorsofsuccessfulevents.Basedonthisbackground,thispaperchoosesthemostrepresentativeofexhibitionwithbrand--Shanghaiautoshowastheresearchobject.Thispaperusesmanymethods,suchasthequestionnaire,factoranalysis,ANOVAanalysis,structuralequationmodelingandsoon.Aimedatunderstandingofresidents’perceptionofimpactonShanghaiAutoShowandsupportforit,andtherelationshipbetweenthetwo,thispaperputforwardcountermeasuresandsuggestionstoenhancethepositiveimpactoftheshow,weakenthenegativeimpactoftheshow,andenhanceresidents’supportdegreeoftheshow.Thispaperisdividedintofivechapters.Thefirstchapterdescribesthebackgroundandsignificanceofthisresearch,andclearlydeterminesmethodsandideasofthisresearch;Inthesecondchapterrelatedconcepts(residentperceptionandattitudes,brandexhibition)areelaboratedanddefined,therelatedtheories(socialexchangetheoryandprospecttheory)areintroduced,andrelatedresearchaboutperceptionofimpactontheexhibitionactivitiesofhomeandabroadwerereviewed;ThethirdchapterisaboutthedesignofShanghairesidentsimpactontheautoshowrelationshipbetweenperceptionandsupport.Firstly,thedevelopmentofShanghaishowwithbrandisanalyzed,theShanghaiAutoShowisdeterminedastheobject.Secondly,thequestionnairesaredesigned,distributed,collatedandanalyzed,andtwobigfactorsareabstractedfromtheperceptionoftheShanghaiautoexhibitionofeffect:inco