“上海高新技术产业化展”的传播效果评价项目管理专业论文.docxVIP

摘要 摘要 万方数据 万方数据 摘要 自 2010 年 7 月 28 日起，上海高新技术产业化展（简称“高新展”）在 上海花园坊节能环保产业园正式展出。根据原定计划展出时间为半年。通过 政府的集中资源举办，在短时间内“高新展”达到一定的规模，取得了一定 的效果。但是对于“高新展”的传播效果是否达到办展的初衷，后期延展应 该如何优化将是后续办展面临的最大问题。同时基于“高新展”所呈的新特 征，传统商业展会的评价体系对于“高新展”的传播效果不能直接套用进行 评价。因此，本文结合国内外的相关理论和现有的评价体系，针对“高新展” 的特点，尝试建立专业性较强的针对传播效果的“高新展”项目评价体系。 本文基于“5W”传播模型理论对“高新展”的传播现状进行了分析，发 现“高新展”在传播过程中的特点。在充分借鉴普通商业性展会评估指标体 系的部分指标基础上，结合“5W”理论和“高新展”自身的特点，吸收融合 各方专家意见后，运用层次分析法等方法，构建了“上海高新技术产业化展” 传播效果的评价指标体系。围绕目标层下设 5 个准则层，共 16 个三级指标。 在确定权重分配后，通过设计问卷调查并完成数据统计和打分，得到“上海 高新技术产业化展”传播效果评价定量得分为 4.24 分（满分 5 分），定性级 别为“较好”。但是通过深入分析发现，“高新展”在“展会对上海产业经济 的影响力”、“展台设计及展示方式的新颖性”等关键指标方面表现并不尽 如人意。最后，在对影响传播效果的关键指标分析后，作者提出了提升展会 传播效果的指标优先级排序。并对增强“高新展”传播效果给出了“借鉴世 博经验提升展示方式与手段”、“进一步明确“高新展”的品牌定位”等五个 方面的建议。对于同类型的展会评价也具有一定的借鉴意义。 关键词 5W 理论 层次分析法 传播效果 会展评价 I Abstr Abstract Abstract Shanghai High-tech industrialization Exhibition (referred to as High-Tech Exhibition) was held in Shanghai Energy Saving Environmental Protection Industry Park since Jul 28, 2010. According to the original plan the exhibition to show for half year. By focusing on government resources organized in a short time, High-Tech Exhibition has really reached certain scale and achieved certain results. But the biggest problem for the High-Tech Exhibition is the spread effect whether the original intention of the last extension exhibition and how to optimize the late extension. At the same time based on the High-Tech Exhibition features, the traditional commercial exhibition of the evaluating system for the High-Tech Exhibition spread effect can not be directly applied for evaluation. Therefore, according to the characteristic of high-tech exhibition ,combining with the related theories home and abroad and the existing evaluation system, try to establish an evaluation system of the professional for the communication effect of high tech exhibition project. Based on the 5W theory of Spread model for the high-tech exhibition present status were analyzed and found that high-tech Exhibition featu