浅谈会展营销的现状与发展趋势.doc

会展营销的现状及其营销策略创新探究 会展营销的现状及其营销策略创新探究 ［ ］会展经济作为一种新兴的经济形态，以其高效益、强带动、无污染的独特优 势被誉为现代经济发展的“助推器”。20世纪90年代以來，在全球化的推动卜*,伴随着经济 的快速发展和国际交往的n益频繁，会展业获得了前所未冇的发展。会展企业是会展业发展 的主体，对会展企业的研究、特别是对会展企业各管理职能的研究能极大提高会展的效益。 本文在综合借鉴前人研究成果的基础上，把会展产品的生产者分为会展经营企业，会展辅助 企业和会展外延企业，提出了不同类型的会展企业应该针对不同的背销对象，采取不同的营 销策略來提供不同的营销产品;并站在会展经营企业角度，通过分析会展经营企业的现状和市 场营销环境，严格界定和分析了会展经营企业的产品、购买者和消费者等帘场主体;最终结合 “4P,,理论、4C理论和服务营销理论，提出了包括会展经营企业产品策略、客户关系策略、 内部营销策略和ft传推广策略的营销策略组合。 ［关键字］会展，营销，创新，分析，研究: [Abstract] As a new exhibition economy economic form，with its high efficiency, strong drive，clean the unique advantages of modern economic development known as the booster.” Since the 90s of the 20th century, under the impetus of globalization，along with rapid economic development and international exchanges become more frequent，the exhibition industry has been an unprecedented development. Convention business is the main convention and exhibition industry，the research on the exhibition business，especially for the exhibition business management functions of the research can greatly improve the effectiveness of exhibition. Based on the comprehensive reference on the basis of previous studies, the producers of the product is divided into exhibition exhibition enterprises，exhibition companies and exhibition supporting extended enterprise, proposed a different type of exhibition enterprises should focus on different marketing objects, take a different marketing different marketing strategies to provide products; and operating a business perspective exhibition stand，exhibition enterprises by analyzing the current situation and the marketing environment，strict definition and analysis of the exhibition management companyfs products， buyers and consumers of market players; ultimate combination of n4P，，theory，4C theory and service marketing theory，convention and exhibition enterprises，including product strategy， customer relationship strategies，internal marketing and promotional strategy for the Marketing Strategy. [Key word] exhi