浙江会展品牌的塑造和策略研究.pdf

内容摘要 会展业被誉为 21 世纪的“朝阳产业”。会展业的发展能给一个地 区带来无限商机，它已被称为城市发展的“助推器”，产业间的“粘合 剂”。浙江会展业一直处在中国会展业发展的前列，但依旧与一线的城 市有较大的差距。本文从对国内外会展业的现状分析入手，探讨了浙 江会展业发展存在的问题与面临的挑战。然后针对浙江地域特色，从 政府层面、行业协会、会展主体这三个层面入手，提出了基于会展品 牌塑造的资源整合策略，谋求浙江会展业能够在打造特色品牌的同时， 整合各式资源，形成产业集群为特色的会展城市群，以长三角地区形 成的会展区域地带为依托，实现浙江会展业的可持续发展。 关键词：会展业 会展品牌 品牌塑造 III ABSTRACT Exhibition industry is known as the sunrise industry. in the 21st Century. Exhibition industry will give tremendous opportunities for a region, which have strong connection with other industries, known as the incentive for urban development. Zhejiang exhibition industry has been in the front rank of China, but it still has a large gap with the front line city. This article starts with the current situation of domestic and international exhibition industry, to discuss the problems and challenges of the Zhejiang exhibition industry. According to the Zhejiang regional characteristics and starting from three levels of the government level, guild and the business entity, propose the strategy based on the resource integration exhibition branding. Integration of various resources, form the exhibition city group characterized by industrial clusters. To the formation of the exhibition area in Yangtze River Delta area as the basis, achieve the sustainable development of Zhejiang Exhibition Industry. KEYWORDS ：Exhibition industry, Exhibition brands, Brand Shaping IV