展会现场服务观众满意度实证研究.docVIP

展会现场服务观众满意度实证研究 展会现场服务观众满意度实证研究摘要 摘 要 展会是低成本的中介体,它具有一般营销沟通工具所具有的特性:例如广告、 促销、直销、公共关系等,它还具有凸显品牌和形象的功能;它是调查和收集有 关信息的场所;它能帮助参展商、观众准确把握行业发展趋势,制订符合实际的 生产、经营的战略、策略和计划。展会所具有的这些功能是其受参展商、观众、 客商等拥护青睐的原因。除此之外,展会还可以为展会所在城市带来大量的国际 观光客,为当地的酒店业、餐饮业、零售业、公共交通业等带来巨大的经济收益。 因此,展会受到了各国政府重视和支持。 然而,值得注意的是,展会活动开展更离不开观众的支持,没有观众的展会 活动是难以想象的,是毫无价值的。一个展会活动是否具有意义在很大程度上取 决于观众的关注和参与程度。展会要吸引观众,要提高观众的关注程度与参与程 度,从而最终使展会活动作用的得以充分发挥,就必须提高展会现场服务的质量。 只有保证了展会现场服务质量,使观众在展会期间获得了优质服务的体验,才会 有助于展会活动功能的实现,最终发挥会展业的经济效益和社会效益。 本文以上海新国际博览中心为例,对展会现场服务满意度做了实证研究。具 体方法是根据满意度理论和会展现场服务实际包含的环节来进行调查问卷的设 计,根据主成分分析法等统计方法,应用Excel、SPSS等软件对结果进行分析, 以提炼出影响观众满意度的最主要因素,并利用IPA和差异分析来找出目前仍有 待提高的环节,并提出改进建议。 关键词:展会现场服务 观众 满意度V展会现场服务观众满意度实证研究Abstract Abstract Exhibitions and Fairs are regarded as low cost intermediate tools of marketing and sales. They have the same features as other general tools of marketing and sales, such as advertisement, promotion, direct sales and public relation. They have the function to display brand and image. As a place to investigate and collect related information, exhibitions and fairs can help exhibitors and visitors to command the development trend of related industry and make tactics and plans according to the actual production and operation strategies. The above-mentioned functions have made exhibitions and fairs be warmly welcomed by exhibitors and visitors. Besides, they can bring a great number of international visitors for the city so that they can bring great profit to the local hotel industry, catering industry, retail industry and public transportation industry. Therefore, exhibitions and fairs are supported by the governments all through the worldHowever, what requires our attention is that exhibitions and fairs should be supported by visitors. Without visitors, it is hard to imagine exhibitions and fairs. It is priceless. Whether a fair or an exhibition is meaningful largely depends on the attention and participation of visitors. If a fair or an exhib