中国光博会品牌竞争力的提升策略研究.pdfVIP

中国光博会品牌竞争力的升策略研究 摘 要 近些年来，会展行业给很多举办城市带动了很大的经济效益。越来越多城市开始重视 会展这一行业。各大城市也纷纷开始建设展览馆和会议中心，以此来带动城市经济，也希 望通过大型会议和展览会的举办来展示城市的魅力。在此环境下，展会行业开始进入蓬勃 发展时期，但伴随而来的是会展行业的同质化竞争。同类型展会的竞争日益激烈，很多展 会甚至连名称都相似。这一现象引起了不少展会主办方的注意，开始重视自己的展会品牌， 也开始关注如何升自己展会品牌竞争力。 本文以品牌竞争力相关理论为指导，结合展会行业和展会品牌的特点，从消费者视角 来探索展会品牌竞争力，认为展会品牌竞争力来源于其消费者（参展商和专业观众）对其 品牌优势的感知和认可，展会品牌竞争力评价者最终为展会的展商和专业观众。首先，本 文通过对品牌竞争力、品牌竞争力的来源、品牌竞争力的评价、展会品牌等相关文献进行 了综述，同时探索了展会品牌竞争力的来源和形成，出了展会品牌竞争力评价指标模型。 然后，本文介绍了所研究的展会-中国光博会的发展状况和品牌发展历程，通过分析中国光 博会同其他光电展会的品牌竞争力各评价指标的调研数据，且结合中国光博会近 3 年的参 展商和专业观众的现场问卷调研数据，了解目前该展会在其展商和观众心目中的品牌竞争 力状况。最后，本文出相应的展会品牌竞争力升策略，希望能对其展会后续的品牌发 展供一定的参考。 关键词：光博会；品牌竞争力；展会品牌；升策略 I The Study on the Strategies for the Improvement of Brand Competitiveness of China International Optoelectronic Exposition Abstract In recent years, the exhibition industry has driven the rapid development of the convention and exhibition economy. More and more cities are beginning to pay attention to the exhibition industry. Major cities have also begun to build exhibition halls and conference centers to drive the urban economy as well as to showcase the charm of the city through large-scale conferences and exhibitions. Under such circumstance, the exhibition industry enters into a period of vigorous development, but accompanied by many homogenous competitions. Some organizers even copy the name of other brand exhibitions. This phenomenon has attracted the attention of many exhibition organizers. More and more organizers begin to pay attention to their own exhibition brand, and start to focus on how to enhance the competitiveness of their exhibition brand. Guided by the theory of brand competitiveness, the paper combines the characteristics of the exhibit