论如何通过营销手段打造会展品牌.docxVIP

经典专科、本科、硕博、研究生、期刊毕业论文 仅供参考 精心整理 仅供参考 勿用作商业用途 经典专科、本科、硕博、研究生、期刊毕业论文 仅供参考 精心整理 仅供参考 勿用作商业用途 毕业设计（论文）报告 题 目 如何通过营销手段打造会展品牌 系 别 文化创意学院 姓 名 肖国栋 班 级 会展1501 学 号 100152000 指导教师 陈双薇 二0一八年 三 月 精心整理 仅供参考 勿用作商业用途 如何通过营销手段打造会展品牌 摘要：自我国改革开放以来，会展业从无到有，从大到小，我国会展业也在全球展览业异军突起，大放异彩，形成一个新的展览业市场，经过多年的发展，基本已形成一定的规模与实力，目前是市场上的良莠不齐，缺少会展品牌，打造品牌会展能简化参展或参会决策，降低选择会展的时间成本和心理成本；良好的品牌有助于降低参展或参会的风险成本；品牌会展能扩大参展商品的消费群体。营销一个会展品牌遇到各类问题，本论文依托这些问题，提出了一些小建议，希望能为会展品牌的发展略作贡献。 关键词：会展品牌 会展营销 创新营销 How to build Exhibition Brand by means of Marketing Absrtact：since Chinas reform and opening up, the exhibition industry has grown from nothing, from big to small, and Chinas exhibition industry has also emerged in the global exhibition industry, forming a new exhibition industry market, which has been developing for many years.It has formed a certain scale and strength basically, at present, the market is intermingled, lack of exhibition brand, making brand exhibition can simplify the participation or participation decision-making, reduce the time cost and psychological cost of choosing exhibition;A good brand can help reduce the risk cost of participating in the exhibition, and the brand exhibition can expand the consumer base of the exhibitors.Marketing a exhibition brand meets various problems, this paper relies on these problems, put forward Some small suggestions, hoping to be able to make a little contribution to the development of the exhibition brand. Keywords: exhibition brand exhibition marketing innovative marketing 目录 TOC \o 1-3 \h \z \u 一、会展品牌概述 4 1.1蓬勃发展的会展业 4 1.2何为会展品牌 4 1.2.1商品标识 4 1.2.2无形资产 5 1.2.3文化 5 1.2.4品牌的辐射力 5 1.3为何要打造会展品牌 5 1.3.1品牌给消费者心理暗示 5 1.3.2品牌给参展商的心理暗示 5 1.3.3品牌给举办方的优势 5 1.3.4品牌给举办地的优势 5 二、国内会展营销的现状分析 5 2.1何为会展营销 5 2.2常见的会展营销手段 6 2.2.1电话销售 6 2.2.2直接邮寄 6 2.2.3广告宣传 6 2.2.4活动推广 7 2.2.5网络营销 7 2.2.6代理营销 7 2.3国内会展营销现状 7 2.3.1营销内容的浅薄 7 2.3.2营销方式的单一 8