饶国际轮胎展品牌塑造研究.docxVIP

本科论文 本科论文 摘 要 品牌展览会是指在行业内具有一定规模，能代表这个 行业发展状况，反映这个行业发展趋势，对该行业有较强影响力并对该行业发展具有指导意义的 展览会。塑造自己的品牌形象，提高品牌价值及地位也是国内外目前很多展会在致力发展的一方面，然目前对于展会品牌塑造这一层面少有人进行专业的研究和探讨。 本文致力于分析中国(广饶)国际橡胶轮胎展览会在近十年发展历程中为塑造专业展会所做的尝试与努力，分析展会品牌塑造的理论来源及必要性，并通过实证分析的方式对于了这些年广饶橡胶轮胎展的重点发展历程进行了剖析，分析出这些年广饶橡胶轮胎展得以稳健发展的原因，同时也通过调查问卷的方式了解到参展商及专业观众的想法，为展会未来的品牌打造指明了方向。 关键词： 会展，品牌塑造，中国(广饶)国际橡胶轮胎暨汽车配件展览会 Abstract ?The brand exhibition is refers to an exhibition with a certain scale in the industry,which can represent the development status of the industry， And reflect the development trend of the industry. The brand exhibition has a strong influence on the industry.At present， many exhibitions at domestic and international are committed to the development of building their own brand image and improving brand value and status. However seldom people carry out professional research and discussion on this aspect now. This paper is devoted to analyze the attempts and efforts which China （Guangrao）Iternational Rubber Tire Exhibition has done in the past 10 years to build a professional exhibition, I will going to analyze the theoretical sources and the cecessity of the exhibition brand building , plus analyze the key development process of Guangrao rubber tire exhibition in these years through empirical analysis, find the reason of Guangrao rubber tire exhibition can keep the stability in these years. At the same time, use the method of questionnaire, we can get straight of the ideas of exhibitiors and professional visitors, which points out the direction for the fu ture brand building of the exhibition. Key words：Exhibition, Brand Building, China (Guangrao) International Rubber Tire And Auto Parts Exhibition 目 录 TOC \o 1-3 \h \z \u 摘 要 I Abstract II 前 言 1 1引言 2 1.1选题背景 2 1.1.1专业会展品牌研究目的 4 1.1.2专业会展品牌研究意义 4 1.2 研究方法与思路 5 1.2.1研究内容 5 1.2.2研究方法 5 1.2.3研究思路 5 1.3 专业会展品牌塑造理论溯源 6 1.3.1会展的概念 6 1.3.2品牌塑造理论 6 1.3.3专业会展品牌概念的界定 8 2广饶国际橡胶轮胎展品牌塑造综合研究 9 2.1广饶国际橡胶轮胎展品牌塑造的必然