浅谈公共关系在品牌会展中应用资料.docVIP

中州大学毕业论文 浅谈公共关系在品牌会展中的应用 学 院：经济贸易学院 专 业：07 会展策划与管理 学 号： 200703131031432 姓 名： 指导教师： 成 绩： 提交时间： 2010 年 5 月 10 日 目 录 中文纲要 . 2 ABSTRACT. 3 一 、我国品牌会展建设中存在的问题 . 4 二 、 品牌会展与公共关系 12 （一）会展与公共关系 12 （二）品牌会展与公共关系 15 三、以优秀的关系树立品牌会展形象 17 （一）树立品牌会展的要素 17 （二）品牌会展经营策略 19 （三）品牌会展发展战略 23 四、结语 . 25 参照文件 . 26 道谢 . 27 1 浅谈公共关系在品牌会展中的应用 中文纲要： 会展行业作为一种高收入、高赢利的新兴行业，由于其强大的辐 射效应，而被誉为“城市的面包” 、“行业的风向标”，正受到我国众多城市的青睐和各级政府的高度重视。 随着我国会展经济的不断升温，会展业的发展己由数量增长型向质量增长型发展。面对入世带来的外国会展冲击和国内会展市场逐步成熟的场面，发展品牌展会己成为很多城市发展会展经济、提高会展市场竟争力的战略任务。但是，目前我国会展的现状却令人堪忧。会展多如牛毛，但缺乏真实有价值的品牌展会。其实，我国不乏一些品牌会展，可是普遍基础比较薄弱，真实能与国际品牌展会竞争的寥寥无凡。究其原因是缺乏对会展公共关系清晰的认识，进而致使了缺乏科学的品牌会展定位、塑造、管理。在公关视野下来定位品牌会展、塑造品牌会展、管理品牌会展己经成为事不宜迟。 重点词 :公共关系 ; 会展 ; 品牌会展 2 ABSTRACT Exhibition industry as a high income and high-profitable new industries, because of its strong radiation effect, while known as the city of bread, industry, wind vane, a number of cities in China is being favored, and the high levels of government attention. As Chinas economy continues to heat up exhibition, the exhibition industry has been increased by the number of type to the quality of growth-oriented development. WTO membership will bring the face of the impact of foreign and domestic exhibition market exhibition gradually Mature situation, to develop the brand has become in many urban development exhibition exhibition economy and improving the Convention and Exhibition the market competitiveness of the strategic task. However, the current status quo of Chinas exhibition is worrying. Will show plethora, but the lack of truly valuable brand exhibition. In fact, Chinas are a number branded exhibition, but the general foundation is weak and can really compete with international brands show little no where. The reason is the lack of a clear understanding of fair public relations, resulting in a lack of scientific exhibition brand positioning, shaping and management. Positioning the brand in the PR field of vision down the exhibition, create brand exhibition, Brand Management Conven