本文關鍵詞： 參展效果 邊際效用 空間效率 效率與均衡　出處：《中國海洋大學》2012年碩士論文　論文類型：學位論文

【摘要】：近年來會展業(yè)在我國已有了快速的發(fā)展，無論是會展數(shù)目還是影響力都實現(xiàn)了大的跨越，會展業(yè)規(guī)模的不斷擴大不但帶動了當?shù)貢躬剟盥糜危∕ICE）的快速發(fā)展，也促進了區(qū)域經(jīng)濟的發(fā)展，成為經(jīng)濟增長的一股新興力量。但同我國的其它產(chǎn)業(yè)面臨的情況一樣，會展業(yè)的快速發(fā)展也是建立在數(shù)目攀升、規(guī)模積聚、大量投資的基礎之上，效率有待提高，同樣需要調(diào)整結構、優(yōu)化升級、實現(xiàn)從要素投入到效率推動的發(fā)展階段。以此為背景，本文主要從微觀上研究了參展商在參展過程中的效率與均衡問題，并提出實現(xiàn)參展效果優(yōu)化的有關建議。 國內(nèi)外很多文獻對于參展效果的研究，大都從實證出發(fā)，通過問卷調(diào)查、指標評價等方法得出影響參展效果的各個因素，這種研究有很強的針對性并且較為直觀，但缺乏一般性。為了更好的說明參展效果的一般意義，本文以前人研究為基礎，根據(jù)參展目標對參展效果進行了技術分析，提出了參展的直接效果和延伸效果這兩個概念，旨在更好的說明展會中直接產(chǎn)生的交易額（或訂單）和其在后續(xù)時間內(nèi)產(chǎn)生的宣傳推廣作用，并運用“觀眾”、“參展商數(shù)量”、“成交額”和“展出總面”等指標的靜態(tài)和動態(tài)變化來考察參展的直接效果和延伸效果。 從參展效果的技術分析出發(fā)，，本文主要分析了參展商參展投入對于參展效果的邊際效用和展會的空間效率兩大問題：通過埃奇沃思方框圖說明了參展投入的均衡與效率問題，通過建立數(shù)學模型分析了展會空間利用上的效率與均衡問題。這兩大問題共同構成了影響參展效果的效率與均衡問題，也是本文所有研究的核心所在。 一些參展商的跟隨心理或者因首次參展經(jīng)驗不足會導致參展投入的不經(jīng)濟性，出現(xiàn)參展投入的邊際效果下降的趨勢，這構成了參展投入的均衡；參展商的個人理性導致其對展位、展會空間的過度利用，以至于展會擁擠不堪、參展觀眾信息接受過載的情況構成了展會空間利用上的均衡。這兩種均衡都是由于參展商只從個體出發(fā)，追求個體最優(yōu)時產(chǎn)生的。若要改變這一均衡局面，實現(xiàn)從均衡到帕累托有效率的改進，就必須從展會系統(tǒng)出發(fā)，研究參展商的整體最優(yōu)，減少盲目投入和一些不必要的競爭性投入，實現(xiàn)資源的有效利用。 通過研究參展商參展時的效率與均衡問題，本文從博弈論的思想出發(fā)，詳細分析了參展效果的個體最優(yōu)和整體最優(yōu)，進而提出應該從展會系統(tǒng)出發(fā)，從整體上關注參展效果，通過主辦方的限制和引導，實現(xiàn)參展商之間的協(xié)調(diào)，進行優(yōu)勢互補，避免不良競爭，最終實現(xiàn)參展投入和空間利用效率的最大化。 此外，本文在研究過程中，為了更好地說明問題，在研究展會空間利用問題的時候，提出了“展會承載力”的概念，說明了展會可以容納的展出活動的有效規(guī)模；在研究展會系統(tǒng)性的時候，提出了“展會外部性”的概念，從而指出了主辦方、中小型參展商利用大型參展商的品牌效應“搭便車”的現(xiàn)象。 最后本文以參展效果的技術分析為基礎，從展會系統(tǒng)性和外部性出發(fā)，結合本文對參展投入和展會空間利用的效率與均衡分析，分別從參展商和主辦方兩個角度提出了參展效果的優(yōu)化建議。
[Abstract]:In recent years , the exhibition industry has developed rapidly in our country , whether the number or influence of the exhibition industry has achieved great strides , and the expansion of the exhibition industry not only drives the rapid development of the local MICE bonus tour ( MICE ) , but also promotes the development of the regional economy . It also needs to adjust the structure , optimize the upgrade and realize the development stage driven by the factor into efficiency . In order to better illustrate the general meaning of the exhibition effect , this paper puts forward two concepts of direct effect and extension effect of the exhibition . The purpose of this paper is to show the direct effect and the extension effect of the exhibition . Based on the technical analysis of the exhibition effect , this paper mainly analyzes the marginal utility of the exhibitors and the space efficiency of the exhibition : through the Eichworth block diagram , the equilibrium and the efficiency of the exhibition are discussed . The efficiency and the balance of the exhibition space utilization are analyzed through the establishment of the mathematical model . The two big problems together form the efficiency and the equilibrium problem which influence the exhibition effect , and the core of all the research in this paper . Some exhibitors ' follow - up psychology , or the lack of economic performance due to the shortage of first - time participation , constitute the equilibrium of the exhibition space utilization . The individual rationality of the exhibitors leads to the equilibrium of the exhibition space utilization . To change this equilibrium situation , to realize the improvement from the equilibrium to Pareto efficient , it is necessary to study the overall optimization of the exhibitors from the exhibition system , reduce blind investment and unnecessary competitive input , and realize the effective utilization of resources . Based on the theory of game theory , this paper analyzes the individual optimum and the overall optimal of the exhibition effect , and then puts forward that it should focus on the exhibition effect from the view of the exhibition system , pay attention to the exhibition effect from the whole , realize the coordination between the exhibitors through the limitation and guidance of the sponsors , and avoid the bad competition , and finally realize the maximization of the investment input and the space utilization efficiency . In addition , in the course of research , in order to better illustrate the problem , the concept of " exhibition bearing capacity " was put forward in the study of the exhibition space utilization . The concept of " exhibition outside " was put forward when the exhibition was systematic . The phenomenon of " riding car " was pointed out by using the brand effect of large exhibitors . Finally , based on the technical analysis of the exhibition effect , based on the systematic and external aspects of the exhibition , this paper puts forward the optimization suggestions of the exhibition effect from the exhibitors and the sponsors in combination with the analysis of the efficiency and balance of the exhibition space utilization and the exhibition space utilization .

【學位授予單位】：中國海洋大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F713.83

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本文編號：1531167