本文選題：旅游展覽會　切入點：贊助　出處：《中南林業(yè)科技大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：自20世紀80年代以來,會展業(yè)已經(jīng)逐漸成為現(xiàn)代服務(wù)業(yè)的新興力量,其強大的乘數(shù)效應(yīng),能提高城市知名度,促進招商引資,對城市經(jīng)濟發(fā)展特別是第三產(chǎn)業(yè)的發(fā)展以及打造、經(jīng)營城市品牌具有巨大的作用。會展業(yè)日趨成為刺激經(jīng)濟增長的強勁引擎。隨著旅游業(yè)的不斷發(fā)展,旅游展覽與會議活動也越來越多,中國旅游會展業(yè)每年以20%左右的速度遞增,成為展現(xiàn)旅游業(yè)發(fā)展?fàn)顩r的窗口,同時也為旅游業(yè)的發(fā)展帶來更多的商機,更加完善行業(yè)的發(fā)展。 由于會展業(yè)起步較晚,會展業(yè)的發(fā)展體系一直都不完善,旅游展覽和會議相關(guān)的經(jīng)濟活動在發(fā)展過程中存在著很多矛盾,其中較為突出的就是投入與產(chǎn)出的矛盾。主要體現(xiàn)在大部分旅游展覽會都是靠政府的財政投入來維持,而政府財政投入的有限性,一方面,容易形成僧多粥少的尷尬局面,另一方面,隨著經(jīng)濟全球化和市場化程度的不斷提高,政府主導(dǎo)型的旅游會展發(fā)展模式也將阻礙旅游展覽會的市場化程度,進而拉開與國際會展業(yè)的距離。經(jīng)費不足、資源的匱乏等現(xiàn)實因素強烈迫使旅游展覽會主辦方開始另辟蹊徑,遵循市場經(jīng)濟的規(guī)律,努力挖掘新的經(jīng)費和資源,逐漸開始模仿大型體育賽事的經(jīng)營模式,向外尋求贊助。 文章通過對現(xiàn)有贊助理論的歸納總結(jié),旅游展覽會的發(fā)展歷程、發(fā)展模式的研究與分析,對廣州國際旅游展覽會的參展商、專業(yè)觀眾以及部分旅游企業(yè)提供贊助的影響因素進行調(diào)查,找出影響企業(yè)是否提供贊助的主要因素,并對癥下藥,提出一系列針對旅游展覽會的贊助商開發(fā)策略。研究的結(jié)論是：旅游展覽會贊助商的開發(fā)是可行的,根據(jù)影響企業(yè)贊助意愿的因素,旅游展覽會主辦方應(yīng)該立足于提升會展自身實力,深入分析客戶需求,對癥下藥,使其變?yōu)楝F(xiàn)實的贊助商,進而建立起一套與贊助方互惠互利的雙贏贊助模式。
[Abstract]:Since 1980s, the exhibition industry has gradually become a new force in the modern service industry. Its powerful multiplier effect can enhance the visibility of the city, promote investment, and promote the development of the urban economy, especially the tertiary industry. City brands have a huge role to play. The convention and exhibition industry is becoming a powerful engine for economic growth. With the development of tourism, there are more and more exhibitions and conferences. China's tourism exhibition industry is increasing at an annual rate of about 20%, which becomes a window to show the development of tourism, but also brings more business opportunities for the development of tourism, and improves the development of the industry. Due to the late start of the convention and exhibition industry, the development system of the convention and exhibition industry has not been perfect. There are many contradictions in the development process of the tourism exhibition and conference related economic activities. One of the more prominent is the contradiction between input and output. This is mainly reflected in the fact that most tourism exhibitions are maintained by the government's financial input. On the one hand, it is easy to create an awkward situation of more than enough people to meet their needs and less to meet their needs. On the other hand, with the continuous improvement of economic globalization and marketization, the government-led tourism exhibition development model will also hinder the degree of marketization of tourism exhibitions, and then draw back the distance from the international convention and exhibition industry. The lack of resources and other realistic factors strongly force the tour exhibition organizers to start to seek a new way, follow the laws of the market economy, strive to excavate new funds and resources, and gradually begin to imitate the management mode of large-scale sports events and seek sponsorship from the outside. Based on the summary of the existing sponsorship theory, the development course of the tourism exhibition, the research and analysis of the development model, the article analyzes the exhibitors of the Guangzhou International Tourism Exhibition. Professional viewers and some tourism enterprises to provide sponsorship factors to investigate, to find out whether the main factors that affect the sponsorship of enterprises, and the right remedy, This paper puts forward a series of sponsor development strategies for tourism exhibition. The conclusion of the study is: the development of tourism exhibition sponsor is feasible, according to the factors that affect the enterprises' sponsorship intention, The organizers of tourism exhibition should base themselves on enhancing the strength of the exhibition, deeply analyze the needs of customers, give the right remedy to make it a real sponsor, and then establish a win-win sponsorship model for mutual benefit with the sponsors.
【學(xué)位授予單位】：中南林業(yè)科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F592;F713.83

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