發(fā)布時間：2018-05-18 10:30

  本文選題：展會營銷 + 參展商　； 參考：《華東師范大學(xué)》2010年碩士論文

【摘要】： 對于工業(yè)品企業(yè),展會營銷是開發(fā)新客戶、開拓新市場和提升企業(yè)的品牌影響力的一把利器,短短幾天的展覽期間,即可將企業(yè)產(chǎn)品和形象進(jìn)行集中展示和宣傳。本論文以K公司參加SEMICON展覽的案例為切入點,從參展商的視角,研究如何利用展會營銷來開發(fā)客戶,提升產(chǎn)品品牌形象。 本論文建立了參展商利用展會營銷的研究框架,詳細(xì)分析了K公司參加SEMICON展會的五個階段：決策階段、策劃階段、籌備階段、展出階段和展后階段。作為一家業(yè)界領(lǐng)先的美資半導(dǎo)體設(shè)備供應(yīng)商,K公司在進(jìn)入中國之初,面對全新的市場,產(chǎn)生新客戶開發(fā)緩慢和產(chǎn)品品牌不被認(rèn)知的困難。K有效地利用了展會這一營銷工具,通過參加在中國舉辦的半導(dǎo)體行業(yè)內(nèi)專業(yè)的品牌展覽---SEMICON展覽,K公司產(chǎn)品在中國的市場占有率得到了提高,品牌被更多的中國客戶認(rèn)可。 通過本案例的研究,有助于幫助中國企業(yè)如何更好的利用展會營銷擴(kuò)大市場占有率、提升企業(yè)產(chǎn)品的品牌影響力。同時,對參展企業(yè)從展會營銷策略和具體操作展覽營銷過程提供了頗具價值的建議。企業(yè)要善于利用展會營銷的分析框架,系統(tǒng)性的利用展會營銷這個利器,設(shè)置專門的展會部門,重視展覽營銷的全過程管理,以實現(xiàn)展會營銷的目的。
[Abstract]:For industrial enterprises, exhibition marketing is a sharp weapon to develop new customers, open up new markets and enhance the brand influence of enterprises. During the exhibition period of a few days, the products and images of enterprises can be displayed and propagated centrally. From the perspective of exhibitors, this paper studies how to use the exhibition marketing to develop customers and enhance the brand image of the products by taking the case of K Company participating in the SEMICON exhibition as the starting point. This paper establishes a research framework for exhibitors to use the exhibition marketing, and analyzes in detail the five stages of K company's participation in SEMICON: decision making, planning, preparation, exhibition and post-exhibition. As a leading U.S.-owned semiconductor equipment supplier in China, KK Company is facing a completely new market, resulting in the difficulties of slow development of new customers and unrecognized product brand. K has effectively utilized the exhibition as a marketing tool. Through participation in the semiconductor industry professional brand exhibition-SEMICON exhibition K products in China's market share has been increased, brand recognition by more Chinese customers. This case study is helpful to help Chinese enterprises expand their market share and enhance the brand influence of their products. At the same time, the exhibitors from the exhibition marketing strategy and specific operation of exhibition marketing process to provide valuable advice. Enterprises should be good at making use of the analytical framework of exhibition marketing, systematically utilize the sharp weapon of exhibition marketing, set up special exhibition department and attach importance to the whole process management of exhibition marketing, in order to realize the purpose of exhibition marketing.
【學(xué)位授予單位】：華東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F713.83

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前2條

1 孫�，�;五星級飯店大客戶營銷模式研究[D];東北財經(jīng)大學(xué);2011年

2 王含西;參展商參展績效評估模型研究[D];華東師范大學(xué);2012年

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本文編號：1905492