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  本文選題：品牌展覽 + 營銷網(wǎng)站��； 參考：《華東師范大學(xué)》2010年碩士論文

【摘要】： 會展業(yè)的蓬勃發(fā)展離不開網(wǎng)絡(luò)技術(shù)的支持,目前,互聯(lián)網(wǎng)正以前所未有的速度在世界各國迅速的傳播發(fā)展,展覽主辦方利用網(wǎng)站這個高效的工具實施新的服務(wù),開展網(wǎng)絡(luò)營銷活動,已經(jīng)成為一種新的商機和必然。 網(wǎng)絡(luò)作為一種特殊的載體,呈現(xiàn)給觀眾和參展商的是一種全新的表現(xiàn)形式,給展位和展覽門票營銷也帶來了更寬的渠道和更廣闊的機會。但是由于展覽是新興產(chǎn)業(yè),相關(guān)理論研究還比較滯后,國內(nèi)外現(xiàn)有的文獻對網(wǎng)絡(luò)營銷、網(wǎng)站評估和品牌展覽方面的研究都較為深入,卻很少有對展覽門戶網(wǎng)站效用和建設(shè)的探討。 本文選取上海品牌展覽中的上海國際車展為例,采用問卷調(diào)查方式,從消費者滿意角度出發(fā),對車展網(wǎng)站各方面指標進行重要性和滿意性兩方面評分,找出期望和現(xiàn)實的差距,并運用IPA評估模型,從觀眾和參展商兩個角度切入,深入分析車展網(wǎng)站的優(yōu)勢和劣勢所在,提出針對性的優(yōu)化和改進建議,以期為建設(shè)和改進展覽營銷網(wǎng)站提供思考和借鑒。 本文主要包括五個部分： 第一章為緒論,系統(tǒng)概括了本文探討的問題、研究背景、研究意義、研究方法和內(nèi)容,對國內(nèi)外相關(guān)研究學(xué)術(shù)狀態(tài)進行梳理,為全文提供了理論鋪墊。 第二章是展覽營銷和展覽網(wǎng)站營銷的理論探討,對展覽網(wǎng)站營銷相關(guān)要素重要性進行評價,提出了展覽網(wǎng)站營銷的概念,指出其所具有的優(yōu)點。 第三章是觀眾和參展商對上海品牌展覽網(wǎng)站現(xiàn)狀重要性-滿意性調(diào)查,通過設(shè)計問卷、樣本選取,以期定量分析參展商和觀眾對車展營銷網(wǎng)站的滿意度,并詳細介紹了本文使用的IPA分析法。 第四章以調(diào)查結(jié)果為依據(jù),運用“重要性-表現(xiàn)”(Importance-Performance)的方法,對上海品牌展覽營銷網(wǎng)站滿意度進行分析,并找出優(yōu)劣勢所在。 第五章在總結(jié)上海品牌展覽營銷網(wǎng)站的優(yōu)劣勢的基礎(chǔ)上,有針對性地提出了優(yōu)化其網(wǎng)站環(huán)境、促進網(wǎng)絡(luò)不斷完善的對策和建議。
[Abstract]:The vigorous development of the convention and exhibition industry cannot be separated from the support of network technology. At present, the Internet is spreading and developing rapidly in various countries of the world at an unprecedented speed. Exhibition organizers use the website as an efficient tool to implement new services. Develop network marketing activity, already become a kind of new business opportunity and inexorable. As a special carrier, the network presents a new form of expression to the audience and exhibitors. It also brings wider channels and wider opportunities to the booth and exhibition ticket marketing. However, because the exhibition is a new industry, the related theoretical research is still lagging behind, and the existing literature at home and abroad has a deep research on the aspects of network marketing, website evaluation and brand exhibition. However, there is little discussion about the utility and construction of the exhibition portal. In this paper, the Shanghai International Auto Show in Shanghai Brand Exhibition is selected as an example, and from the perspective of consumer satisfaction, the importance and satisfaction of all aspects of the auto show website are scored, and the gap between expectation and reality is found. By using the IPA evaluation model, this paper analyzes the advantages and disadvantages of the auto show website from the two angles of audience and exhibitor, and puts forward some suggestions for optimization and improvement in order to provide some thoughts and references for the construction and improvement of the exhibition marketing website. This paper mainly includes five parts: the first chapter is the introduction, systematically summarizes the problems discussed in this paper, research background, research significance, research methods and content, and comb the academic status of related research at home and abroad. It provides a theoretical basis for the full text. The second chapter discusses the theory of exhibition marketing and exhibition website marketing, evaluates the importance of related elements of exhibition website marketing, puts forward the concept of exhibition website marketing, and points out its advantages. The third chapter is the importance of audience and exhibitors to Shanghai brand exhibition website-satisfaction survey, through the design of questionnaires, sample selection, with a view to quantitative analysis of exhibitors and audience satisfaction with the auto show marketing website, IPA analysis method used in this paper is introduced in detail. Based on the survey results, the fourth chapter analyzes the satisfaction degree of Shanghai Brand Exhibition Marketing website by using the method of "materiality-performance", and finds out the advantages and disadvantages. On the basis of summarizing the advantages and disadvantages of Shanghai brand exhibition marketing website, the fifth chapter puts forward the countermeasures and suggestions to optimize the website environment and promote the continuous improvement of the network.
【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】

相關(guān)碩士學(xué)位論文 前1條

1 張海燕;依托行業(yè)展覽的網(wǎng)絡(luò)會展研究[D];廣州大學(xué);2012年

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本文編號：2047641