本文關(guān)鍵詞：蘇州國際博覽中心會展業(yè)務(wù)營銷策略研究　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：當前,會展產(chǎn)業(yè)在我國的發(fā)展已經(jīng)初具規(guī)模。作為一個綠色的朝陽產(chǎn)業(yè),會展行業(yè)即將進入一個快速發(fā)展的時期,會展經(jīng)濟時代的到來為時不遠。會展業(yè)作為促使企業(yè)之間良好溝通的商務(wù)平臺,其快速、高效的特點是網(wǎng)站、電視等其他營銷媒體所不具備的。有營銷需求或者資源合作需求的企業(yè)通過參加展會的形式進行自己的品牌宣傳、產(chǎn)品推廣以及尋求有效資源將越來越成為企業(yè)重要的營銷活動。隨著會展經(jīng)濟的迅猛發(fā)展,會展市場體系的逐步完善,參展商對會展市場的細分需求也日驅(qū)明顯,相應(yīng)的越來越多的主辦方也為他們的參展商提供了可以滿足不同細分需求的會展產(chǎn)品,進而我國的展會項目不論從數(shù)量、規(guī)模、還是參展人數(shù)、周邊經(jīng)濟帶動都具備了強大的吸引力。這些商機都為國內(nèi)一、二線城市的各主流展館所洞察,引得各地紛紛增加投入,展開了一輪又一輪場地規(guī)模擴大、提升服務(wù)質(zhì)量、優(yōu)化營銷策略的“軍備競賽”。首先,蘇州國際博覽中心成立于2003年5月,地處蘇州工業(yè)園區(qū)CBD核心區(qū)域,為蘇州工業(yè)園區(qū)管委會直屬特級國有企業(yè),2004年開館運行至今已有13載。近年來隨著政府主辦會展活動的經(jīng)費逐年縮減,會展國有資產(chǎn)的規(guī)模下降,激烈的市場競爭趨勢日益加劇。因此,筆者借以此文期望蘇州國際博覽中心能夠依托長三角的區(qū)位優(yōu)勢,在良好市場經(jīng)濟形勢的契機下加強會展業(yè)務(wù)的拓展,走在“創(chuàng)新潮”的前沿,深入研究行業(yè)形勢和環(huán)境變化所帶來的潛在影響,通過實施有效的營銷策略,走向主動、高效、務(wù)實的“創(chuàng)新求變”之路。其次,本文主要依據(jù)現(xiàn)代企業(yè)營銷理論與現(xiàn)代企業(yè)管理的前沿理論,聯(lián)系國內(nèi)外當前會展市場行情,結(jié)合蘇州國際博覽中心會展業(yè)務(wù)營銷的實際情況進行研究。通過將國際先進營銷理念引入蘇州國際博覽中心會展業(yè)務(wù)的實際經(jīng)營過程中,從市場經(jīng)營環(huán)境分析入手,剖析蘇州國際博覽中心會展業(yè)務(wù)所處的內(nèi)部和外部環(huán)境,并通過建立SWOT戰(zhàn)略分析矩陣,深入分析中心會展業(yè)務(wù)經(jīng)營發(fā)展具備的優(yōu)勢和存在的劣勢,以及面臨的機遇和挑戰(zhàn)。在此基礎(chǔ)上,明確了會展產(chǎn)品的市場定位,設(shè)計出會展業(yè)務(wù)的營銷策略組合方案。再次,為保障營銷策略的實現(xiàn),本文規(guī)劃了相關(guān)的保障政策和實施辦法,包括完善現(xiàn)代企業(yè)制度化管理體系,強化市場為導(dǎo)向的企業(yè)經(jīng)營理念,提高會展項目研發(fā)能力,建立整體化的營銷管理機制和完善人才儲備及信息化管理配置等,以便更好地為既定的營銷策略的實施提供組織保障。
[Abstract]:At present, the exhibition industry in China has begun to take shape. As a green sunrise industry, the exhibition industry is about to enter a period of rapid development. As a business platform to promote good communication between enterprises, the exhibition industry is characterized by a rapid and efficient website. TV and other marketing media do not have. There is a marketing demand or resource cooperation needs of enterprises through the form of participation in the exhibition of their own brand publicity. Product promotion and seeking effective resources will become more and more important marketing activities of enterprises. With the rapid development of exhibition economy, the exhibition market system is gradually improved. Exhibitors to the exhibition market segment demand is also obvious, the corresponding more and more organizers for their exhibitors can meet the needs of different segments of the exhibition products. Furthermore, the number, scale and number of exhibitors in China's exhibition projects, the surrounding economic drive has a strong attraction. These business opportunities are all observed by the mainstream pavilions in the first and second tier cities of China. All over the world to increase investment, launched round after round of site scale expansion, improve service quality, optimize marketing strategy of the "arms race". First, Suzhou international expo center was established in May 2003. Suzhou Industrial Park is located in the core area of CBD for the Suzhou Industrial Park Management Committee directly under the special level of state-owned enterprises. In 2004, the museum has been running for 13 years. In recent years, with the government sponsored exhibition activities reduced year by year, the scale of the exhibition state-owned assets decreased, the fierce market competition is increasingly intensified. The author hopes that the Suzhou International Expo Center will be able to rely on the location advantages of the Yangtze River Delta, strengthen the expansion of the exhibition business under the opportunity of a good market economy situation, and walk in the forefront of "innovation tide". Deeply study the industry situation and the potential impact of environmental change, through the implementation of effective marketing strategy, to take the initiative, efficient, pragmatic "innovation and change" road. Secondly. This article mainly based on the modern enterprise marketing theory and the modern enterprise management frontier theory, contacts the domestic and foreign present exhibition market market situation. Combined with the actual situation of Suzhou International Expo Center exhibition business marketing. Through the introduction of international advanced marketing concept into the Suzhou International Expo Center exhibition business in the actual operation process. Starting with the analysis of the market environment, this paper analyzes the internal and external environment of the exhibition business of Suzhou International Expo Center, and establishes the strategic analysis matrix of SWOT. On the basis of analyzing the advantages and disadvantages, the opportunities and challenges faced by the center, the market positioning of the exhibition products is clarified. Thirdly, in order to ensure the realization of marketing strategy, this paper plans the relevant security policies and implementation methods, including the improvement of modern enterprise institutionalized management system. Strengthen the market-oriented business philosophy, improve the exhibition project R & D capacity, establish an integrated marketing management mechanism and improve the talent reserve and information management configuration. In order to better the implementation of the established marketing strategy to provide organizational security.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F713.83

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