本文選題：國際會(huì)展企業(yè) + 品牌移植　； 參考：《江西財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：會(huì)展業(yè)具有極大的經(jīng)濟(jì)效益、聚集效應(yīng)以及帶動(dòng)效應(yīng),成為各個(gè)國家、地區(qū)競相追逐的“香餑餑”,隨著會(huì)展業(yè)的迅速發(fā)展與擴(kuò)張,國際市場逐漸趨于飽和。自改革開放以來,西方發(fā)達(dá)國家開始瞄準(zhǔn)中國這個(gè)新興市場,在中國加入WTO之后,服務(wù)貿(mào)易壁壘被取締,國際會(huì)展巨頭紛紛開展入華計(jì)劃,并在中國成功的塑造許多品牌展會(huì),對(duì)中國當(dāng)?shù)貢?huì)展品牌產(chǎn)生強(qiáng)烈的沖擊。在這樣的情況下,國內(nèi)會(huì)展企業(yè)必須重視品牌建設(shè)的重要性,同時(shí)要拓展新興市場,實(shí)現(xiàn)中國會(huì)展企業(yè)“走出去”戰(zhàn)略。本文首先分析了國際會(huì)展企業(yè)進(jìn)入中國市場的動(dòng)因及歷程,會(huì)展企業(yè)國際化是必然趨勢,而后通過對(duì)進(jìn)入中國的國際會(huì)展企業(yè)的品牌塑造模式分析,發(fā)現(xiàn)前期國際會(huì)展企業(yè)選擇設(shè)立辦事處或投資場館建設(shè)的方式進(jìn)行市場調(diào)研與市場份額的占領(lǐng),為國外品牌移植做好充分準(zhǔn)備;在中國市場占據(jù)一席之地后,國際會(huì)展企業(yè)通常采取并購中國會(huì)展企業(yè)的方式來提升自己的競爭力,更好的利用當(dāng)?shù)赜欣Y源;為更好適應(yīng)中國市場的需求,國際會(huì)展企業(yè)不斷地在中國推出新展。此外,通過對(duì)勵(lì)展企業(yè)塑造品牌的案例分析,進(jìn)一步了解到國際會(huì)展業(yè)塑造品牌的過程及成功并購的要素。從中得出國際會(huì)展企業(yè)在華塑造品牌對(duì)中國會(huì)展企業(yè)的啟示。中國會(huì)展企業(yè)必須提高展會(huì)的質(zhì)量,重視品牌培養(yǎng)與國際化思維,把互聯(lián)網(wǎng)技術(shù)與會(huì)展業(yè)充分結(jié)合,把握時(shí)機(jī),不斷提升自身的核心競爭力。本文的創(chuàng)新之處在于分析了國外會(huì)展企業(yè)進(jìn)入中國市場的動(dòng)因,從中發(fā)現(xiàn)會(huì)展業(yè)國際化的必然趨勢,通過對(duì)外國會(huì)展企業(yè)在中國塑造品牌模式的分類,從中啟示中國會(huì)展企業(yè)重視會(huì)展品牌的塑造與國際化的推進(jìn)。本文更選取勵(lì)展的案例,深度剖析并購模式成功實(shí)施的要素,對(duì)于中國會(huì)展企業(yè)在“一帶一路”的戰(zhàn)略下具有一定的參考意義�！耙粠б宦贰笔侵袊鴷�(huì)展企業(yè)國際化,提高國際競爭力與影響力的重要契機(jī),中國會(huì)展業(yè)只有把握住這個(gè)契機(jī),結(jié)合網(wǎng)絡(luò)技術(shù)的快速發(fā)展,才能在競爭激烈的國際會(huì)展市場占據(jù)一席之地。
[Abstract]:The exhibition industry has great economic benefits, agglomeration effect and driving effect, which has become the "hot spot" pursued by all countries and regions. With the rapid development and expansion of the exhibition industry, the international market is gradually saturated. Since the reform and opening up, the western developed countries have begun to aim at this emerging market of China. After China's entry into the WTO, service trade barriers have been outlawed, and international exhibition giants have launched plans to enter China one after another, and have successfully created many brand exhibitions in China. It has a strong impact on the local exhibition brands in China. Under such circumstances, the domestic exhibition enterprises must attach importance to the importance of brand construction, at the same time, they should expand the emerging markets and realize the "going out" strategy of China's exhibition enterprises. This paper first analyzes the motivation and course of the international exhibition enterprises entering the Chinese market, and the internationalization of the exhibition enterprises is the inevitable trend, and then through the analysis of the brand shaping mode of the international exhibition enterprises entering China. It is found that in the early stage, the international exhibition enterprises choose to set up offices or invest in the construction of stadiums to carry out market research and market share occupation, so as to make adequate preparations for the transplantation of foreign brands; after occupying a place in the Chinese market, International convention and exhibition enterprises usually adopt the way of M & A to enhance their competitiveness and make better use of local favorable resources. In order to better meet the needs of the Chinese market, international exhibition enterprises continue to launch new exhibitions in China. In addition, through the analysis of the case study, we can find out the process of brand building and the elements of successful M & A in the exhibition industry. From the international exhibition enterprises in China to shape the brand of China's exhibition enterprises enlightenment. Chinese exhibition enterprises must improve the quality of the exhibition, attach importance to brand training and international thinking, fully combine Internet technology with the exhibition industry, seize the opportunity, and constantly enhance their core competitiveness. The innovation of this paper lies in the analysis of the motivation of foreign exhibition enterprises to enter the Chinese market, from which the inevitable trend of the internationalization of the exhibition industry is found. From this, Chinese exhibition enterprises attach importance to the creation of exhibition brands and the promotion of internationalization. This paper chooses the case of "exhibition" to analyze the elements of successful implementation of M & A mode in depth, which has certain reference significance for Chinese exhibition enterprises under the strategy of "Belt and Road". "Belt and Road" is an important opportunity for China's convention and exhibition enterprises to internationalize and improve their international competitiveness and influence. China's convention and exhibition industry can only grasp this opportunity and combine the rapid development of network technology. In order to occupy a place in the competitive international exhibition market.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.83;F273.2

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本文編號(hào)：1802668