本文關(guān)鍵詞： 會展 特展 娛樂性主題 運(yùn)作 策略　出處：《華僑大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：會展業(yè)在國內(nèi)有一定歷史,但近年出現(xiàn)的娛樂性主題展卻是一個全新行業(yè)分支,面對國內(nèi)日益旺盛的文化娛樂需求,其在社會效益和經(jīng)濟(jì)效益上具有廣闊前景,且市場廣大,值得我們在它開始之初就進(jìn)行研究。本文通過實(shí)戰(zhàn)案例結(jié)合理論分析,采用經(jīng)驗(yàn)總結(jié)法、案例分析法和調(diào)查分析法,從營銷、組織和創(chuàng)新三方面研究娛樂性主題展的運(yùn)作策略,營銷是主題展運(yùn)作的起點(diǎn),組織運(yùn)作是展覽得以順利推進(jìn)的保障,創(chuàng)新是主題展拓展市場的需要,三方面合力才能運(yùn)作好展覽。文中得出以下結(jié)論:一是總結(jié)了主題展選址原則、定價原則、票務(wù)渠道。二是要善用軟文、事件和熱點(diǎn)進(jìn)行營銷。三是充分運(yùn)用微信微博進(jìn)行宣傳,尤其是借助自媒體進(jìn)行病毒式傳播。四是圍繞“聚焦、標(biāo)題黨、突出差異、品牌洗腦”四點(diǎn)包裝主題。五是在團(tuán)購、論壇、貼吧、SEO上做好口碑維護(hù)。六是提出了“資源整合”和“資源置換”的組織策略,并從場地、媒體、廣告、贊助商、公益五方面分析兩種方法在對接資源中的運(yùn)用。七是提出通過IP化、互動化、感觀強(qiáng)化、故事化以及多媒體應(yīng)用進(jìn)行主題創(chuàng)新。八是借用“轉(zhuǎn)嫁成本”和“讓第三方付費(fèi)”思路,提出包括版權(quán)出售、增值服務(wù)收費(fèi)等六種新盈利方式。九是異業(yè)合作是未來的重要模式,展覽藝術(shù)和商業(yè)空間的結(jié)合是必然趨勢。本文特色在于運(yùn)用互聯(lián)網(wǎng)思維分析了一個新課題,并研究總結(jié)出一套完整的辦展策略方案,為行業(yè)內(nèi)各產(chǎn)業(yè)鏈的參與者提供參考信息、為將來主題展開發(fā)摸索方向和趨勢。同時讓公眾了解這個新興產(chǎn)業(yè),為政府提供有效的參考,制定政策提供依據(jù),以期對主題展行業(yè)、文創(chuàng)事業(yè)甚至是公共文化娛樂生活的發(fā)展有所幫助和建設(shè)。
[Abstract]:The exhibition industry has a certain history in China, but the entertainment theme exhibition which appears in recent years is a brand new branch of the industry. In the face of the growing domestic cultural entertainment demand, it has broad prospects in social and economic benefits. And the market is vast, it is worth us at the beginning of the study. This paper through the actual combat cases combined with theoretical analysis, the use of empirical summary method, case analysis and investigation analysis, from the marketing. Organization and innovation of the three aspects of entertainment theme exhibition operation strategy, marketing is the starting point of the theme exhibition operation, organizational operation is the smooth promotion of the exhibition, innovation is the theme exhibition needs to expand the market. In this paper, the following conclusions are drawn: first, the paper summarizes the theme exhibition location principles, pricing principles, ticketing channels; second, to make good use of soft text. The third is to make full use of WeChat Weibo for propaganda, especially with the help of self-media for viral dissemination. Fourth, focus on "focus, headline party, highlight differences." Brand brainwashing "four-point packaging theme. Five is to do good word of mouth maintenance on group purchase, forum, post bar and SEO. Sixth, put forward the organizational strategy of" resource integration "and" resource replacement ", and from the venue, media, advertising. Sponsor, public welfare five aspects of analysis of the two methods in the application of docking resources. Seventh, proposed through IP, interactive, sensory enhancement. The eighth is to borrow the ideas of "transfer cost" and "let third party pay", and put forward the idea of including copyright sale. There are six new profit modes, such as value-added service charges. Nine is that the cooperation between different industries is an important mode in the future, and the combination of exhibition art and commercial space is an inevitable trend. This article is characterized by the use of Internet thinking to analyze a new topic. And the study summed up a set of complete exhibition strategy for the industry participants in the industry chain to provide reference information for the future theme development and explore the direction and trend. At the same time let the public understand this emerging industry. To provide effective reference for the government and provide the basis for the formulation of policies, in order to help and build the development of theme exhibition industry, cultural creation and even public cultural and recreational life.
【學(xué)位授予單位】：華僑大學(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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