基于效率与均衡的参展效果系统优化研究

发布时间：2018-02-24 17:49

本文关键词： 参展效果边际效用空间效率效率与均衡　出处：《中国海洋大学》2012年硕士论文　论文类型：学位论文

【摘要】：近年来会展业在我国已有了快速的发展，无论是会展数目还是影响力都实现了大的跨越，会展业规模的不断扩大不但带动了当地会展奖励旅游（MICE）的快速发展，也促进了区域经济的发展，成为经济增长的一股新兴力量。但同我国的其它产业面临的情况一样，会展业的快速发展也是建立在数目攀升、规模积聚、大量投资的基础之上，效率有待提高，同样需要调整结构、优化升级、实现从要素投入到效率推动的发展阶段。以此为背景，本文主要从微观上研究了参展商在参展过程中的效率与均衡问题，并提出实现参展效果优化的有关建议。国内外很多文献对于参展效果的研究，大都从实证出发，通过问卷调查、指标评价等方法得出影响参展效果的各个因素，这种研究有很强的针对性并且较为直观，但缺乏一般性。为了更好的说明参展效果的一般意义，本文以前人研究为基础，根据参展目标对参展效果进行了技术分析，提出了参展的直接效果和延伸效果这两个概念，旨在更好的说明展会中直接产生的交易额（或订单）和其在后续时间内产生的宣传推广作用，并运用“观众”、“参展商数量”、“成交额”和“展出总面”等指标的静态和动态变化来考察参展的直接效果和延伸效果。从参展效果的技术分析出发，，本文主要分析了参展商参展投入对于参展效果的边际效用和展会的空间效率两大问题：通过埃奇沃思方框图说明了参展投入的均衡与效率问题，通过建立数学模型分析了展会空间利用上的效率与均衡问题。这两大问题共同构成了影响参展效果的效率与均衡问题，也是本文所有研究的核心所在。一些参展商的跟随心理或者因首次参展经验不足会导致参展投入的不经济性，出现参展投入的边际效果下降的趋势，这构成了参展投入的均衡；参展商的个人理性导致其对展位、展会空间的过度利用，以至于展会拥挤不堪、参展观众信息接受过载的情况构成了展会空间利用上的均衡。这两种均衡都是由于参展商只从个体出发，追求个体最优时产生的。若要改变这一均衡局面，实现从均衡到帕累托有效率的改进，就必须从展会系统出发，研究参展商的整体最优，减少盲目投入和一些不必要的竞争性投入，实现资源的有效利用。通过研究参展商参展时的效率与均衡问题，本文从博弈论的思想出发，详细分析了参展效果的个体最优和整体最优，进而提出应该从展会系统出发，从整体上关注参展效果，通过主办方的限制和引导，实现参展商之间的协调，进行优势互补，避免不良竞争，最终实现参展投入和空间利用效率的最大化。此外，本文在研究过程中，为了更好地说明问题，在研究展会空间利用问题的时候，提出了“展会承载力”的概念，说明了展会可以容纳的展出活动的有效规模；在研究展会系统性的时候，提出了“展会外部性”的概念，从而指出了主办方、中小型参展商利用大型参展商的品牌效应“搭便车”的现象。最后本文以参展效果的技术分析为基础，从展会系统性和外部性出发，结合本文对参展投入和展会空间利用的效率与均衡分析，分别从参展商和主办方两个角度提出了参展效果的优化建议。
[Abstract]:In recent years , the exhibition industry has developed rapidly in our country , whether the number or influence of the exhibition industry has achieved great strides , and the expansion of the exhibition industry not only drives the rapid development of the local MICE bonus tour ( MICE ) , but also promotes the development of the regional economy . It also needs to adjust the structure , optimize the upgrade and realize the development stage driven by the factor into efficiency . In order to better illustrate the general meaning of the exhibition effect , this paper puts forward two concepts of direct effect and extension effect of the exhibition . The purpose of this paper is to show the direct effect and the extension effect of the exhibition . Based on the technical analysis of the exhibition effect , this paper mainly analyzes the marginal utility of the exhibitors and the space efficiency of the exhibition : through the Eichworth block diagram , the equilibrium and the efficiency of the exhibition are discussed . The efficiency and the balance of the exhibition space utilization are analyzed through the establishment of the mathematical model . The two big problems together form the efficiency and the equilibrium problem which influence the exhibition effect , and the core of all the research in this paper . Some exhibitors ' follow - up psychology , or the lack of economic performance due to the shortage of first - time participation , constitute the equilibrium of the exhibition space utilization . The individual rationality of the exhibitors leads to the equilibrium of the exhibition space utilization . To change this equilibrium situation , to realize the improvement from the equilibrium to Pareto efficient , it is necessary to study the overall optimization of the exhibitors from the exhibition system , reduce blind investment and unnecessary competitive input , and realize the effective utilization of resources . Based on the theory of game theory , this paper analyzes the individual optimum and the overall optimal of the exhibition effect , and then puts forward that it should focus on the exhibition effect from the view of the exhibition system , pay attention to the exhibition effect from the whole , realize the coordination between the exhibitors through the limitation and guidance of the sponsors , and avoid the bad competition , and finally realize the maximization of the investment input and the space utilization efficiency . In addition , in the course of research , in order to better illustrate the problem , the concept of " exhibition bearing capacity " was put forward in the study of the exhibition space utilization . The concept of " exhibition outside " was put forward when the exhibition was systematic . The phenomenon of " riding car " was pointed out by using the brand effect of large exhibitors . Finally , based on the technical analysis of the exhibition effect , based on the systematic and external aspects of the exhibition , this paper puts forward the optimization suggestions of the exhibition effect from the exhibitors and the sponsors in combination with the analysis of the efficiency and balance of the exhibition space utilization and the exhibition space utilization .

【学位授予单位】：中国海洋大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.83

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