旅游展览会赞助商的赞助动机与影响因素研究

发布时间：2018-03-04 16:11

本文选题：旅游展览会　切入点：赞助　出处：《中南林业科技大学》2012年硕士论文　论文类型：学位论文

【摘要】：自20世纪80年代以来,会展业已经逐渐成为现代服务业的新兴力量,其强大的乘数效应,能提高城市知名度,促进招商引资,对城市经济发展特别是第三产业的发展以及打造、经营城市品牌具有巨大的作用。会展业日趋成为刺激经济增长的强劲引擎。随着旅游业的不断发展,旅游展览与会议活动也越来越多,中国旅游会展业每年以20%左右的速度递增,成为展现旅游业发展状况的窗口,同时也为旅游业的发展带来更多的商机,更加完善行业的发展。由于会展业起步较晚,会展业的发展体系一直都不完善,旅游展览和会议相关的经济活动在发展过程中存在着很多矛盾,其中较为突出的就是投入与产出的矛盾。主要体现在大部分旅游展览会都是靠政府的财政投入来维持,而政府财政投入的有限性,一方面,容易形成僧多粥少的尴尬局面,另一方面,随着经济全球化和市场化程度的不断提高,政府主导型的旅游会展发展模式也将阻碍旅游展览会的市场化程度,进而拉开与国际会展业的距离。经费不足、资源的匮乏等现实因素强烈迫使旅游展览会主办方开始另辟蹊径,遵循市场经济的规律,努力挖掘新的经费和资源,逐渐开始模仿大型体育赛事的经营模式,向外寻求赞助。文章通过对现有赞助理论的归纳总结,旅游展览会的发展历程、发展模式的研究与分析,对广州国际旅游展览会的参展商、专业观众以及部分旅游企业提供赞助的影响因素进行调查,找出影响企业是否提供赞助的主要因素,并对症下药,提出一系列针对旅游展览会的赞助商开发策略。研究的结论是：旅游展览会赞助商的开发是可行的,根据影响企业赞助意愿的因素,旅游展览会主办方应该立足于提升会展自身实力,深入分析客户需求,对症下药,使其变为现实的赞助商,进而建立起一套与赞助方互惠互利的双赢赞助模式。
[Abstract]:Since 1980s, the exhibition industry has gradually become a new force in the modern service industry. Its powerful multiplier effect can enhance the visibility of the city, promote investment, and promote the development of the urban economy, especially the tertiary industry. City brands have a huge role to play. The convention and exhibition industry is becoming a powerful engine for economic growth. With the development of tourism, there are more and more exhibitions and conferences. China's tourism exhibition industry is increasing at an annual rate of about 20%, which becomes a window to show the development of tourism, but also brings more business opportunities for the development of tourism, and improves the development of the industry. Due to the late start of the convention and exhibition industry, the development system of the convention and exhibition industry has not been perfect. There are many contradictions in the development process of the tourism exhibition and conference related economic activities. One of the more prominent is the contradiction between input and output. This is mainly reflected in the fact that most tourism exhibitions are maintained by the government's financial input. On the one hand, it is easy to create an awkward situation of more than enough people to meet their needs and less to meet their needs. On the other hand, with the continuous improvement of economic globalization and marketization, the government-led tourism exhibition development model will also hinder the degree of marketization of tourism exhibitions, and then draw back the distance from the international convention and exhibition industry. The lack of resources and other realistic factors strongly force the tour exhibition organizers to start to seek a new way, follow the laws of the market economy, strive to excavate new funds and resources, and gradually begin to imitate the management mode of large-scale sports events and seek sponsorship from the outside. Based on the summary of the existing sponsorship theory, the development course of the tourism exhibition, the research and analysis of the development model, the article analyzes the exhibitors of the Guangzhou International Tourism Exhibition. Professional viewers and some tourism enterprises to provide sponsorship factors to investigate, to find out whether the main factors that affect the sponsorship of enterprises, and the right remedy, This paper puts forward a series of sponsor development strategies for tourism exhibition. The conclusion of the study is: the development of tourism exhibition sponsor is feasible, according to the factors that affect the enterprises' sponsorship intention, The organizers of tourism exhibition should base themselves on enhancing the strength of the exhibition, deeply analyze the needs of customers, give the right remedy to make it a real sponsor, and then establish a win-win sponsorship model for mutual benefit with the sponsors.
【学位授予单位】：中南林业科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F592;F713.83

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