民营展览企业市场竞争利基战略应用研究

发布时间：2018-04-28 19:00

本文选题：民营展览企业 + 市场竞争　；参考：《上海师范大学》2010年硕士论文

【摘要】： 改革开放以来,展览业在我国得到了快速的发展。随着入世及国内市场化进程的日益加快,作为市场主体的展馆、展览公司体制已呈多元化,在此形势下民营展览企业如雨后春笋般出现,并得到发展壮大,逐步成为展览经济当中一支不可忽视的力量。除贸易促进机构和各类协会等举办机构外,我国已拥有国营、股份制、民营和中外合资等不同性质的大批专业展览公司,基本形成国营、中外合资、民营三大市场主体。在众多主体之中,民企办展日益成为展览经济中的主力军。目前,大多数城市民营展览企业在数量上占到85%以上,且在繁荣中国展览业、拓展展览项目、协助政府办展和培养展览人才等许多方面作出了重要贡献。但是与国有企业和外资企业相比,民营展览企业自身有规模小,实力差,各种资源有限,缺乏长期战略规划、创新能力和品牌知名度等劣势,加上在我国特殊国情下形成的特殊会展体制,使得大多数民营展览企业无法与国有展览企业和外资展览企业进行正面的竞争。事实上,目前我国民营展览企业的发展也处于很大的困境中,大部分民营展览企业的经营举步维艰。国内外很多学者已经有研究证明利基战略是中小企业做大做强的必然选择,国内也有一些学者开始尝试把利基战略与某个特定行业或者特定行业的某类企业相结合进行研究,如出版行业、医疗行业、酒店业和航空业等。本文以为利基战略同样可以应用于我国展览业中的民营展览企业,为其在激烈的市场竞争中争得一席之地,继而发展壮大。本文的创新点是首次在理论上在分析利基战略的特征和展览行业的特点基础上,把利基战略与民营展览企业的发展相结合,为民营展览企业发展战略的制定和实施提供参考借鉴。本文第二章概述了利基战略理论及其他相关理论,归纳出了国内外对利基战略理论的研究现状及发展趋势;第三章详细概括了国内及国外展览业的起源和发展,并介绍了我国民营展览企业的发展进程;第四章首先对民营展览企业实施利基战略的必然性进行了分析,然后从展览专业化趋势、展览市场垄断程度及展览消费者需求满足情况等角度对民营展览企业在我国实施的可行性进行了深入分析;本文在第五章对一个典型案例——广州光亚展览贸易有限公司进行了深入分析,这个案例是民营展览企业运用利基战略取得成功的典型代表;在本文的最后一章,本文根据利基战略的三个实施步骤:利基市场的进入、利基市场的占领和利基市场的扩张,结合我国展览业的特点和前一章的案例研究,分析了民营展览企业如何具体运用实施利基战略。最终得出结论:利基战略是民营展览企业的必然选择,且如果能够得到正确有效地实施,它能够使民营展览企业生存下来并发展成为行业领头羊。
[Abstract]:Since the reform and opening up, the exhibition industry in China has been rapid development. With the entry into WTO and the acceleration of the domestic market-oriented process, the exhibition company system has been diversified as the main body of the market. Under this situation, private exhibition enterprises have sprung up, and have been developed and strengthened. Gradually become a force in the exhibition economy can not be ignored. In addition to trade promotion agencies and various associations, China already has a large number of professional exhibition companies with different characteristics, such as state-owned, joint-stock, private and Sino-foreign joint ventures, which basically form three major market entities, namely, state-owned, Sino-foreign joint ventures and private enterprises. Among many subjects, private enterprise exhibition is increasingly becoming the main force in exhibition economy. At present, private exhibition enterprises in most cities account for more than 85% of the total, and they have made important contributions to the prosperity of China's exhibition industry, the expansion of exhibition projects, the assistance of the government in organizing exhibitions and the training of exhibition personnel, and so on. However, compared with state-owned enterprises and foreign-funded enterprises, private exhibition enterprises have their own disadvantages such as small scale, poor strength, limited resources, lack of long-term strategic planning, innovation ability and brand awareness. In addition, the special exhibition system formed under the special national conditions of our country makes most private exhibition enterprises unable to compete positively with state-owned exhibition enterprises and foreign-funded exhibition enterprises. As a matter of fact, the development of private exhibition enterprises in our country is also in great difficulty. Many scholars at home and abroad have proved that niche strategy is the inevitable choice for small and medium-sized enterprises to become bigger and stronger. Some domestic scholars have begun to try to combine niche strategy with a specific industry or a certain type of enterprise in a specific industry. Such as publishing industry, medical industry, hotel industry and aviation industry and so on. This paper holds that the niche strategy can also be applied to the private exhibition enterprises in the exhibition industry of our country in order to gain a place in the fierce market competition and then develop and expand. The innovation of this paper is the first time to combine niche strategy with the development of private exhibition enterprises on the basis of analyzing the characteristics of niche strategy and the characteristics of exhibition industry. For the private exhibition enterprise development strategy formulation and implementation to provide reference. The second chapter summarizes the niche strategy theory and other related theories, summarizes the domestic and foreign research status and development trend of niche strategy theory, the third chapter summarizes the origin and development of domestic and foreign exhibition industry in detail. The fourth chapter analyzes the necessity of private exhibition enterprises to implement niche strategy, and then analyzes the trend of exhibition specialization. From the view of monopoly degree of exhibition market and satisfaction of consumer demand, the feasibility of private exhibition enterprises in China is analyzed. In the fifth chapter, a typical case, Guangzhou Guangya Exhibition Trade Co., Ltd., is deeply analyzed. This case is a typical example of the success of private exhibition enterprises using niche strategy. According to the three implementation steps of niche strategy: the entry of niche market, the occupation of niche market and the expansion of niche market, this paper combines the characteristics of China's exhibition industry and the case study of the previous chapter. This paper analyzes how to implement niche strategy in private exhibition enterprises. The final conclusion is that niche strategy is the inevitable choice of private exhibition enterprises, and if it can be implemented correctly and effectively, it can make private exhibition enterprises survive and develop into industry leaders.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.83

【引证文献】