K公司展会营销的实证研究

发布时间：2018-05-18 10:30

本文选题：展会营销 + 参展商　；参考：《华东师范大学》2010年硕士论文

【摘要】： 对于工业品企业,展会营销是开发新客户、开拓新市场和提升企业的品牌影响力的一把利器,短短几天的展览期间,即可将企业产品和形象进行集中展示和宣传。本论文以K公司参加SEMICON展览的案例为切入点,从参展商的视角,研究如何利用展会营销来开发客户,提升产品品牌形象。本论文建立了参展商利用展会营销的研究框架,详细分析了K公司参加SEMICON展会的五个阶段：决策阶段、策划阶段、筹备阶段、展出阶段和展后阶段。作为一家业界领先的美资半导体设备供应商,K公司在进入中国之初,面对全新的市场,产生新客户开发缓慢和产品品牌不被认知的困难。K有效地利用了展会这一营销工具,通过参加在中国举办的半导体行业内专业的品牌展览---SEMICON展览,K公司产品在中国的市场占有率得到了提高,品牌被更多的中国客户认可。通过本案例的研究,有助于帮助中国企业如何更好的利用展会营销扩大市场占有率、提升企业产品的品牌影响力。同时,对参展企业从展会营销策略和具体操作展览营销过程提供了颇具价值的建议。企业要善于利用展会营销的分析框架,系统性的利用展会营销这个利器,设置专门的展会部门,重视展览营销的全过程管理,以实现展会营销的目的。
[Abstract]:For industrial enterprises, exhibition marketing is a sharp weapon to develop new customers, open up new markets and enhance the brand influence of enterprises. During the exhibition period of a few days, the products and images of enterprises can be displayed and propagated centrally. From the perspective of exhibitors, this paper studies how to use the exhibition marketing to develop customers and enhance the brand image of the products by taking the case of K Company participating in the SEMICON exhibition as the starting point. This paper establishes a research framework for exhibitors to use the exhibition marketing, and analyzes in detail the five stages of K company's participation in SEMICON: decision making, planning, preparation, exhibition and post-exhibition. As a leading U.S.-owned semiconductor equipment supplier in China, KK Company is facing a completely new market, resulting in the difficulties of slow development of new customers and unrecognized product brand. K has effectively utilized the exhibition as a marketing tool. Through participation in the semiconductor industry professional brand exhibition-SEMICON exhibition K products in China's market share has been increased, brand recognition by more Chinese customers. This case study is helpful to help Chinese enterprises expand their market share and enhance the brand influence of their products. At the same time, the exhibitors from the exhibition marketing strategy and specific operation of exhibition marketing process to provide valuable advice. Enterprises should be good at making use of the analytical framework of exhibition marketing, systematically utilize the sharp weapon of exhibition marketing, set up special exhibition department and attach importance to the whole process management of exhibition marketing, in order to realize the purpose of exhibition marketing.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.83

【引证文献】