依托行业展览的网络会展研究

发布时间：2018-05-19 08:17

本文选题：网络会展 + 行业展览　；参考：《广州大学》2012年硕士论文

【摘要】：随着网络技术的日益普及和会展业发展的需要，网络会展这种新型会展模式，，也在我国兴起。但网络会展如何更好地结合电子商务、实体展览以提高其可持续发展性是个比较突出的问题。本文用文献研究法、归纳法、概念分析法对网络会展进行分析，提出依托行业展览的网络会展模式，并以阿拉丁照明网为例进行实证研究，以期能够对行业会展企业在网络会展发展方面有一定借鉴价值。本文首先对国内外网络会展研究现状进行分析，并对网络会展概念重新进行了界定：“网络会展”是对实体会展的虚拟，是组织、展出、展览活动的各个环节及会展组织者、参展商、观众之间的交流都通过网络进行的一种展览。其本质是集传统会展众多服务功能与网络技术于一体的一种会展模式。接着本文对我国网络会展发展现状和存在问题进行了探讨：目前我国网络会展发展极具潜力，但仍处于起步阶段，存在诚信和网络安全等问题，网络会展发展模式还不成熟，无法脱离传统会展独立发展。本文对行业展览发展网络会展的优势进行了分析，认为现有的行业展览可以充分利用其丰富的行业资源、充足的办展经验和强大的品牌优势，通过专业的行业网站建设，和行业展览进行充分地结合，形成实体展览、网络展览、行业网站为中心的立体式会展网络，将网络会展发展成为行业资源中心。在此基础上，本文提出我国依托行业展览的网络会展的运作模式：行业展览--行业资源--行业网站。此模式以行业展览为依托，在行业资源基础上发展网络会展，以会展主体需求为中心进行网站功能优化，以行业为中心进行产业资源整合，最能体现网络会展的作用和效果。最后通过对阿拉丁照明网的发展模式分析，验证本文提出的网络会展“行业展览--行业资源--行业网站”模式的可行性和在提升企业服务、管理水平方面的显著功效,并对我国发展网络会展提出了意见和建议。我国网络会展的发展可以从网络会展与传统会展相结合、树立良好的企业文化和品牌形象、强化网络会展增值服务优势、形成行业资源交流中心、建立健全的认证管理体制，提升目标客户群的信心指数、提升网络会展专业化水平等几个方面进行。
[Abstract]:With the increasing popularity of network technology and the needs of the development of exhibition industry, the new exhibition mode of network exhibition is also emerging in China. However, how to combine E-commerce better, and how to improve its sustainable development by physical exhibition is an outstanding problem. This article uses the literature research method, inductive method, the concept analysis method to analyze the network exhibition, proposes the network exhibition pattern which relies on the industry exhibition, and takes Aladdin lighting network as an example to carry on the empirical research. With a view to the industry exhibition enterprises in the development of network exhibition has a certain reference value. This paper firstly analyzes the present situation of the research on the network exhibition at home and abroad, and redefines the concept of the network exhibition: "network exhibition" is the virtual organization of the physical exhibition, the organization, the exhibition, the exhibition activity and the exhibition organizer. An exhibition in which exhibitors and spectators communicate through the Internet. Its essence is a kind of convention and exhibition mode which integrates the traditional convention and exhibition service function and the network technology. Then this paper discusses the current situation and existing problems of the development of the network exhibition in our country: at present, the development of the network exhibition in our country has great potential, but still in the initial stage, there are some problems such as honesty and network security, and the development mode of the network exhibition is not mature. Can not separate from the traditional exhibition independent development. This paper analyzes the advantages of developing the network exhibition of the industry exhibition, and thinks that the existing industry exhibition can make full use of its abundant industry resources, sufficient experience of running the exhibition and strong brand advantage, and through the construction of the professional industry website, Combining fully with the industry exhibition, it forms a three-dimensional exhibition network centered on physical exhibition, network exhibition and industry website, which develops the network exhibition into an industry resource center. On this basis, this paper puts forward the operation mode of network exhibition based on industry exhibition in our country: industry exhibition-industry resource-industry website. This model is based on the industry exhibition, develops the network exhibition on the basis of the industry resources, optimizes the website function with the exhibition main body demand as the center, and takes the industry as the center to integrate the industry resources, which can best reflect the function and effect of the network exhibition. Finally, through the analysis of the development mode of Aladdin Lighting Network, it verifies the feasibility of the model of "Industry Exhibition-Industry Resource-Industry website" proposed in this paper and its remarkable effect in improving the service and management level of enterprises. And put forward the opinion and suggestion to our country to develop the network exhibition. The development of the network exhibition in our country can combine the network exhibition with the traditional exhibition, establish the good enterprise culture and brand image, strengthen the advantage of the network exhibition value-added service, form the trade resource exchange center, establish the perfect certification management system. Improve the target customer confidence index, improve the level of professional network exhibition and other aspects.
【学位授予单位】：广州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F713.83

【参考文献】