上海品牌展览营销网站的客户满意度研究

发布时间：2018-06-21 06:46

本文选题：品牌展览 + 营销网站　；参考：《华东师范大学》2010年硕士论文

【摘要】： 会展业的蓬勃发展离不开网络技术的支持,目前,互联网正以前所未有的速度在世界各国迅速的传播发展,展览主办方利用网站这个高效的工具实施新的服务,开展网络营销活动,已经成为一种新的商机和必然。网络作为一种特殊的载体,呈现给观众和参展商的是一种全新的表现形式,给展位和展览门票营销也带来了更宽的渠道和更广阔的机会。但是由于展览是新兴产业,相关理论研究还比较滞后,国内外现有的文献对网络营销、网站评估和品牌展览方面的研究都较为深入,却很少有对展览门户网站效用和建设的探讨。本文选取上海品牌展览中的上海国际车展为例,采用问卷调查方式,从消费者满意角度出发,对车展网站各方面指标进行重要性和满意性两方面评分,找出期望和现实的差距,并运用IPA评估模型,从观众和参展商两个角度切入,深入分析车展网站的优势和劣势所在,提出针对性的优化和改进建议,以期为建设和改进展览营销网站提供思考和借鉴。本文主要包括五个部分：第一章为绪论,系统概括了本文探讨的问题、研究背景、研究意义、研究方法和内容,对国内外相关研究学术状态进行梳理,为全文提供了理论铺垫。第二章是展览营销和展览网站营销的理论探讨,对展览网站营销相关要素重要性进行评价,提出了展览网站营销的概念,指出其所具有的优点。第三章是观众和参展商对上海品牌展览网站现状重要性-满意性调查,通过设计问卷、样本选取,以期定量分析参展商和观众对车展营销网站的满意度,并详细介绍了本文使用的IPA分析法。第四章以调查结果为依据,运用“重要性-表现”(Importance-Performance)的方法,对上海品牌展览营销网站满意度进行分析,并找出优劣势所在。第五章在总结上海品牌展览营销网站的优劣势的基础上,有针对性地提出了优化其网站环境、促进网络不断完善的对策和建议。
[Abstract]:The vigorous development of the convention and exhibition industry cannot be separated from the support of network technology. At present, the Internet is spreading and developing rapidly in various countries of the world at an unprecedented speed. Exhibition organizers use the website as an efficient tool to implement new services. Develop network marketing activity, already become a kind of new business opportunity and inexorable. As a special carrier, the network presents a new form of expression to the audience and exhibitors. It also brings wider channels and wider opportunities to the booth and exhibition ticket marketing. However, because the exhibition is a new industry, the related theoretical research is still lagging behind, and the existing literature at home and abroad has a deep research on the aspects of network marketing, website evaluation and brand exhibition. However, there is little discussion about the utility and construction of the exhibition portal. In this paper, the Shanghai International Auto Show in Shanghai Brand Exhibition is selected as an example, and from the perspective of consumer satisfaction, the importance and satisfaction of all aspects of the auto show website are scored, and the gap between expectation and reality is found. By using the IPA evaluation model, this paper analyzes the advantages and disadvantages of the auto show website from the two angles of audience and exhibitor, and puts forward some suggestions for optimization and improvement in order to provide some thoughts and references for the construction and improvement of the exhibition marketing website. This paper mainly includes five parts: the first chapter is the introduction, systematically summarizes the problems discussed in this paper, research background, research significance, research methods and content, and comb the academic status of related research at home and abroad. It provides a theoretical basis for the full text. The second chapter discusses the theory of exhibition marketing and exhibition website marketing, evaluates the importance of related elements of exhibition website marketing, puts forward the concept of exhibition website marketing, and points out its advantages. The third chapter is the importance of audience and exhibitors to Shanghai brand exhibition website-satisfaction survey, through the design of questionnaires, sample selection, with a view to quantitative analysis of exhibitors and audience satisfaction with the auto show marketing website, IPA analysis method used in this paper is introduced in detail. Based on the survey results, the fourth chapter analyzes the satisfaction degree of Shanghai Brand Exhibition Marketing website by using the method of "materiality-performance", and finds out the advantages and disadvantages. On the basis of summarizing the advantages and disadvantages of Shanghai brand exhibition marketing website, the fifth chapter puts forward the countermeasures and suggestions to optimize the website environment and promote the continuous improvement of the network.
【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】