基于PCO感知的会展中心品牌资产结构研究

发布时间：2019-03-25 13:42

【摘要】：会展业的发展离不开会展中心,会展中心是办展机构举办展览会的一个空间载体,从展会开始到结束,几乎所有的活动都围绕会展中心进行,因此,会展中心成为会展业链条中的一个关键点。而伴随着中国会展业的迅速发展,中国会展产业规模逐步扩大,专业场馆的建设如雨后春笋,会展中心的相对过剩造成了部分场馆的闲置与浪费,同时也加剧了各地会展中心之间的竞争。而在日益开放和竞争激烈的会展市场中,品牌已经成为竞争的焦点,一个著名的品牌能支撑一个企业,拥有品牌展览会是一个展览公司赖以生存和发展的根本,同样,一个会展中心通过树立自己的品牌从而吸引品牌展会以及品牌展览公司并得到他们的认可是会展中心竞争的重要法宝。目前关于会展中心的理论研究还不多,国内仅有的几篇文章主要集中在会展中心选址上面,而关于会展中心品牌塑造方面的研究明显不多,本文试着从会展组织者的角度出发,研究会展中心品牌资产结构,帮助会展中心认识自身优势,从而提高其出租率。全文共分为五部分：第一部分是绪论,阐述了本文的研究背景、研究意义、理论范畴、写作思路和研究框架。第二部分是文献综述,国内外学者对于品牌资产的研究已经非常细致和成熟,笔者简单评述了品牌资产的概念以及品牌资产的结构模型,为本文研究提供了一定的理论基础；然后评述了国内外有关品牌资产结构模型的应用研究,借鉴了有关旅游企业品牌资产结构模型的研究；最后对国内外关会展中心的研究作出综述,提出了会展中心品牌资产研究的必要性和重要性。第三部分是研究设计。发展了本文的研究模型,并设计量表对问卷进行解释。第四部分是实证研究。通过描述性分析和因子分析,对数据进行整理和分析,验证了本文提出的五个假设,同时进一步表明硬件支持、地理位置、价格认知、服务维度和品牌凸显性是会展中心品牌资产的构成因子。然后通过结构方程模型得到地理位置对会展中心品牌资产贡献率最大,价格认知对其贡献率最小。第五部分是研究结论及展望。本文从会展组织者的角度构建了会展中心品牌资产的构成因子,得出结论,同时指出了本文存在的不足以及对后续研究的展望。
[Abstract]:The development of the convention and exhibition industry is inseparable from the Convention and Exhibition Center, which is a space carrier for the exhibitors to hold exhibitions. From the beginning of the exhibition to the end of the exhibition, almost all the activities are carried out around the Convention and Exhibition Center, so, The Convention and Exhibition Center has become a key point in the exhibition industry chain. With the rapid development of China's convention and exhibition industry, the scale of China's convention and exhibition industry has gradually expanded, and the construction of professional venues such as bamboo shoots has sprung up, and the relative surplus of convention and exhibition centers has caused some stadiums to be idle and wasted. At the same time, it also intensifies the competition among convention and exhibition centers around the world. And in the increasingly open and competitive exhibition market, the brand has become the focus of competition. A famous brand can support an enterprise, and owning a brand exhibition is the foundation for the survival and development of an exhibition company. An exhibition center attracts the brand exhibition and the brand exhibition company by establishing its own brand, and getting their recognition is an important magic weapon in the competition of the convention and exhibition center. At present, there is not much theoretical research on the Convention and Exhibition Center, the only few articles in China are mainly focused on the location of the Convention and Exhibition Center, but the research on the brand shaping of the Convention and Exhibition Center is obviously not much. This paper tries to proceed from the angle of the organizer of the exhibition. Research the structure of the brand equity of the convention and exhibition center, help the convention and exhibition center to understand its own advantages, so as to improve its renting rate. The full text is divided into five parts: the first part is the introduction, elaborated the research background, the research significance, the theoretical category, the writing train of thought and the research frame. The second part is the literature review, the domestic and foreign scholars to the brand equity research has been very meticulous and mature, the author briefly commented on the concept of brand equity and brand equity structure model, which provides a certain theoretical basis for this study; Then it comments on the application of brand equity structure model at home and abroad, and draws lessons from the research on brand equity structure model of tourism enterprises. Finally, this paper summarizes the research of the exhibition center at home and abroad, and puts forward the necessity and importance of the research on the brand equity of the convention and exhibition center. The third part is the research and design. Developed the research model of this paper, and designed a scale to explain the questionnaire. The fourth part is empirical research. Through descriptive analysis and factor analysis, the data are sorted and analyzed, and the five hypotheses put forward in this paper are verified. At the same time, the hardware support, geographical location and price cognition are further demonstrated. Service dimension and brand salience are the constituent factors of brand equity of convention and exhibition center. Then, through the structural equation model, the contribution rate of geographical location to the brand equity of convention and exhibition center is the largest, and the contribution rate of price cognition to it is the least. The fifth part is the research conclusion and prospect. This paper constructs the constituent factors of the brand equity of the convention and exhibition center from the view of the organizer, and draws a conclusion. At the same time, it points out the shortcomings of this paper and the prospect of the follow-up research.
【学位授予单位】：东北财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.83;F273.2

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