苏州国际博览中心会展业务营销策略研究

发布时间：2018-01-02 18:20

本文关键词：苏州国际博览中心会展业务营销策略研究　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：当前,会展产业在我国的发展已经初具规模。作为一个绿色的朝阳产业,会展行业即将进入一个快速发展的时期,会展经济时代的到来为时不远。会展业作为促使企业之间良好沟通的商务平台,其快速、高效的特点是网站、电视等其他营销媒体所不具备的。有营销需求或者资源合作需求的企业通过参加展会的形式进行自己的品牌宣传、产品推广以及寻求有效资源将越来越成为企业重要的营销活动。随着会展经济的迅猛发展,会展市场体系的逐步完善,参展商对会展市场的细分需求也日驱明显,相应的越来越多的主办方也为他们的参展商提供了可以满足不同细分需求的会展产品,进而我国的展会项目不论从数量、规模、还是参展人数、周边经济带动都具备了强大的吸引力。这些商机都为国内一、二线城市的各主流展馆所洞察,引得各地纷纷增加投入,展开了一轮又一轮场地规模扩大、提升服务质量、优化营销策略的“军备竞赛”。首先,苏州国际博览中心成立于2003年5月,地处苏州工业园区CBD核心区域,为苏州工业园区管委会直属特级国有企业,2004年开馆运行至今已有13载。近年来随着政府主办会展活动的经费逐年缩减,会展国有资产的规模下降,激烈的市场竞争趋势日益加剧。因此,笔者借以此文期望苏州国际博览中心能够依托长三角的区位优势,在良好市场经济形势的契机下加强会展业务的拓展,走在“创新潮”的前沿,深入研究行业形势和环境变化所带来的潜在影响,通过实施有效的营销策略,走向主动、高效、务实的“创新求变”之路。其次,本文主要依据现代企业营销理论与现代企业管理的前沿理论,联系国内外当前会展市场行情,结合苏州国际博览中心会展业务营销的实际情况进行研究。通过将国际先进营销理念引入苏州国际博览中心会展业务的实际经营过程中,从市场经营环境分析入手,剖析苏州国际博览中心会展业务所处的内部和外部环境,并通过建立SWOT战略分析矩阵,深入分析中心会展业务经营发展具备的优势和存在的劣势,以及面临的机遇和挑战。在此基础上,明确了会展产品的市场定位,设计出会展业务的营销策略组合方案。再次,为保障营销策略的实现,本文规划了相关的保障政策和实施办法,包括完善现代企业制度化管理体系,强化市场为导向的企业经营理念,提高会展项目研发能力,建立整体化的营销管理机制和完善人才储备及信息化管理配置等,以便更好地为既定的营销策略的实施提供组织保障。
[Abstract]:At present, the exhibition industry in China has begun to take shape. As a green sunrise industry, the exhibition industry is about to enter a period of rapid development. As a business platform to promote good communication between enterprises, the exhibition industry is characterized by a rapid and efficient website. TV and other marketing media do not have. There is a marketing demand or resource cooperation needs of enterprises through the form of participation in the exhibition of their own brand publicity. Product promotion and seeking effective resources will become more and more important marketing activities of enterprises. With the rapid development of exhibition economy, the exhibition market system is gradually improved. Exhibitors to the exhibition market segment demand is also obvious, the corresponding more and more organizers for their exhibitors can meet the needs of different segments of the exhibition products. Furthermore, the number, scale and number of exhibitors in China's exhibition projects, the surrounding economic drive has a strong attraction. These business opportunities are all observed by the mainstream pavilions in the first and second tier cities of China. All over the world to increase investment, launched round after round of site scale expansion, improve service quality, optimize marketing strategy of the "arms race". First, Suzhou international expo center was established in May 2003. Suzhou Industrial Park is located in the core area of CBD for the Suzhou Industrial Park Management Committee directly under the special level of state-owned enterprises. In 2004, the museum has been running for 13 years. In recent years, with the government sponsored exhibition activities reduced year by year, the scale of the exhibition state-owned assets decreased, the fierce market competition is increasingly intensified. The author hopes that the Suzhou International Expo Center will be able to rely on the location advantages of the Yangtze River Delta, strengthen the expansion of the exhibition business under the opportunity of a good market economy situation, and walk in the forefront of "innovation tide". Deeply study the industry situation and the potential impact of environmental change, through the implementation of effective marketing strategy, to take the initiative, efficient, pragmatic "innovation and change" road. Secondly. This article mainly based on the modern enterprise marketing theory and the modern enterprise management frontier theory, contacts the domestic and foreign present exhibition market market situation. Combined with the actual situation of Suzhou International Expo Center exhibition business marketing. Through the introduction of international advanced marketing concept into the Suzhou International Expo Center exhibition business in the actual operation process. Starting with the analysis of the market environment, this paper analyzes the internal and external environment of the exhibition business of Suzhou International Expo Center, and establishes the strategic analysis matrix of SWOT. On the basis of analyzing the advantages and disadvantages, the opportunities and challenges faced by the center, the market positioning of the exhibition products is clarified. Thirdly, in order to ensure the realization of marketing strategy, this paper plans the relevant security policies and implementation methods, including the improvement of modern enterprise institutionalized management system. Strengthen the market-oriented business philosophy, improve the exhibition project R & D capacity, establish an integrated marketing management mechanism and improve the talent reserve and information management configuration. In order to better the implementation of the established marketing strategy to provide organizational security.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.83

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