国际会展企业在华塑造品牌模式研究

发布时间：2018-04-25 19:37

本文选题：国际会展企业 + 品牌移植　；参考：《江西财经大学》2017年硕士论文

【摘要】：会展业具有极大的经济效益、聚集效应以及带动效应,成为各个国家、地区竞相追逐的“香饽饽”,随着会展业的迅速发展与扩张,国际市场逐渐趋于饱和。自改革开放以来,西方发达国家开始瞄准中国这个新兴市场,在中国加入WTO之后,服务贸易壁垒被取缔,国际会展巨头纷纷开展入华计划,并在中国成功的塑造许多品牌展会,对中国当地会展品牌产生强烈的冲击。在这样的情况下,国内会展企业必须重视品牌建设的重要性,同时要拓展新兴市场,实现中国会展企业“走出去”战略。本文首先分析了国际会展企业进入中国市场的动因及历程,会展企业国际化是必然趋势,而后通过对进入中国的国际会展企业的品牌塑造模式分析,发现前期国际会展企业选择设立办事处或投资场馆建设的方式进行市场调研与市场份额的占领,为国外品牌移植做好充分准备;在中国市场占据一席之地后,国际会展企业通常采取并购中国会展企业的方式来提升自己的竞争力,更好的利用当地有利资源;为更好适应中国市场的需求,国际会展企业不断地在中国推出新展。此外,通过对励展企业塑造品牌的案例分析,进一步了解到国际会展业塑造品牌的过程及成功并购的要素。从中得出国际会展企业在华塑造品牌对中国会展企业的启示。中国会展企业必须提高展会的质量,重视品牌培养与国际化思维,把互联网技术与会展业充分结合,把握时机,不断提升自身的核心竞争力。本文的创新之处在于分析了国外会展企业进入中国市场的动因,从中发现会展业国际化的必然趋势,通过对外国会展企业在中国塑造品牌模式的分类,从中启示中国会展企业重视会展品牌的塑造与国际化的推进。本文更选取励展的案例,深度剖析并购模式成功实施的要素,对于中国会展企业在“一带一路”的战略下具有一定的参考意义。“一带一路”是中国会展企业国际化,提高国际竞争力与影响力的重要契机,中国会展业只有把握住这个契机,结合网络技术的快速发展,才能在竞争激烈的国际会展市场占据一席之地。
[Abstract]:The exhibition industry has great economic benefits, agglomeration effect and driving effect, which has become the "hot spot" pursued by all countries and regions. With the rapid development and expansion of the exhibition industry, the international market is gradually saturated. Since the reform and opening up, the western developed countries have begun to aim at this emerging market of China. After China's entry into the WTO, service trade barriers have been outlawed, and international exhibition giants have launched plans to enter China one after another, and have successfully created many brand exhibitions in China. It has a strong impact on the local exhibition brands in China. Under such circumstances, the domestic exhibition enterprises must attach importance to the importance of brand construction, at the same time, they should expand the emerging markets and realize the "going out" strategy of China's exhibition enterprises. This paper first analyzes the motivation and course of the international exhibition enterprises entering the Chinese market, and the internationalization of the exhibition enterprises is the inevitable trend, and then through the analysis of the brand shaping mode of the international exhibition enterprises entering China. It is found that in the early stage, the international exhibition enterprises choose to set up offices or invest in the construction of stadiums to carry out market research and market share occupation, so as to make adequate preparations for the transplantation of foreign brands; after occupying a place in the Chinese market, International convention and exhibition enterprises usually adopt the way of M & A to enhance their competitiveness and make better use of local favorable resources. In order to better meet the needs of the Chinese market, international exhibition enterprises continue to launch new exhibitions in China. In addition, through the analysis of the case study, we can find out the process of brand building and the elements of successful M & A in the exhibition industry. From the international exhibition enterprises in China to shape the brand of China's exhibition enterprises enlightenment. Chinese exhibition enterprises must improve the quality of the exhibition, attach importance to brand training and international thinking, fully combine Internet technology with the exhibition industry, seize the opportunity, and constantly enhance their core competitiveness. The innovation of this paper lies in the analysis of the motivation of foreign exhibition enterprises to enter the Chinese market, from which the inevitable trend of the internationalization of the exhibition industry is found. From this, Chinese exhibition enterprises attach importance to the creation of exhibition brands and the promotion of internationalization. This paper chooses the case of "exhibition" to analyze the elements of successful implementation of M & A mode in depth, which has certain reference significance for Chinese exhibition enterprises under the strategy of "Belt and Road". "Belt and Road" is an important opportunity for China's convention and exhibition enterprises to internationalize and improve their international competitiveness and influence. China's convention and exhibition industry can only grasp this opportunity and combine the rapid development of network technology. In order to occupy a place in the competitive international exhibition market.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.83;F273.2

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