娱乐性主题展的运作策略研究

发布时间：2018-01-20 22:05

本文关键词： 会展特展娱乐性主题运作策略　出处：《华侨大学》2017年硕士论文　论文类型：学位论文

【摘要】：会展业在国内有一定历史,但近年出现的娱乐性主题展却是一个全新行业分支,面对国内日益旺盛的文化娱乐需求,其在社会效益和经济效益上具有广阔前景,且市场广大,值得我们在它开始之初就进行研究。本文通过实战案例结合理论分析,采用经验总结法、案例分析法和调查分析法,从营销、组织和创新三方面研究娱乐性主题展的运作策略,营销是主题展运作的起点,组织运作是展览得以顺利推进的保障,创新是主题展拓展市场的需要,三方面合力才能运作好展览。文中得出以下结论:一是总结了主题展选址原则、定价原则、票务渠道。二是要善用软文、事件和热点进行营销。三是充分运用微信微博进行宣传,尤其是借助自媒体进行病毒式传播。四是围绕“聚焦、标题党、突出差异、品牌洗脑”四点包装主题。五是在团购、论坛、贴吧、SEO上做好口碑维护。六是提出了“资源整合”和“资源置换”的组织策略,并从场地、媒体、广告、赞助商、公益五方面分析两种方法在对接资源中的运用。七是提出通过IP化、互动化、感观强化、故事化以及多媒体应用进行主题创新。八是借用“转嫁成本”和“让第三方付费”思路,提出包括版权出售、增值服务收费等六种新盈利方式。九是异业合作是未来的重要模式,展览艺术和商业空间的结合是必然趋势。本文特色在于运用互联网思维分析了一个新课题,并研究总结出一套完整的办展策略方案,为行业内各产业链的参与者提供参考信息、为将来主题展开发摸索方向和趋势。同时让公众了解这个新兴产业,为政府提供有效的参考,制定政策提供依据,以期对主题展行业、文创事业甚至是公共文化娱乐生活的发展有所帮助和建设。
[Abstract]:The exhibition industry has a certain history in China, but the entertainment theme exhibition which appears in recent years is a brand new branch of the industry. In the face of the growing domestic cultural entertainment demand, it has broad prospects in social and economic benefits. And the market is vast, it is worth us at the beginning of the study. This paper through the actual combat cases combined with theoretical analysis, the use of empirical summary method, case analysis and investigation analysis, from the marketing. Organization and innovation of the three aspects of entertainment theme exhibition operation strategy, marketing is the starting point of the theme exhibition operation, organizational operation is the smooth promotion of the exhibition, innovation is the theme exhibition needs to expand the market. In this paper, the following conclusions are drawn: first, the paper summarizes the theme exhibition location principles, pricing principles, ticketing channels; second, to make good use of soft text. The third is to make full use of WeChat Weibo for propaganda, especially with the help of self-media for viral dissemination. Fourth, focus on "focus, headline party, highlight differences." Brand brainwashing "four-point packaging theme. Five is to do good word of mouth maintenance on group purchase, forum, post bar and SEO. Sixth, put forward the organizational strategy of" resource integration "and" resource replacement ", and from the venue, media, advertising. Sponsor, public welfare five aspects of analysis of the two methods in the application of docking resources. Seventh, proposed through IP, interactive, sensory enhancement. The eighth is to borrow the ideas of "transfer cost" and "let third party pay", and put forward the idea of including copyright sale. There are six new profit modes, such as value-added service charges. Nine is that the cooperation between different industries is an important mode in the future, and the combination of exhibition art and commercial space is an inevitable trend. This article is characterized by the use of Internet thinking to analyze a new topic. And the study summed up a set of complete exhibition strategy for the industry participants in the industry chain to provide reference information for the future theme development and explore the direction and trend. At the same time let the public understand this emerging industry. To provide effective reference for the government and provide the basis for the formulation of policies, in order to help and build the development of theme exhibition industry, cultural creation and even public cultural and recreational life.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.83

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