MH集团“营销主题展会”的服务营销策略研究.doc

MH集团“营销主题展会”的服务营销策略研究
北京理工大学工商管理硕士(MBA)学位论文
摘要
中国经济在 21 世纪以来已经进入体验经济时代。作为体验的平台,展会业走向
历史舞台,迅速成为炙手可热的产业。展会业作为我国新兴的朝阳产业,经过几十年
的发展逐渐形成规模,但一些办展机构缺乏品牌和营销意识,致使我国展会又多又滥,
同质化展会现象严重,形成恶性竞争,因此我们和国际水平还存在相当差距。世界展
览大国如德国、美国和日本等国家造就了品牌化的规模展会,将世界上绝大多数的规
模展会都吸引过去了,所以我们应从现在开始培养品牌展会意识,在提高我国展会行
业的整体质量和服务水平的基础上,掌握如何通过现代传媒手段、信息技术、传播效
应和各种新兴的营销模式推广我国的品牌展会,让世界的目光转向我们。因此,展会
营销理论和实践具有很重要的研究价值和研究意义。
本文以 MH集团“营销主题展会”为例,在深入分析相关行业文献和资料的基础
上,对“营销主题展会”的宏观环境、行业竞争以及市场需求进行分析,研究 MH集
团“营销主题展会”的发展现状和发展前景,探讨如何使 MH集团实现理想的展会经
济效应、提高企业利润,从而结合现代服务营销理论,对展会产品、价格、渠道、促
销、人员、服务和过程七大要素的进行深入梳理,制定了一套适合于 MH集团“营销
主题展会”的服务营销策略组合,并期望能为中国展会营销理论研究的深入发展提供
有益的实践依据。关键词:展会营销市场竞争市场细分
II 北京理工大学工商管理硕士(MBA)学位论文
Abstract
China ’s economy has entered into the experience economy age since the 21st centuryAs a platform for experience, the exhibition industry has walked to the stage of history, and
quickly became a hot industry. The exhibition industry, as a sunrise industry in China, after
decades of development, has gradually developed to certain scale. However, some
anizers show a lack of brand and marketing awareness which resulted in the
serious homogenization of China ’s exhibition and petition. Therefore, there is a
considerable gap between China ’s exhibitions and international ones. The world exhibition
powers, such as Germany, the United States and Japan have created the branded large-scale
exhibitions and attracted most of the large-scale exhibitions in the world. Therefore, we
should develop brand awareness from now on. On the base of improving the overall quality
of China's exhibition industry and service level, we should learn how to promote our brand
exhibitions by modern media means, information technology, all kinds munication
effects and new marketing models so as to make the world's attention turn to us. Therefore,
exhibition marketing theory and practice have important research value and significanceTaking MH Group ’s “Marketing Exhibition ” as an example, and on the b