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论文编号：	15738
作者编号：	2320234055
上传时间：	2025/12/9 17:46:59
中文题目：	X全媒体传播集团会展业务营销策略优化研究
英文题目：	Research on the Optimization of Marketing Strategies for Exhibition Business of X Media Group
指导老师：	张永强
中文关键字：	X全媒体传播集团；媒体融合；会展业务；营销策略
英文关键字：	X Media Group；Media Convergence；Exhibition Business；Marketing Strategy
中文摘要：	当前，我国会展业已从传统交易平台升级为经济发展“晴雨表”与现代服务业支柱产业。2020年后行业复苏态势显著，但市场竞争加剧也使精准定位与营销策略成为企业生存关键。 本文聚焦X全媒体传播集团会展业务板块，研究过程中，首先梳理国内外会展营销文献及相关理论，构建分析框架；运用PEST分析法、波特五力模型解析外部环境，识别政策支持、技术赋能等机会与竞争威胁；通过SWOT分析法明确企业核心优势——“报、端、微、屏、号”全域媒体矩阵与主流品牌公信力，以及人才结构失衡、数字化滞后等短板；结合访谈调查法厘清其营销现状及同质化竞争、渠道单一等问题。? 基于STP理论，确定市场定位为：近期可依托济南辐射山东，以政府与产业协会双轮驱动，深耕高端装备制造、生物医药、海洋经济等国家大力支持发展的主导产业。通过“会议+展览+节庆活动”三位一体模式打造在山东省内乃至全国的知名会展IP。远期可复制山东省内成功经验辐射全国。同时依托全媒体矩阵实现品牌影响力与专业观众触达率双向提升。 融合4P理论与7P理论，对X全媒体传播集团会展业务营销策略进一步优化。产品分五阶段升级；价格引入早鸟折扣、位置定价、尾数定价等灵活机制；渠道增设代理商，建立参展商数据库，与酒店、商业广场、高校等组建联盟；促销打造“全域造势+沉浸式体验+精准跟进+口碑裂变”的整合传播闭环。此外，还补充了7P优化内容，人员提升专业性与沟通能力，有形展示设立专属官网、统一视觉识别，服务过程建立标准化流程。希望可以为X全媒体传播集团会展业务增强营销能力提供参考，亦给予媒体转型背景下的会展企业发展以启示。
英文摘要：	At present, China's exhibition industry has evolved from a traditional trading platform into an economic development "barometer" and a pillar industry of the modern service sector. Since 2020, the industry has shown a remarkable recovery trend, but the intensified market competition has also made precise positioning and marketing strategies a key to enterprise survival. This thesis focuses on the exhibition business segment of X Media Group. In the research process, first, it systematically reviews domestic and foreign literature on exhibition marketing and related theories to construct an analytical framework; uses PEST analysis and Porter's Five Forces Model to analyze the external environment, identifying opportunities such as policy support and technological empowerment as well as competitive threats; clarifies the enterprise's core advantages—namely, the "full-domain media matrix covering newspapers, mobile apps, WeChat platforms, digital screens, and official accounts" and the public credibility of mainstream brands—along with shortcomings including an unbalanced talent structure and backward digitalization through SWOT analysis; and identifies its current marketing status and problems such as homogeneous competition and single-channel distribution by means of interview surveys. Based on STP theory, the market positioning is determined as follows: in the short term, it can rely on Jinan to radiate Shandong Province, take the dual-drive of government and industrial associations, and deeply cultivate leading industries strongly supported by the state, such as high-end equipment manufacturing, biomedicine, and marine economy. It will create a well-known exhibition IP within Shandong Province and even across the country through the "conference + exhibition + festival activity" trinity model. In the long term, it can replicate the successful experience in Shandong Province to expand nationwide. Meanwhile, it will realize the dual improvement of brand influence and professional audience reach rate by virtue of the all-media matrix. Integrating 4P theory and 7P theory, this thesis further optimizes the marketing strategy for the exhibition business of X Media Group. The product will undergo five-stage upgrading; the pricing strategy will introduce flexible mechanisms such as early-bird discounts, location-based pricing, and odd-even pricing; the channel will be expanded by adding agents, establishing an exhibitor database, and forming alliances with hotels, commercial plazas, and universities; the promotion will build an integrated communication closed-loop of "full-domain momentum building + immersive experience + precise follow-up + word-of-mouth fission". In addition, supplementary optimization content based on 7P theory is provided: improving the professionalism and communication skills of personnel, setting up a dedicated official website and unified visual identity for physical evidence, and establishing standardized processes for the service process. It is hoped that this thesis can provide a reference for X Media Group to enhance the marketing capabilities of its exhibition business and offer insights for the development of exhibition enterprises under the background of media transformation.
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