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论文编号：	218
作者编号：	2120052503
上传时间：	2008/6/16 11:38:07
中文题目：	会展企业整合营销传播模式研究
英文题目：	A Research of the MICE enterpr
指导老师：	申光龙
中文关键字：	整合营销传播，利害关系者，会展
英文关键字：	Integrated Marketing Communica
中文摘要：	在21世纪的今天，世界各国和地区之间的经济、文化交流异常频繁，作为第三产业发展日趋成熟后出现的一种新型经济形态，会展市场已经成为世界上许多发达国家国民经济的新的增长点。中国加入WTO及中国市场化进程的日益加快，会展行业的发展越来越受到相关部门的关注和重视。随着2008年北京奥运会和2010年上海世博会的成功申办，中国的会展进入了发展的高速时期。对会展业发展的研究也逐渐兴起。 据各种信息显示，会展业将成为下世纪全球最有前途的产业之一，不但本身利润率高达30–50%，还会产生1:9的产业联带效应；因而，会展经济是城市经济增长的助推器，是经济迅速腾飞的丝绸之路。会展业作为经济发展的一个窗口能反映行业的发展态势，向市场介绍推广前沿的产品及技术发明，是市场经济中不可或缺的一部分。因此，研究会展企业如何健康，持续有效的发展非常具有现实意义。然而，由于中国会展业起步较晚，会展配套法律法规还不是很健全，会展市场存在不规范和过度竞争等恶性现象。因此，如何引导会展业的正常发展以及如何维护会展业市场成为亟待解决的问题。 本文以整合营销传播理论、利害关系者理论和会展营销理论作为本文的理论依据，着重于对会展企业以参展商和观众为主的利害关系者需求的识别、分析和利用，探讨企业内部整合营销传播权力机构设计和工作模式。另外，论文中用PEST分析和4Ps，4Cs，5Rs，STP等IMC组合工具论证了会展企业在认清自身优势及劣势的条件下，如何根据外部环境的机会和威胁，及时的把握市场机会，进行准确的市场定位。分析和构建具体的整合营销传播策略，构造会展企业的整合营销传播应用模式，力图使本研究成果对提高会展企业的会展营销管理有所帮助。
英文摘要：	Today in 21st century, the economic and cultural exchanges between different countries in the world are unusually frequent. As a new type of economic form emerging with the maturing development of the tertiary industry, the convention and exhibition economy has already become the new driving force of the national economy in many developed countries. With China’s entering WTO and marketization of China economy, the development of MICE industry attract more and more people’s attention. Along with the success of bidding for the 2008 Beijing Olympic Games and the 2010 Shanghai Expo, MICE enterprise of rapid development in China. The study of it springs up. MICE industry will be one of the most potential industries in this century and its profit will reach as high as 30%–50%，and also produce Butterfly Effect. Moreover，MICE Industry can produce huge economic efficiency and social efficiency. It can promote the development of pertinent industry. MICE economy is the booster of the city economy and also the “Silk Road”, of the economic development. As a window of economy development, MICE industry can reflect the development of other industries, extend products and new technology, it is necessary part of economy. So it will be meaningful to study privately managed exhibition company’s healthy and sustained development. In fact, Chinese MICE industry begin at a comparatively late date，the law are still unsound, market mechanism are disordered excess competition still exist in MICE market. So, how to guide MICE industry and how to protect the MICE market is one of the most burning issues. The thesis will adopt Integrated Marketing Communications Model theory and Stakeholders Theory and relevant theories of MICE marketing as its rationale, focus on discernment, analysis of the demand the stakeholders relying mainly on exhibitor and the visitor of MICE enterprise and utilizes, probe into enterprises and combine Integrated Marketing Communications to propagate the design of organ of power and work pattern. Moreover, this study uses PEST and 4Ps, 4Cs, 5Rs, STP etc. IMC mix tools to demonstrate privately managed MICE enterprise should catch market opportunity and set accurate market location—firstly does the work, then does the work steady and strong after recognizing the advantages and disadvantages of themselves. Analyze and structure the concrete Integrated Marketing Communications tactics, try hard to make a research results helpful in MICE marketing management practice to MICE enterprises.
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