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论文编号：	435
作者编号：	2120052222
上传时间：	2008/6/12 10:08:56
中文题目：	基于城市品牌的会展经济及其战略
英文题目：	the Strategy and Application o
指导老师：	齐善鸿
中文关键字：	会展业; 会展经济; 城市品牌
英文关键字：	Exhibition Industry; Conventio
中文摘要：	近年来，我国经济发展迅速，以每年超过10%速度取得了令人瞩目的成绩，在2005年我国GDP连续超过英国、法国经济总量跃居世界第四，成为世界经济发展的重要力量。与此同时，我国城市化的速度不断加快，据《2007中国城市发展研究报告》研究表明2007年我国城市化速度为44.9%，城市在经济发展中扮演着越来越重要的作用，城市正在成为现代社会发展的中心。当今世界最活跃的生产力总是集中于城市，然后再向乡村转移，城市的发展对于整个经济和社会的发展起着龙头作用。随着这种城市间竞争的加剧，城市品牌、城市营销和城市竞争优势越来越重要。 在城市发展不断竞争中，会展经济凭其对经济发展的强大带动作用，成为从中央政府到各地方城市争相发展的重要产业。会展经济被称为继旅游业、房地产业之后的21世纪第三大“无烟经济”，成为促进国民经济发展、优化产业结构、促进城市发展的重点产业。目前我国会展经济以每年20-30%的速度迅速发展，大大超过了世界的平均发展水平。会展经济一夜成为一个的巨大的蛋糕，很多城市都想先分得一块，但是会展经济的发展并非易事，从国际的成功经验和我国的会展经济实际工作来看，每个国家和城市各自具有不同特点和独特发展模式，会展经济也不是万能解药解决我国城市经济发展的一切问题，因此学习和吸收借鉴国外的经验对我国有重要的启示。 现代会展经济产生于第二次世界大战后期，二战后世界进入了一个相对稳定的和平时期，各国把精力放在了恢复生产的经济建设上来，促进了世界经济的发展。会展经济也在这一时期得到迅速发展，进入了一个崭新的阶段。近年来，随着信息技术等新技术的兴起，会展业更是进入了快速发展阶段，国际会展业已经成为一个在全球经济中占有相当比重的新兴产业。许多国家和地区对会展业的依赖程度很高，会展业发达的欧洲流行这样的一句话：会展是城市的面包。 从全球范围来看，欧美是会展经济最发达的地区，亚洲次之，拉丁美洲和非洲位居其后。欧洲被认为是世界会展业的发源地，经过一百多年的积累和发展，欧洲会展经济整体实力最强，规模最大。欧洲一些国家，如德国、意大利、法国、英国都是世界级的会展业大国，一些城市如德国汉诺威、杜塞尔多夫、科隆、巴黎等都发展成了世界著名的会展城市。整个欧洲占据了全世界会展市场的半壁江山，全世界最大规模的展会中约有2/3在欧洲举办。在北美地区，美国和加拿大是会展业的后起之秀，经过快速的发展，美国已成为举办国际贸易博览会的主要国家，吸引着世界各国的许多客商。 从国际经验来看，我国目前会展经济在国民经济中所占比例仍然很低，我国幅员辽阔，自然资源十分丰富，会展经济的发展趋势仍然具有强大的发展势头，在我国一些地区非常适宜发展会展经济。国外会展业有许多经验值得我们学习和借鉴，特别是会展经济的运作模式。德国的会展经济模式有一定的国有经济色彩，在德国展览馆归国家或地区政府所有，很多大的展览公司如汉诺威展览公司、法兰克福展览公司都是国有企业；政府对展览会非常重视，为展览会顺利召开做了大量的工作，如CeBit的展会门票可以作为当地公共交通的车票免费乘坐市内交通；各展览公司都与行业协会关系密切，行业协会在会展业发展中起到重要作用，避免了恶性竞争和重复办展。而美国是开放的市场经济模式，在美国大多数的展览公司都是私人公司，展览中心有政府修建，但是运营都归私人公司管理；各展览公司与行业协会关系密切，在组织展览方面和组织观众方面充分发挥协会的重要作用； 政府在会展运作中的管理作用不大，只负责交通等公共设施和公共管理，展览会的举办资格也不仅限为国有展览公司。这两种运作模式都代表了会展经济的典型特点，我国会展经济由于是刚刚起步，采用什么样的运作模式对我国会展经济的健康持久发展至关重要。 在不断发展的会展经济中，我国的展览从业者已经做了大量的实践工作，我国举办的展览会中有很多已经成为世界名牌展会，如：广交会、深圳高交会、北京车展、北京机床展等等，其中广交会有世界第二大展之称。但是我国展览经济发展仍然不够成熟和完善，存在着很多问题如：重复办展、展馆闲置、会展经济不能与经济和城市发展相适应等。基于此，探索一条适合城市特点的会展经济模式是十分必要的，本文作者着重探讨了基于城市品牌的会展经济发展战略。 本文着重研究的一个问题就是将会展经济与城市发展相结合起来，会展经济的发展受限于城市的客观条件，这些客观条件包括：自然资源、地理位置、产业基础、服务基础和社会因素等方面，自然资源和地理位置是城市的天然特点，但不是决定因素。相比之下，产业基础、服务基础和社会因素对城市会展经济发展更显重要。美国的拉斯维加斯就是一个自然资源相对疲乏的沙漠之中的城市，但是其在美国的会展经济中占有重要地位。从另一方面来看，会展经济又对城市发展，改善产业结构、扩大就业、推动城市建设、发展城市经济和推动城市品牌建设起到重要作用。因此，会展经济与城市的关系是相互作用协调发展的，制定和发展会展经济战略需要以城市的客观条件为基础，同时会展经济也要为城市发展的起到推动作用。 本文的创新之处在于：将会展经济与城市品牌两者结合起来，找到了两者的契合点，并将理论联系到实际，阐明了会展经济以城市品牌为基础的个性化发展的战略，本文的研究对制定会展经济战略和城市品牌建设都具有全局性的战略意义。 全文共分五部分，第一章绪论，简要叙述我国会展经济和城市发展的背景情况和研究会展经济战略意义；第二章，介绍会展经济和城市品牌的相关理论和概念，并概括了我国会展经济和城市品牌的研究情况，提出基于城市品牌理论研究会展经济的必要性；第三章，是世界会展经济概况纵览和世界会展经济的发展趋势预测，从宏观的角度对比中外会展经济发展情况做了介绍；第四章，研究和分析国际展览强国的会展业的运作模式及对我国的借鉴意义，找到了我国会展业中存在的问题；第五章，针对我国会展业中存在的问题，采用PEST方法和SWOT分析方法，对我国会展经济发展的一般环境和产业环境做了分析，给出制定会展经济战略的方法，并结合实际案例举例说明该方法的应用。最后对文章进行了总结。
英文摘要：	In recent years, China's economy develops rapidly, and which was made an annual rate of 10% plus have made remarkable achievements to the world. In the year of 2005, the total amount of China’s GDP achieved bigger than Britain and France, which was ranked fourth in the world. China has become the world's major force for economic development. At the same time, China's urbanization rate is accelerating, the rate of it is 44.9% according to the "2007 China Urban Development Report", and the cities play an increasingly important role in the society and are becoming the modern social development centers. The urban development for the entire economic and social development plays a leading role. With the increasingly competition among the cities, the urban brand and the urban marketing will be more important to the cities. The exhibition economic is paid more attention from the central government to local cities, not only because of itself but by its multiple effect. The Exhibition Economy are known as the third largest “green economy” in the 21st century after the tourism economy and the real estate industry. At present, China's exhibition economy grows at the rate of 20-30 percent every year, greatly exceeding the world average level of development. Exhibition of the economy overnight into a huge cake, and many cities want to share a first, but the Exhibition Economic development is not an easy task, from the international experience and the success of the Exhibition of China's economic practical work, each of their respective countries and cities have their own different characteristics and unique development model, learn and absorb foreign experience in China is an important inspiration. Modern Convention and Exhibition Economy produced after World War II, all countries focused on the recover of production and economic construction, thus the world’s economic developed fast. Exhibition economy is the rapid development at the period, entered a new stage. In recent years, convention and exhibition sector is entering a new stage of rapid development by using the new technology, become a possession in the global economy. The Economy is the most important to many countries and regions, convention and exhibition industry developed such a popular European sentence: Exhibition Economy is the city’s bread. From a global perspective, the Convention and Exhibition, Europe and the United States is the best places for exhibition, followed by Asia, Latin America and Africa place. Europe is considered the birthplace of the world exhibition industry, after more than 100 years of development, the European Convention and Exhibition Economy is the strongest and largest in the world. Some European countries such as Germany, Italy, France, the United Kingdom are world-class exhibition countries, some cities such as Hanover, Germany, Düsseldorf, Köln, Paris and so on the development of a world-famous exhibition city. About two thirds of the world largest exhibitions are hosted every year in Europe. In North America, the United States and Canada is a rising star of the exhibition industry, the rapid development of the United States has become the organizing international trade fair of the major countries, attracted many customers around the world. From the other courtiers’ experience, the exhibition economy in China will grow much more stronger in the future as China has a vast territory and rich natural resources. There are many experience we should learn from the abroad, especially the modes of Exhibition Economy operation system. Germany's exhibition economic model have a certain style of state-owned economy, most of the German Exhibitions Halls belong to the central or local governments, many large exhibitions companies such as the Messe Hanover company and Messe Frankfurt are state-owned enterprises; The governments will do a lot of work in order to run the exhibition, for example, the ticket of CeBIT can be used as the ticket to use local public traffic; various exhibition companies have close ties with industry associations, industry associations in the exhibition industry plays an important role to avoid vicious competition. While the Economy is much more open capered to Germany, most of the exhibition companies are private companies, the exhibition centre are built by the governments and operated by private companies. The Governments are not always interfere with the industry affairs, are responsible only for transportation or some other public facilities and public administration. These two modes of operation of the Convention on behalf of all the typical characteristics of the economy, because China's exhibition economy is just beginning, the mode of operation are curial to the Exhibition on China's economic healthily. China's exhibition industry have already done a lot of practical work, many exhibitions held in China nowadays have become world famous show, such as: Canton Fair, the Shenzhen Hi-Tech Fair, the Beijing Auto-show and Beijing Machine Tool Show etc, of which Guangzhou Trade Fair is the world's second exhibition. But the exhibition of China's economic development is not enough mature and improve, there are a lot of problems such as: exhibition repeating, the use of exhibition hall, the unbalance between exhibition economic and urban development. Based on this, exploring a city suitable methods of the Convention and Exhibition economic mode is extremely necessary. The thesis focuses on an issue that is the Convention and Exhibition economic integration and urban development, economic development Exhibition restricted by the city's objective conditions, these objective conditions include: natural resources, geographical location, industrial environment, services and social factors. Natural resources and geographical location are the city's natural features, but not the deciding factor. By contrast, industrial environment, services and social factors on the basis of the Convention and Exhibition urban economic development more important. The US city Las Vegas is a poor natural resources city in the desert, but its exhibition economy in the United States occupies an important position. On the other hand, the Exhibition Economic can improve the industrial structure, expanding employment and promote urban construction, urban economic development and promote urban brand-building. Therefore, the exhibition economy and the city is the interaction relationship between the coordinated developing. The innovation lies in this: Exhibition economic and urban brands are firstly combined; we integrate theory with practice, elaborated on the economy to the Convention and Exhibition Economy based on the urban brand. The theme studied here will help to building Exhibition Strategy and Urban Brand-building.
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