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论文编号：	5553
作者编号：	2120106053
上传时间：	2013/6/13 10:31:50
中文题目：	韩国济州岛会展行业的整合营销传播管理模式研究
英文题目：	A Research on the Integrated Marketing Communications Mode of Korea Jeju Island MICE Industry
指导老师：	申光龍
中文关键字：	济州岛；会展业；整合营销传播；利害关系者；会展营销；发展模式
英文关键字：	Jeju Island; MICE Industry; Integrated Marketing
中文摘要：	现今的国际社会是在技术、资本、人口的流动、媒体及理念等5个重要因素的相互作用下不断发展前进的。在这种国际发展形势下，世界各国间不仅存在着大大小小的矛盾和纠纷，也逐渐意识到各国间要共享新的知识体系的必要性，而这种变化则会导致对本国利益过度干涉的现象，从而导致国际社会的共同悲剧。为了避免这种现象的发生，各国的专家纷纷指出，国家之间要通过人际和物质的交流来实现国际合作，并且要积极运用这种关系来巩固各国经济的发展，而会展业正在这种发展趋势下诞生和进一步发展的。 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兴经济形态，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。以2010年举行的韩国首尔G20峰会为契机，被选定的17个新增长引擎产业对会展业更加感兴趣。会展业的发展越来越受到相关部门的关注和重视。随着2010年首尔G20峰会、2012年首尔核安保首脑会议、丽水世博会和韩国?东南亚国家联盟特别峰会的成功申办，韩国的会展业进入了发展的高速时期。对会展业发展的相关研究也逐渐兴起。 各种数据显示，济州岛有望成为全球度假村会展业的主办地。在2010年，韩国的经济规模已达到了世界第10位的水准，但是韩国会展业的供给比重为0.58%，在全球位居第25位。而与此相反韩国会展业的需求比重为2.44%，在全球位居第12位。虽然这一数据和G7（西方7国集团首脑会议）或BRIC国家（巴西、俄罗斯、印度、中国）相比，韩国会展业的供给比重为以上这些国家的1/3，呈现出较低的水准。但是韩国会展业的需求比重与这些国家相比，呈现出较高的水准。 由于韩国会展业的供给能力在很多方面受到限制，因此相比G7国家或BRIC国家其今后的会展业增长将受到很大的阻力。在这种产业趋势下，济州岛已经开展了“以度假村为基础的会展业先进化产业战略”的项目来促进其产业的发展。同时，通过“以奖励制度为基础的旅游产品”和“以度假村形势为基础的国际会议”方案来发展自己的特色，以区别于其他国家和城市，从而达到其发展的最终目的。 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依据，着眼于济州岛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，探讨济州岛会展企业内部整合营销传播权利机构设计和工作模式。另外，论文中用PEST分析和4Ps，4Cs，5Rs，STP，SWOT等IMC组合工具论证了济州岛会展企业在认清自身优势及劣势的条件下，如何利用外部环境，及时把握市场机会，进行准确地市场定位。最后，分析和构建具体的整合营销传播策略，构造济州岛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济州岛会展企业的会展营销管理有所帮助。
英文摘要：	The current international community, interplayed by the 5 important factors, technology, capital, population flow, media and the concept, continuously develops and advances forward. In this kind of international growth, there no longer exists just conflicts and disputes among the countries around the world, countries have gradually realized the necessity of sharing the new knowledge system. This change will lead to the excessive interference to the interests of a country, thus leads to the common tragedy of the international community. In order to avoid this problem, as pointed out by the experts from many countries, countries must strive to achieve international cooperation through interpersonal and material interaction, actively use this type of relationship to strengthen the economic development of their owns. Under this growing trend the MICE industry is therefore given birth and further developed. Nowadays, in the 21st century, economy and culture exchanges between countries and regions around the world occur exceptionally frequent, and become a new form of economy as the tertiary sector of industry development grows more and more mature. The MICE market has become the new growth point of the national economy in many developed countries. The G20 Summit organized in Seoul, South Korea in 2010 was an opportunity where the 17 new growing engine industries that were chosen were getting more interested in the MICE industry. The development of the MICE industry thus has gotten more interest and attention from the relevant sectors. Following the successes of the G20 Summit in 2010, the Seoul's Nuclear Security Summit, the Yeosu World Expo and especially the Korea and ASEAN Summit in 2012, the South Korea's MICE industry has entered a rapid development period. Relevant researches on the development of the MICE industry have also arisen gradually. Statistics show that Jeju island is expected to become the host of global resort MICE. In 2010, the Korea has reached the 10th place in the world economy ranking, yet the supply ratio of the Korea's MICE industry was only accounted for 0.58%, ranked 25th in the world. This contradicts to the 2.44% demand for the Korea's MICE industry, which is ranked 12th. Comparing to the G7 (the summit meeting of the 7 western countries) or BRIC (Brazil, Russia, India, China), the Korea's MICE supply ratio is only over 1/3 of these countries, showing a quite low number. However, the Korea's MICE demand ratio is quite high comparing to these countries. Due to limited supply capacity in many aspects, therefore the Korea's MICE industry growth suffers more resistances than the G7 or BRIC countries. In this industrial trend, Jeju Island has launched the "resort based MICE advanced industrial strategy" project to promote the industry growth. At the same time, develop their own characteristics through "reward-system based tourism products" and "resort international conference on resort event-based" programs, to differentiate from other countries and cities, so as to achieve the ultimate goal of its development. This paper is based on the integrated marketing communication theory, the stakeholder theory and the marketing theory, focusing on identifying the needs of Jeju island MICE industry stakeholders which mainly are their exhibitors and visitors; analyze, utilize and investigate the structure design and working mode of the integrated marketing benefits within the Jeju island MICE industry. Additionally, this paper uses IMC tools like PEST, 4Ps, 4Cs, 5Rs, STP and SWOT to show how the Jeju island MICE industry, recognizing its own advantages and disadvantages, make use of the external environment to grasp the market opportunity timely and execute market positioning accurately. Finally, the paper analyzes and builds specific integrated marketing communication strategies, creates integrated marketing communication application model for the Jeju island MICE industry, and strives to use the research result to help improving the MICE marketing management of the Jeju island MICE industry.
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