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论文编号：	6125
作者编号：	2220130010
上传时间：	2014/5/30 14:38:52
中文题目：	上海励展公司营销策略研究
英文题目：	Study on Marketing Strategy of Shanghai LEGEND
指导老师：	张永强
中文关键字：	会展;厅馆市场;上海励展公司;营销策略
英文关键字：	exhibition and convention; exhibition hall market; shanghai LEGEND; marketing strategy
中文摘要：	被誉为“城市名片”、“城市面包”、“城市发展加速器”的会展业，成为了各国追捧的对象。在世界许多国家和地区，会展业正以不可阻挡的趋势推动了城市的发展，并日益成为衡量国家或城市竞争力的重要标准之一。 作为会展新兴部分的厅馆市场，其诞生之初便与国家的文化产业和文化事业有着重大联系。随着文化改革的推进和城镇化的发展，厅馆越来越多地承担着丰富人民文化生活、普及文化教育、传承文化精神的重担，博物馆更是承担着推动人类文明发展的重要职能。展示工程企业是负责厅馆展示策划、设计、施工的服务企业，对厅馆市场的研究、展示工程企业的研究、其营销策略的研究能极大的提高厅馆的展示效果和效益。 面临这样一个新兴的厅馆市场，上海励展公司作为展示工程企业中的一个，其传统的营销策略已经失效。因此，如何调整营销战略，突破发展瓶颈，是上海励展公司亟待解决的问题。本文在综合借鉴前人关于会展营销理念和方法的基础上，结合励展研究院的几个研究报告，提出了厅馆市场营销的概念。接着对厅馆的政策环境、经济环境、社会文化环境、技术环境、客户、产品、竞争对手等进行了综合而系统的分析，考虑到上海励展公司的定位和实际情况，分别从产品、渠道、人员推销、广告等方面提出了新的营销策略组合。最后作者根据对厅馆市场发展趋势的判断，提出了可供推广和借鉴的营销策略建议。
英文摘要：	Exhibition and convention industry is known as “City Card”,“City Bread” and “the accelerator of city development”, which is popular in every country. In many countries and regions, C&E is an unstoppable trend to promote the development of city and becomes one of the important standards to measure the competitiveness of countries and regions. Exhibition hall market, as the new part of Exhibition and Convention, when it appears, it has a significant link to cultural industries and cultural undertakings. With the promotion of cultural reformation and development of urbanization, exhibition halls take more and more responsibilities such as enriching people’s cultural life, popularizing cultural education and inheriting cultural spirit. Museums but also play an important role of promoting the development of human civilization. Exhibition engineering corporations are responsible for planning, designing and constructing the exhibition halls. Study all of these can improve the effects and benefits of the displaying of the exhibition halls. Facing such a new market, the traditional marketing strategies of LEGEND are no longer in force.Therefore,how to readjust marketing strategy , break through the bottleneck in development ,is a problem to be solved imperatively. This article is based on the comprehensive reference to predecessors about exhibition marketing idea and method and combination with several research reports wrote by LETI. The concept of marketing of exhibition hall market will be put forward. Then the policy environment, economy environment, society cultural environment, technology environment, clients, products, competitors in exhibition hall market will be analyzed comprehensively and systematically. Considering the position and the actual situation of LEGEND, new marketing strategy combination will be proposed from products, channel, sales promotion, advertisement and many other aspects. Finally author will suggest the promoted and referenced marketing strategies according to the judging of the development trend of exhibition hall market.
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