决战棋牌

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                1. 国内会展市场营销的要素与方法探析

                  摘 要: 本文首先针对会展市场营销的要素进行了分析,重点突出了现在国内会展市场营销应当重视的几个关键点,进而依托我国会展市场营销方面存在的一些典型问题,有针对性地研究了会展市场营销的策略,指出必须要依托当前的会展行业的现状,回归市场营销的本真,实现营
                  阅读技巧Ctrl+D 收藏本篇文章

                    摘 要: 本文首先针对会展市场营销的要素进行了分析,重点突出了现在国内会展市场营销应当重视的几个关键点,进而依托我国会展市场营销方面存在的一些典型问题,有针对性地研究了会展市场营销的策略,指出必须要依托当前的会展行业的现状,回归市场营销的本真,实现营销的创新发展。

                    关键词: 会展市场营销; 策略; 创新;

                    SUIZHESHIDAIDEFAZHAN,SHICHANGYINGXIAODEMOSHICENGCHUBUQIONG,RUWANGLUOYINGXIAO、WEIXINYINGXIAO、FUWUYINGXIAO、TIYANYINGXIAO、JINGZHUNYINGXIAODENGDENG,ZAIHUIZHANDANGZHONGGENGZHUZHONGDUIGUANZHONGGEXINGHUAXUQIUYIJITIYANDEZHONGSHI,QISUOZOUDESHICHANGYINGXIAOMOSHIZHUYAOSHITIYANYINGXIAO。DANGRANSUIZHEYIDONGHULIANWANGDEFAZHAN,HUIZHANXINGYEZHENGZAIJINXINGYINGXIAODECHUANGXINBIANGE。

                    1、 我国会展市场营销的几个要素

                    CONGYINGXIAODEJIAODU,HUIZHANSHICHANGYINGXIAOZHUYAOYOUQIGEYAOSUXUYAOZHUYI。

                    DIYISHICHANPIN。ZAIHUIZHANYINGXIAOZHONGYOULIANGZHONGCHANPIN,YIZHONGSHIHUIZHANBENSHEN,LINGYIZHONGSHIHUIZHANSHANGCANZHANDECHANPIN,BIRUChina Joy,QIBENSHENDEDINGWEISHIYOUXIZHANHUI,ZHIJINYIJINGJUBANLESHIQIJIE,DADUOSHURENDUIQIDEYINXIANGSHISHUYUACGDESHENGHUI。QIBENSHENKEYISUANSHIYIGECHANPIN,ZAIQIJIJIANGJUBANDESHIJIE,TONGCHANGDOUYOUPUTIANGAIDIDEGUANGGAOXUANCHUAN。ERZHANHUISHANGSUOZHANSHIDEYOUXIHEACGCHANPINJIUSHIHUIZHANDANGZHONGDELINGYILEICHANPIN,ZHEIXIECHANPINZAIHUIZHANDEKUANGJIANEI。ZONGTISHANGLAISHUOHUIZHANDEZHUTIXUANZESHIYICHANPINWEIJICHUDE。

                    DIERSHIDINGJIA。ZAIHUIZHANDANGZHONGCANZHANDECHANPINDEJIAZHIZHUYAOTONGGUOCANZHANSHANG、GUANZHONGDECANYULAISHIXIAN,HUIZHANBENSHENYINGXIAOCHENGGONGZHUYAOLAIYUANYUCANZHANSHANGDECANZHANFEI、GUANZHONGDECANHUIFEI,ZULINFEI、HUIKANSHOURU、ZANZHUFEIDENGDENG。DANGRANDUIYUCANZHANSHANGLAISHUO,ZHUYAOJIUSHIJIZIJIDECHANPINDINGJIABINGDACHENGXIAOSHOUDEMUDE。

                    DISANSHIQUDAO。HUIZHANBENSHENYAOTUIGUANGCHUQU,TONGYANGXUYAOQUDAO,YIBANERYAN,ZHUYAOCAIQUDEFANGSHISHIZHIJIEYINGXIAO、DAILIYINGXIAO、ZHIJIEHEDAILIXIANGJIEHEDEFANGSHI。

                  决战棋牌   DISISHICUXIAO。ZHANHUICHANPINTONGCHANGCAIQUDESHICUXIAODEFANGSHI,CANZHANSHANGZHIJIEJIANGCHANPINCHENGXIANJICANHUIDEGUANZHONG,BINGQIEYOURENYUANTUIXIAO、MEITIGUANGGAO、ZHIJIEYOUJIDENGFANGSHILAICUXIAOCHANPIN,ZHEIGEGUOCHENGZHONGXUYAODUICUXIAODUIXIANGDEXINLI、XINGWEI、MEITIJIECHUXIGUANDENGJINXINGFENXI,BINGYOUCIQUEDINGCUXIAOFANGSHI。

                  决战棋牌   DIWUSHIGUOCHENG。HUIZHANHUODONGSHIYIGEFUWUXINGDECHANPIN,JUYOUSHENGCHANHEXIAOFEITONGBUDETEXING,HENNANZAIHUODONGJIESHUHOUTONGGUOTUIHAICHANPINDEFANGSHILAIMIBUCHANPINDEQUEXIANHUOSHIGUKEDESUNSHI,YINCIHUIZHANJIUBIXUYAOTEBIEZHUZHONGHUIZHANFUWUGUOCHENG,YAOYIKEHUWEIBEN。

                    DILIUSHIRENYUAN。ZAIHUIZHANYINGXIAODANGZHONGKEHUSHIZHONGDOUHUIYUHUIZHANFUWUHUOGUANLIRENYUANJINXINGJIECHU,RENYUANFUWUDEZHILIANGJIANGJUEDINGHUIZHANCHANPINDEZHILIANG,YINCIJIUBIXUYAOZHONGSHIYUANGONGFUWUDEZUOYONG,YUKEHUZHIJIANGOUJIANLIANGHAODEGUANXI,TIGAOYINGXIAODEXIAOLVHEXIAOGUO。

                    第七是实体展示。会展营销实际是一个服务复合体,但其产品够成当中也包含实体展示,而且这种有形的要素往往成为与会者的第一印象要素,直接影响与会者对产品的评价。所以会展营销要重视实体展示,从会展本省来说重点就应当重视硬件环境和软件环境,硬件环境主要就是展厅展位、会议室、餐厅、网络、水电、视听、引导标识、周边娱乐项目等等。

                  国内会展市场营销的要素与方法探析

                    2、 我国会展市场营销的策略研究

                    2.1 、会展市场营销的痛点

                  决战棋牌   WOGUOHUIZHANSHICHANGYINGXIAOYIZHIZAIFAZHANDANSHANGBUWANSHAN,MUQIANDAGAICHUYUKUAISUFAZHANJIEDUANHECHENGSHUFAZHANZHIJIAN,DIANXINGDAIBIAOSHIBOLANHUI。ZAOQIDEHUIZHANXIANGDANGYUJISHI,KUAISUFAZHANJIEDUANDEHUIZHANXIANGDANGYUBOLANHUI,DANGRANBOLANHUIJINYIBUFAZHANJIUHUISHIHUIZHANSHICHANGYINGXIAOJINRUCHENGSHUQI,YEJIUSHIHUIZHANXINGYEHUA,MUQIANWOGUODEHUIZHANYINGXIAOZHUYAOZAIXIANGCHENGSHUQIMAIJIN,HUIZHANYINGXIAOYEZHUBUZHUANRUKEHUYINGXIAO,HUIZHANDEZUOYONGBINGBUSHIZAIDANCHUNTUIXIAOCHANPIN,FANERSHIYIZHONGWEICHIKEHUGUANXIDENIUDAI,ZHIBAIJIANGJIUSHILALONGXINKEHUYIJIWEICHILAOKEHUDESHOUDUANHEFANGSHI。DANSHIXIANZAIGUONEIDEHUIZHANZHENGZAIZAOYUBIANGE,ZHANHUITICAIZHONGFUYINGLAIJINGZHENGSHANGDETONGDIAN,QUANQIUMEINIANYOU30WANYISHANGDEZHANHUI,TONGYIGEXINGYEDEZHANHUIMEINIANZHISHAOYOU30CHANG,ZHONGXIAOXINGZHANHUIGENGSHIDUOBUSHENGSHU,ZHANSHANGHECAIGOUSHANGZENMEXUANSHIYIGEDAWENTI。ZHANHUIYINGXIAOYIJINGBUSHIZHANSHANGZUZHIDEJINGZHENG,FANERSHICAIGOUSHANGZHIJIANDEJINGZHENG,MEIYOUGAOZHILIANGDECAIGOUSHANG,ZHANHUIZHINENGSHIJILEI,JIBIANCANZHANSHANGZAIDUOYEWUJIYUSHI。

                  决战棋牌   DANGRANZAIYINGXIAOTUIGUANGFANGMIANYECUNZAIFEICHANGDADETONGDIAN,GUONEIDEZHANHUIYINGXIAOTUIGUANG,MUQIANSUOZOUDEQUDAOZHUYAOSHIHULIANWANGQUDAO,DUOSHUSHIYONGWEIXINGONGZHONGHAOLAIJINXINGTUIGUANG,DANSHIBIJIAOGANGADESHIDABUFENHUIZHANHUODONGZUZHIFANGDEGUANFANGWANGZHANYIJIGONGZHONGHAODEYINGXIAOWENZHANGYUEDULIANGBIJIAODI,JISHAOSHUNENGGOUDADAO10WAN+YUEDULIANG,DABUFENYUEDULIANGDOUHENDI,JIBIANSHIXIANZAIFEICHANGHUOBAODEChina JoyZHANHUI,GUOWANDEYUEDULIANGDOUFEICHANGSHAO。ZHUYAOJIUSHINEIRONGSHENGCHANNENGLIRUO,KANZHANHUIWENZHANGDUOSHUDOUSHIJIESHAOXINGWENZHANGQIZHONGYOUHENDUOZICHUIZILEIDECHENGFEN,YOUXIEZESHIXINWENZIXUN,DUOSHUDOUSHIZHANSHANGLINGDAOCHUXIHUODONGHUOBAIFANGMOUJIGOU,ERZHANSHANGDEJIESHAOXINGWENZHANGHUOXINGYEZIXUNZEDUOKAOBEIZIQITAMEITI。

                    2.2 、会展市场营销的策略

                  决战棋牌   TONGGUOHULIANWANGLAIYINGXIAOTUIGUANGZHANHUIBINGBUSHIYIGEXINXIANDESHIQING,ZHONGGUODEHUIZHANSHICHANGSHIZUIZAOLIYONGHULIANWANGDEXINGYE,HENZAOJIUYIJINGKAISHIJIANLIZHANHUIGUANFANGXINXIWANGZHAN,MUQIANHUIZHANYINGXIAODEFANGSHIGENGDUO,YIJINGKAISHIZAIYOUZHENDUIXINGDIJINXINGJINGZHUNYINGXIAO,ZIMEITIYINGXIAODENGDENG,CHUANBOXINGQIANG,DANXIAOGUOJIUCHAQIANGRENYILE。YINCIZHENDUISHANGSHUJIGETONGDIAN,BIZHERENWEIKEYICONGRUXIAJIGEFANGMIANLAITUIDONGZHANHUISHICHANGYINGXIAODECHUANGXIN。

                    2.2.1 、创新营销理念

                    ZHANHUICUNZAIDEYIYIJIUSHIWEIZHANSHANG、CAIGOUSHANG、ZHUANYEGUANZHONGYIJIPUTONGGUANZHONGZHIJIANDAJIANYIGEJIAOLIUPINGTAI,YINCINENGFOUTONGSHIWEIZHANSHANGHEMAIJIATIGONGYOUZHIFUWUJIANGJUEDINGYIGEZHANHUINENGFOUQUDECHENGGONG,DANSHISHIJISHANGHENDUOZHANHUIZHIWEIZHANSHANGTIGONGYOUZHIFUWU,ERDUINEIXIEZHUANYEGUANZHONGDEFUWUQUEBUTAIZHONGSHI,YIGEZHANHUIYOUHENDUOZHANSHANG,DANSHIJIUSHIMEIYOUDUOSHAOGUANZHONGZHEIJIUHENGANGA,ZHANHUIYEKAIBUQILAI,BIRUSHUOHUOGUOZHANLANHUI,MEINIANDOUYOU,ERQIEHUOGUOHENDUORENDOUAICHI,DANSHIQUCANJIAZHANHUIDEQUEBUDUO,FANERZHANSHANGHENDUO。DANGRANYIGECHENGGONGDEZHANHUIBINGBUKAOPUTONGGUANZHONG,ERSHINEIXIEZHUANYEGUANZHONG,ZHANHUIDEMUDESHIRANGNEIXIEYOUCAIGOUNENGLIDEGUANZHONGYUANYIMAIDAN,RUGUODUIZHEIXIEGUANZHONGFUWUBUZHOUDAO,ZHUANYEGUANZHONGDETIYANBUHAO,ZHANHUIDEMUDEYEJIUDABUDAO,TONGYANGYIHUOGUOZHANLANHUILAISHUO,JINGUANYUHUIRENSHUBUDUO,DANSHIRUGUOJUNSHIYOUZHIDECAIGOUSHANG(RUHUOGUODIANLAOBANDENG),NEIMEZHANHUIJIUKEYISUANSHICHENGGONGDE。CONGZHEIGEJIAODULAISHUOHUIZHANSHICHANGYINGXIAOYEYINGDANGJUYOUPINPAIYISHI,ZHANHUIBIXUYAOZHONGSHIZHANLANCHANPINSUODAIBIAODEZHUTIHETESE,YIPINPAIWEIDAOXIANG,RANGZHANSHANGHEZHUANYEMAIJIARENKE,ZHEIYANGCAINENGCHIXUJIANKANGDEFAZHANXIAQU。

                    2.2.2 、创新营销手段

                  决战棋牌   HULIANWANGYINGXIAOSHIDASHISUOQU,WANGLUOYINGXIAO、MUDEDIYINGXIAO、ZHENGHEYINGXIAO、YIDUIYIYINGXIAO、WEIXINYINGXIAODENGDENGDOUSHIMUQIANGEDAZHANHUISUOCAIQUDEYINGXIAOSHOUDUAN,QIZHONGWANGLUOYINGXIAO、WEIXINYINGXIAODENGJIYUHULIANWANGDEYINGXIAOSHOUDUANBIDINGCHENGWEIHUIZHANYINGXIAOHUODONGDEZHUDAO,DANSHIYINGXIAOSHOUDUANDUOQUEDABUDAOYINGYOUDEXIAOGUO,ZHEISHIFEICHANGGANGADEYIZHONGQINGKUANG,SHANGWENDANGZHONGYEZHONGDIANLIEJULEZHEIYIDIAN,YINCIZHONGDIANYAOYINEIRONGWEIWANG,MEIYOUNEIRONGSUOYOUDEYINGXIAOSHOUDUANDOUSHIXUWANGDE。

                    YINCI,HUIZHANBIXUYAOZHONGSHIFUWU,YIGEMINGQUEDEZHUTIBIRANHENZHONGYAO,DANQIGENBENSHIBIXUYAOZAIZHEIYIZHUTIXIAWANSHANFUYOURENXINGHUADEPEITAOFUWU,FUWUGUOCHENGSHIHUIZHANYINGXIAODEYIGEZHONGYAOYAOSU,TAJIANGZHIJIEYINGXIANGZHANSHANGHEZHUANYEGUANZHONGDUIZHANHUIDEYINXIANG,NENGBUNENGJIANLIQIPINPAIXIAOYINGFUWUJIANGQIDAOFEICHANGZHONGYAODEZUOYONG。JINYIBULAISHUOZAICHANPINTONGZHIHUAYANZHONGDEDANGXIA,XIAOFEIZHECHENGXIANCHUYIXIEXINDETEDIAN,ZHEIXIEXIAOFEIZHEGENGZHUZHONGTIYANSHI、SHEJIAOHUA、GEXINGHUADEXIAOFEI,DUICHUANTONGGUANGGAOYIJINGMAMU,ZHANHUIJIUXUYAOCONGXIAOSHOUCHANPINZHUANWEIJINGYINGGUKEGUANXI。ZHEILIZAICIQIANGDIAOFUWUDEZHONGYAOXING,BIXUYAOWEIGUKETIGONGZENGZHIFUWUYIJIGEXINGHUAFUWU,ZHANHUIWEILAIDEJINGZHENGGUANJIANBINGBUSHIXIAOSHOUSHENMECHANPIN,ERSHINENGGOUWEIGUKETIGONGDUOSHAOFUJIAZHIHEFUWU。BIXUYAOJIANLIQIKEHUGUANXIGUANLIXITONG,ZHANGWOZIJIDEKEHUZIYUAN。LIYONGKEHUGUANXIGUANLIXITONGZHONGDESHUJUKEYIJIANGKEHUDEFANKUIXINXIGUINAZHENGLICHULAI,YINGXIAOBUMENZEKEYITONGGUOFENXIXITONGZHONGCUNCHUDESHUJULAIFENXIKEHUDEXUQIU,DANGRANSHUJUBUGOUYIBANDOUHUIQUGOUMAIKEHUSHUJU,RUYUDASHUJUGONGSIHEZUO,GOUMAISHUJUGONGSIDESHUJU,ZHEIGESHIJISHANGJIUSHIZUOSHICHANGDIAOYAN,WUWAIHUYIQIANSHIYAOQINZIPAOSHICHANGZUO,XIANZAIZHIJIEMAISHUJUGONGSIDEDIAOYANJIEGUO。

                    JINYIBUYAOTIGAOXUANCHUANNEIRONGDESHENGCHANNENGLI,SHANGWENZHONGZHONGDIANJIUZHICHULEZAIWANGLUOXUANCHUANTUIGUANGDANGZHONGSUOSHENGCHANDEWENZHANGYUEDULIANGDI,ZHEIBIAOMINGDESHIXUANCHUANTUIGUANGDENEIRONGBUFUHESHOUZHONGDEXUQIU。GUANJIANHAISHINEIRONGBUXING,QIBUDAOXUANCHUANTUIGUANGDEZUOYONG,YINCIBIZHEJIANYIYINGXIAOTUIGUANGCEHUAZHONGJINKENENGZUODAOWENZHONGWUWO,JIJINKENENGDIZHANZAIXIAOFEIZHEDEJIAODUQUXIEGUANYUZHANHUIXIANGMUDETUIGUANGWENZHANG,XIANZAIHENDUOHUIZHANDEXUANCHUANWENZHANGTAOLUDOUSHIYIYANGDE,BIRUZAIZHENGFUDEDALIZHICHIXIA,BENJIEZHANHUIRUHERUHE,TAIGUOZICHUIZILEI,ZHEIGENBENXIYINBUDAOYOUZHIZHANSHANGHEZHUANYEGUANZHONG,ZHEIJIUXUYAOGENJUMUBIAOKEHUQUNTIDEXUQIULAIFENXIQIGUANZHUDIAN,BINGZAIYIDINGGAODUSHANGQUEDINGYIGEYOUJIAZHIDEZHUTI,ZHENDUIXINGDIQUSHIBIESHOUZHONG,CAIQUFENZHONGHUACUOSHI,DAZAOSHIHEDEZHANHUIXUANCHUANWENZHANGSHENZHISHIXUANCHUANSHIPIN。

                    3、 结束语

                    综上所述,展会市场营销应当不断革新理念,创新营销方法,在当前时代背景下,展会项目要健康可持续发展并在同质化的竞争当中脱颖而出,创新成为关键点。因此必须要依托营销学甚至是心理学上的理论,把握住会展营销的要素,通过分析目标客户群的需求来进行客户关系营销,以服务为基准,通过优质服务来打造会展项目品牌,进而提升会展项目的竞争力,当然宣传手段必不可少,这里同样需要以内容为王,向消费者诉说一个独特的销售主张。

                    参考文献

                    [1]王丽娜.微信营销在会展营销中的实操研究[J].中国商贸,2014(28):36-37.
                    [2]梁锐.论城市会展营销的创新战略[J].中国商贸,2014(1):89-90.
                    [3]梁锐.城市会展营销的发展策略探讨[J].现代商业,2014(8):46.
                  决战棋牌   [4]周江华.互联网时代会展营销的策略优化研究[J].企业改革与管理,2016(8):60.

                    阮先炳.浅谈我国会展市场营销策略[J].中外企业家,2020(05):86-87. 转载请注明来源。原文地址:http://gxkelong.com/html/market/20200222/8251449.html   

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