MH集團(tuán)“營(yíng)銷(xiāo)主題展會(huì)”的服務(wù)營(yíng)銷(xiāo)策略研究

《MH集團(tuán)“營(yíng)銷(xiāo)主題展會(huì)”的服務(wù)營(yíng)銷(xiāo)策略研究》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在工程資料-天天文庫(kù)。

1、MH集團(tuán)“營(yíng)銷(xiāo)主題展會(huì)”的服務(wù)營(yíng)銷(xiāo)策略研究北京理工大學(xué)工商管理碩士(MBA)學(xué)位論文摘要中國(guó)經(jīng)濟(jì)在21世紀(jì)以來(lái)已經(jīng)進(jìn)入體驗(yàn)經(jīng)濟(jì)時(shí)代。作為體驗(yàn)的平臺(tái)，展會(huì)業(yè)走向歷史舞臺(tái)，迅速成為炙手可熱的產(chǎn)業(yè)。展會(huì)業(yè)作為我國(guó)新興的朝陽(yáng)產(chǎn)業(yè)，經(jīng)過(guò)兒十年的發(fā)展逐漸形成規(guī)模，但一些辦展機(jī)構(gòu)缺乏品牌和營(yíng)銷(xiāo)意識(shí)，致使我國(guó)展會(huì)又多又濫，同質(zhì)化展會(huì)現(xiàn)象嚴(yán)重，形成惡性競(jìng)爭(zhēng)，因此我們和國(guó)際水平還存在相當(dāng)差距。世界展覽大國(guó)如德國(guó)、美國(guó)和日本等國(guó)家造就了品牌化的規(guī)模展會(huì)，將卅界上絕大多數(shù)的規(guī)模展會(huì)都吸引過(guò)去了，所以我們應(yīng)從現(xiàn)在開(kāi)始培養(yǎng)品牌展會(huì)意識(shí)，在提高我國(guó)展會(huì)行業(yè)的整體質(zhì)量和服務(wù)水平的基礎(chǔ)上，掌握如何通過(guò)現(xiàn)代傳媒手段、信息技術(shù)、傳

2、播效應(yīng)和各種新興的營(yíng)銷(xiāo)模式推廣我國(guó)的品牌展會(huì)，讓世界的目光轉(zhuǎn)向我們。因此，展會(huì)營(yíng)銷(xiāo)理論和實(shí)踐具有很重要的研究?jī)r(jià)值和研究意義。本文以Mil集團(tuán)“營(yíng)銷(xiāo)主題展會(huì)”為例，在深入分析相關(guān)行業(yè)文獻(xiàn)和資料的基礎(chǔ)上,對(duì)“營(yíng)銷(xiāo)主題展會(huì)”的宏觀環(huán)境、行業(yè)競(jìng)爭(zhēng)以及市場(chǎng)需求進(jìn)行分析，研究MH集團(tuán)“營(yíng)銷(xiāo)主題展會(huì)”的發(fā)展現(xiàn)狀和發(fā)展前景，探討如何使MH集團(tuán)實(shí)現(xiàn)理想的展會(huì)經(jīng)濟(jì)效應(yīng)、提高企業(yè)利潤(rùn)，從而結(jié)合現(xiàn)代服務(wù)營(yíng)銷(xiāo)理論,對(duì)展會(huì)產(chǎn)晶、價(jià)格、渠道、促銷(xiāo)、人員、服務(wù)和過(guò)程七大要素的進(jìn)行深入梳理，制定了一套適合于MH集團(tuán)“營(yíng)銷(xiāo)主題展會(huì)”的服務(wù)營(yíng)銷(xiāo)策略組合，并期望能為中國(guó)展會(huì)營(yíng)銷(xiāo)理論研究的深入發(fā)展提供有益的實(shí)踐依據(jù)。關(guān)鍵詞:展會(huì)營(yíng)銷(xiāo)市

3、場(chǎng)競(jìng)爭(zhēng)市場(chǎng)細(xì)分II北京理工大學(xué)工商管理碩士(MEA)學(xué)位論文AbstractChina，seconomyhasenteredintotheexperienceeconomyagesincethe21stcenturyAsaplatformforexperience,theexhibitionindustryhaswalkedtothestageofhistory,andquicklybecameahotindustry.Theexhibitionindustry,asasunriseindustryinChina,afterdecadesofdevelopment,hasgraduallyde

4、velopedtocertainscale.However,someexhibitionorgeinizersshowalackofbrandandmarkctingawarencsswhichresultedintheserioushomogenizationofChina'sexhibitionandviciouscompetition.Therefore,thereisaconsiderablegapbetweenChina'sexhibitionsandinternationalones.Theworldexhibitionpowers,suchasGermany,theUnitedS

5、tatesandJapanhavecreatedthebrandedlarge-scaleexhibitionsandattractedmostofthelarge-scaleexhibitionsintheworld.Therefore,weshoulddevelopbrandawarenessfromnowon.OnthebaseofimprovingtheoverallqualityofChina"sexhibitionindustryandservicelevel,weshouldlearnhowtopromoteourbrandexhibitionsbymodernmediamean

6、s,informationtechnology,al1kindsofcommunicationeffectsandnewmarketingmodelssoastomaketheworld"sattentionturntous.Therefore,exhibitionmarketingtheoryandpracticehaveimportantresearchvalueandsignificanceTakingMHGroup'suMarketingExhibition”asanexample,andonthebaseofthedeepstudyofrelatedindustryliteratur

7、eandmaterials,thispaperhasaneilyzcdmacroenvironment,industrycompetitionandmarketdemandofMHGroup，suMarketingExhibition”,stuelieditscurrentstatusanddevelopmentprospects,andexploredhowtohelpMHGrouptoachi