摘要
21 世纪以来，随着科学技术的飞速发展，国与国之间的经济文化交流日趋频繁，
史无前例的经济一体化的趋势显著。伴随着改革开放后中国经济的腾飞，中国展会在
过去的三十年里取得了质的飞跃，同时国内各种商协会开始热衷举办和协办各类展会

中国的展会数量和展览馆、配套设施、服务供应商的数量在过去的十几年当中呈膨胀
的发展趋势

同时，随着我国经济高速发展，国际贸易运输的变化，使运输业也发生了变化，
多式联运应运而生。克服了传统运输方式的不足，多式联运可降低运输成本，减少运
输的中间环节，提高物流效率。多式联运使不同的运输方式联合起来，扩展了经营范
围，将现有设备发挥最大作用，可使经营者选择最佳运输路线

从 2014 年，多式联运展登陆亚洲开始，每年举办一次，迄今已经有四年，多式
联运展会成为全球多式联运领域中具有权威和影响力的展会平台之一。尽管展会获得
了行业的肯定，并取得了一定的成立，但多式联运展的中国市场本土化过程中仍旧面
临不少挑战。本论文以多式联运概念的阐述、展会营销理论和市场定位理论作为理论
基础，通过对 Y 公司多式联运展进行内外部环境分析和研究，并结合目前多式联运
行业发展现状及运输物流展会行业的竞争状况，有针对性地从现有营销所遇重要问题、
针对问题提出的创新和保障实施三个层次分析多式联运展的市场营销策略，并以此为
同类及其它相类似企业的展会市场营销策略提供理论指导与实践借鉴

关键词：展会经济；多式联运；展会营销策略III
Abstract
Since 21st Century, with the rapid development of science and technology, economic
and cultural exchanges between countries have become increasingly frequency.
Unprecedented trends in economic integration have been marked. Along with the reform
and opening up after China economic take-off, China exhibition has made a qualitative
leap in the past thirty years, while domestic association start to organize or co-organize all
kinds of exhibitions. All exhibitions supporting equipment such as the number of venue,
facilities and the number of service providers is in the trends of expansion in the past
decade.
At the same time, with the development of China&39;s economy and the changes in
international trade. The changes in the transport industry also take place, which lead to the
merge of container multimodal transport. Container multimodal transport overcomes the
shortcomings of traditional transportation methods, reduces transportation costs, decreases
the intermediate links of transportation, saves deliver time and improves the efficiency of
logistics. Multimodal transport brings different modes of transportation together, greatly
expanding the scope of operation, bringing the existing equipment into full play, enabling
operators to select the best route of transportation

Since 2014, the container multimodal transport exhibition landed in Asia. So far, it
has been four years. This exhibition has become one of the most authoritative and
influential exhibition platforms in the global container multimodal transportation ears. The
container multimodal transport concept, exhibition marketing theory and position theory
will be used as the theoretical basis of this thesis. Through the analysis of internal and
external environment and the research of Y company container multimodal transport
exhibition development, analyzing of container multimodal transport exhibition from three
angles such as the marketing problems in the present, marketing innovation and guarantee
the implementation, which will help to provide theoretical guidance and practical reference
to the other companies in the industry to provide similar enterprises.
Keywords：Exhibition Economy; Multimodal Transport; Exhibition Marketing Strategy目录
致谢........ I
摘要.......II
ABSTRACT.....III
第 1 章 绪论......1
1.1 研究背景.1
1.2 研究对象.1
1.3 研究意义.2
1.3.1 理论意义.......2
1.3.2 实践意义.......2
1.4 展会营销研究综述.........2
1.4.1 国外展会研究综述...3
1.4.2 国内展会研究综述...3
1.4.3 国内外文献述评与借鉴.......4
1.5 研究内容与研究方法.....5
1.5.1 研究内容.......5
1.5.2 研究思路与方法.......5
1.6 本文创新点.........6
第 2 章 相关理论基础..7
2.1 多式联运相关概念.........7
2.1.1 多式联运及相关概念...........7
2.1.2 多式联运的特征.......7
2.2 展会市场营销理论概述.8
2.2.1 展会市场营销定义和对象...8
2.2.2 展会营销一般策略...8
2.2.3 市场定位理论...........9
2.2.4 4R 营销理论10
第 3 章 Y 公司多式联运展环境分析12
3.1 Y 公司多式联运展现状.12
3.1.1 Y 公司概况..123.1.2 Y 公司多式联运展介绍
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