1 摘要 世界经济的持续低迷、国际贸易增速放缓、人口红利逐渐消失，为原 本已经步入新常态的中国经济带来更大的下行压力。会展行业在信息沟 通、人才技术交流、企业推广、贸易洽谈的纽带平台作用日益凸显。青岛 养老产业博览会在本文撰写时仅举办四届，创办时间短，是比较新兴的会 展项目，尚未进入稳定的发展中期，营销策略方面存在诸多问题亟待优化 和完善。 本文针对青岛“老博会”的营销现状进行研究，力求将发现的问题在 实践工作中能切实得以解决。首先对研究背景、研究目的与意义，研究思 路和方法进行了详细阐述；第二章对文中涉及 7PS、STP 等理论基础和相 关文献研究进行了归纳和分类；第三章对青岛“老博会”的营销环境进行 分析，通过运用 PEST 和波特五力模型分别对宏观环境、行业竞争环境进 行分析，包括行业现状、同类展会竞争对比等；通过 swot 分析，归纳青 岛“老博会”营销优势、劣势、机遇和威胁；第四章关于青岛“老博会” 营销策略存在的问题，以 7PS 理论为指导核心，分别从产品、价格、渠道、 宣传、人员、过程、有形展示七个维度进行分析所存在的问题；第五章主 要为青岛“老博会”目标市场的细分和定位，以及结合前文的外部、内部 环境等分析，运用 7PS 理论以改进劣势、打造核心竞争力为目标，对现有 营销策略提出优化和改进建议；第六章针对上文系列营销策略而制定的保 障措施；第七章是对全文的总结和展望。 本文通过对青岛“老博会”诸多营销环境和因素的分析，总结出青岛 “老博会”欲将在低迷的经济环境和复杂的竞争环境下标新立异，打造成 为我国会展行业中的标杆，争取市场保有量，提高经济收益，需要会展企 业实施差异化营销战略，全面综合的对营销策略进行整合，完善产品、差 异化定价、多元化渠道，不断加大高新技术的应用以提高办展质量和服务摘要 2 水平，加强人才培养，组件优秀营销团队，加强硬件展示的品牌宣传，密 切关注竞争对手和市场动向，不断自我完善，加强企业文化建设，构建行 业评价指标体系，加强商业转变进程，打造差异化的核心竞争优势。这对 青岛“老博会”在国内乃至全球会展市场中，面对竞争日趋激烈且办展同 质化严重的严峻形势，跑赢竞争对手、对现有营销工作开拓创新有着重要 意义。对我国会展企业结合营销环境、自身禀赋资源，加强营销战略和策 略进行优化和完善提供较为具体、实践性强的方法作为参考和讨论。 关键字：会展；老博会；营销策略；优化 Research on Marketing Strategies of the QingDao Pension Industry Fair Abstract The continued downturn in the world economy and the slowdown in the growth of international trade have brought even greater downward pressure on the Chinese economy, which has already entered a new normal. As the world's second largest economy, China has thoroughly implemented a series of measures such as supply-side reforms, accelerated domestic industrial upgrading, adjusted industrial structure, promoted trade growth, and stimulated domestic demand to ensure the long-term stable development of the domestic economy. The convention and exhibition industry has taken advantage of the strong promotion of economic growth, the promotion of industrial upgrading, and the adjustment of the industrial structure, and many other features that are conducive to social and economic development. Gradually shines. The Qingdao Pension Industry Fair is riding the new wind of the new era, and strives to promote the development of the pension industry to alleviate many urgent problems facing the aging of China's population structure. Since its establishment in 2016, it has successfully held four sessions. In the evening, the comprehensive competitiveness of the city is far wider than that in the north. It lacks core competitive advantages compared with similar old-style exhibitions, and there is still much room for international influence. How to adapt to the rapidly changing environment in the context of the continued decline of the domestic economy. The摘要 3 competitive landscape, how to create a core competitive advantage for yourself, how to create a differentiated competitive advantage among many competitors, and how to run an "Pension Industry Fair" to promote the development of the entire exhibition industry, so as to truly invigorate a city to become Qingdao Problems for operators of "Pension Industry Fair" to be solved urgently. This article strives to be able to solve the problems found in practical work. First, the research background, research purpose and significance, research ideas and methods are explained in detail. Chapter 2 deals with the theoretical foundations such as 7PS, SWOT, and PEST. And related literature research are summarized and classified; the third chapter analyzes the external marketing environment of Qingdao "Pension Industry Fair", and analyzes the macro environment and industry competition environment by using the PEST and Porter Five Force models, including the current status of the industry Comparison of similar exhibition competitions; Chapter 4 analyzes the internal marketing environment of Qingdao "Pension Industry Fair", and analyzes the development potential of the old-age industry and the current situation of "Pension Industry Fair" operation, and points out the problems that need to be improved in its marketing strategy; through swot analysis To summarize the marketing advantages, disadvantages, opportunities and threats of Qingdao “Pension Industry Fair”; Chapter 5 mainly proposes the optimization and improvement of marketing strategies based on the segmentation and positioning of the target market, and the analysis of the external and internal environment mentioned above; The sixth chapter is the safeguard measures formulated for the above series of marketing strategies; the seventh chapter is a summary of the full text And outlook. Based on the analysis of many marketing environments and factors of Qingdao "Pension Industry Fair", this article concludes that Qingdao "Pension Industry Fair" wants to make a difference in the sluggish economic environment and complex competition environment, and to become a benchmark in China's exhibition industry. Appropriate and comprehensive integration of marketing strategies, proactive and timely adjustment of marketing strategies is to meet the needs of the development of the times, continuously increase the application of high and new technology to improve the quality and service level of exhibitions, strengthen personnel training, component excellent marketing team, strengthen hardware The displayed brand摘要 4 publicity closely monitors competitors and market trends, continuously improves itself, strengthens corporate culture, builds an industry evaluation index system, strengthens the process of commercial transformation, and improves its overall competitiveness. Keywords: Exhibition；Pension Industry Fair；Marketing strategy； Optimization摘要 5 目录 第一章 绪论.........................................................................................................7 第一节 研究背景及意义...........................................................................7 第二节 研究方法.......................................................................................9 第三节 研究思路和框架.........................................................................10 第二章 理论基础和文献综述...........................................................................12 第一节 概念综述.....................................................................................12 第二节 相关分析理论.............................................................................15 第三节 文献综述.....................................................................................18 第三章 青岛养老产业博览会营销环境与现状分析.......................................22 第一节 青岛养老产业博览会简介.........................................................22 第二节 青岛养老产业博览会宏观环境分析.........................................23 第三节 青岛养老产业博览会竞争者分析.............................................36 第四节 青岛养老产业博览会 SWOT 分析...........................................42 第四章 青岛养老产业博览会营销现存问题...................................................56 第一节 产品策略存在的问题...................................................................56 第二节 价格策略存在的问题...........