近年来，“智慧会展”成了会展业内经常被提及的热点。“智慧”即智能化与信 息化，其核心就是服务的电子化。目前，越来越多的展会将电子服务引入到办展 环节中，展会用户也逐渐将重视电子服务质量作为考量展会实力的重要指标。本 文以 G 公司染料展项目作为研究对象，通过对其服务质量进行评价和研究，从 而挖掘适合目标会展项目的优化手段。在研究初期，本人阅读了大量关于服务质 量以及电子服务质量评价的文献，了解现有研究的现状，为本文中电子服务质量 指标构建提供了理论基础。 在借鉴相关文献的基础上，将现阶段主要使用的电子服务模型进行了比对之 后，整理了各模型中针对影响电子服务质量的维度和因素。不同于其他电商行业， 会展的电子服务更多体现在线上与线下的相结合，通过线上的服务质量和内容去 赋能线下实体展会，参与者更多的是通过自服务来实现电子服务环节的完成，而 E-SELFQUAL 模型相较于其他电子服务质量模型，更加聚焦自服务相关服务质 量维度的构建。本文根据该模型中的感知控制、服务便利、客户便利、服务完成 这 4 个主要维度以及其中 12 个细分因素问项进行了调研，与会展电子服务中的 各环节进行了匹配，归纳为与会展项目实际应用密切相关且便于用户理解的问题， 进行问卷设计并发放。通过对问卷的统计和分析，发现用户普遍对目标展会的电 子服务质量评价不高，并且如响应性、灵活性等，是目前用户主要存在不满意的 因素。 在确定了待改进的方面之后，本文针对四个主要维度中分数较低的项目着重 进行了挖掘，找出电子服务环节中存在的问题，并针对问题从管理、流程、功能 等几个方面，制定出提升目标项目电子服务质量的具体措施。同时，在本文最后 从人员、物力、以及管理流程三方面，根据研究企业和项目的特性，制定了实施 方案，从而保障各项改进措施的有效进行。 关键词：会展项目；电子服务质量；电子服务平台；评价指标体系 IIAbstract At present, more and more exhibitions introduce E- services into the exhibition stage, and exhibition users gradually regard the quality of electronic services as an important indicator of the strength of the exhibition. This article set the CID project of G company as the object, through the evaluation and research of its service quality, to find the optimization methods suitable for the target exhibition project. Different from other e-commerce industries, the E-services of exhibitions are more embodied in the combination of online and offline, and participants are always realizing his needs through self-service Therefore, the article choose E-SELFQUAL model as the research model which focuses on the construction of self-service related service quality latitude. This article conducts research based on the 4 main latitudes of the E-SELFQUAL model: perception control, service convenience, customer convenience, and service completion, and 12 subdivision factors and match and summarize into questions which is closely related to the actual application of the exhibition project. Through the statistics and analysis of the questionnaires which have been collected, it is found that users generally have a comparably low evaluation of the E- service quality of the target exhibition, and responsiveness and flexibility are the main dissatisfaction factors among users. After identifying the problem, this article focuses on the projects with lower scores in the four major latitudes, and formulates specific measures to improve the electronic service quality of the target projects in terms of management, process, and functions. And at the end of this article, from the personnel, material resources, and management process, according to the characteristics of the research enterprise and project, an implementation plan is formulated to ensure the effective implementation of various improvement measures. Keywords：Exhibition; E-Service Quality; E-Service Platform; Evaluation Index III目录 致谢............................................................................................................................................I 摘要........................................................................................................................................... 1 Abstract ................................................................................................................................... III 第 1 章 绪论............................................................................................................................. 1 1.1 研究背景和研究意义 ..................................................................................................... 1 1.1.1 研究背景 ................................................................................................................. 1 1.1.2 研究意义 ................................................................................................................. 2 1.2 会展项目基本概念 ........................................................................................................ 3 1.2.1 会展项目构成 ......................................................................................................... 3 1.2.2 会展项目特点 ......................................................................................................... 4 1.3 服务与电子服务 ............................................................................................................ 5 1.4 国内外研究现状 ............................................................................................................. 6 1.4.1 国外研究现状 .......................................................................................................... 6 1.4.2 国内研究现状 .......................................................................................................... 7 1.5 研究方法与思路 ............................................................................................................. 9 1.5.1 论文主要内容 .......................................................................................................... 9 1.5.2 论文研究方法 .......................................................................................................... 9 1.5.3 创新之处 ................................................................................................................ 10 1.5.4 论文的基本结构 ................................................................................................... 10 第 2 章 G 公司染料展项目电子服务质量现状及存在问题分析 ....................................... 13 2.1 G 公司染料展项目简介 ............................................................................................... 13 2.2 G 公司染料展项目当前电子服务基础现状 ............................................................... 13 2.2.1 主要服务内容 ....................................................................................................... 14 2.2.2 主要服务场景 ....................................................................................................... 15 2.2.3 电子服务用户规模 ................................................................................................ 16 2.3 G 公司染料展项目电子服务存在的问题调研 ........................................................... 17 2.3.1 电子服务测量维度 ............................................................................................... 17 2.3.2 主要电子服务质量模型 ....................................................................................... 18 2.4 E-SELFQUAL 模型...................................................................................................... 20 2.4.1 感知控制 ................................................................................................................ 202.4.2 服务便利 ................................................................................................................ 20 2.4.3 用户服务 ................................................................................................................ 21 2.4.4 服务完成 ................................................................................................................ 21 2.5 问卷设计 ....................................................................................................................... 21 2.5.1 服务完成 ...................................................................................