目录
目录
摘要.............................................................................................................................................................. I
英文摘要 ...................................................................................................................................................III
1前言..........................................................................................................................................................1
1.1研究背景 ..........................................................................................................................................1
1.2研究目的与意义 .............................................................................................................................1
1.2.1研究目的...................................................................................................................................1
1.2.2研究意义...................................................................................................................................1
1.3国内外研究综述 .............................................................................................................................2
1.3.1国外研究综述 ..........................................................................................................................2
1.3.2国内研究综述 ..........................................................................................................................2
1.3.3研究述评...................................................................................................................................3
1.4研究内容与研究方法 ......................................................................................................................3
1.4.1研究内容...................................................................................................................................3
1.4.2研究方法...................................................................................................................................3
2相关概念界定与理论基础 ....................................................................................................................5
2.1概念界定 ..........................................................................................................................................5
2.1.1会展中心 ....................................................................................................................................5
2.1.2会展中心功能 ...........................................................................................................................5
2.1.3会展中心盈利方式 ...................................................................................................................5
2.2相关理论基础 .................................................................................................................................. 5
2.2.1组合营销理论 ...........................................................................................................................5
2.2.2服务营销理论 ...........................................................................................................................6
2.2.3双边市场平台理论 ...................................................................................................................7
2.3本章小结 ...........................................................................................................................................7
3 BT国际会展中心营销策略现状 ..........................................................................................................8
3.1 BT国际会展中心概况 ....................................................................................................................8
3.1.1 BT国际会展中心简介 ............................................................................................................ 8
3.1.2 BT国际会展中心组织架构 ....................................................................................................8
3.1.3营销团队情况 ...........................................................................................................................9
3.2 BT国际会展中心会展营销策略现状 ..........................................................................................9
3.2.1产品与服务方式 ....................................................................................................................10
3.2.2产品与服务价格 ....................................................................................................................11
3.2.3会展营销渠道 ........................................................................................................................11
3.2.4会展促销手段 ........................................................................................................................12
3.3BT国际会展中心会展营销策略存在的问题 .............................................................................12
3.4本章小结 .........................................................................................................................................13
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东北农业大学工商管理硕士学位论文
4 BT国际会展中心营销策略制定环境及 SWOT分析.....................................................................14
4.1营销策略制定环境分析 ............................................................................................................... 14
4.1.1宏观环境分析 ........................................................................................................................14
4.1.2行业环境分析 ........................................................................................................................15
4.2营销策略制定 SWOT分析..........................................................................................................17
4.2.1优势.........................................................................................................................................17
4.2.2劣势.........................................................................................................................................17
4.2.3机会
4.2.4威胁
.....................................................................................................................................18
.....................................................................................................................................19
4.2.5 SWOT矩阵.............................................................................................................................20
4.3本章小结 .........................................................................................................................................20
5 BT国际会展中心营销策略优化方案设计 .......................................................................................22
5.1产品与服务优化策略 ....................................................................................................................22
5.1.1持续完善与优化场馆设施设备建设 ..................................................................................22
5.1.2提供“一站式”展会服务 ...................................................................................................22
5.1.3创建“互联网+”办展新模式 ........................................................................................ 23
5.2价格优化策略 ..............................................................................................................................23
5.2.1按照淡旺季差异化定价 .......................................................................................................23
5.2.2按照展会规模及影响力差异化定价 ..................................................................................23
5.2.3按照展会属性差异化定价 ...................................................................................................23
5.2.4按照合作期限差异化定价 ....................................................................................................24
5.3渠道优化策略 ................................................................................................................................ 24
5.3.1“自办+承办”相结合 ........................................................................................................... 24
5.3.2通过异业联盟进行渠道拓展 .......................................................................................... 25
5.3.3通过行业协会进行渠道拓展 .......................................................................................... 25
5.3.4尝试建立代理渠道 .................................................................................................................25
5.4促销优化策略 ................................................................................................................................ 25
5.4.1建立数字化营销平台 ............................................................................................................ 26
5.4.2利用新媒介理念推广促销 ....................................................................................................26
5.4.3“总对总”平行人员促销 .....................................................................................................26
5.5本章小结 .........................................................................................................................................27
6 BT国际会展中心营销策略优化方案实施保障措施 ......................................................................28
6.1积极争取政策扶持培育会展市场 ............................................................................................. 28
6.2创新组织体制与资本化运营 ......................................................................................................28
6.2.1创新组织体制 ........................................................................................................................28
6.2.2开展资本化运营 ....................................................................................................................29
6.3强化人力资源建设 ........................................................................................................................29
6.3.1强化专业化人才培养及团队建设 ....................................................................................... 29
6.3.2强化内部激励 ........................................................................................................................29
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目录
6.4本章小结 .........................................................................................................................................30
7结论与展望 ...........................................................................................................................................31
7.1结论................................................................................................................................................31
7.2展望................................................................................................................................................31
致谢............................................................................................................................................................33
参考文献 ...................................................................................................................................................34
III
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