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中国作为四大文明古国之一,展会也有很长的发展历史,中国展会的历史可以追溯到两千多年前的古代集市。而当今的展会已变得复杂的多,早已不是挑个地方摆出你的商品,吆喝两声就可以做成生意那么简单了。现在的展会已成为一种三维甚至多维的市场工具,来创建并定位你独特的品牌。当商品市场处于卖方市场时期,企业往往是以产能产量胜出;当处于买方市场时期,企业往往是以品牌品质胜出。而展会是品牌营销的最佳场所之一,这不只是因为展会是媒体等各方关注的焦点,还是最好的体验式营销平台,它是如此的重要和如此的关键。展会营销不只是带来一个企业形象的提升,展会舞台并非轻易登临,实际上是对企业软硬综合实力的考验。在电子信息迅猛发展的今天,传统商业展会仍然兴盛并且很多展会还在扩张,为什么?因为电子信息无法替代现实展会带来的有形体验及接触,商业展会是建立在面对面沟通的人际关系上的,它是充分挖掘五官感觉的营销媒介。展会活动的经济功能主要表现在信息传递功能、供求调节均衡功能、创造市场机会功能、促进流通
As one of the four ancient civilizations in China, the show also has a long history of development. The history of China’s exhibition can be traced back to ancient markets more than 2,000 years ago. Today’s show has become more complex, long ago not pick a place to put your goods, shouted twice can make a business so simple. Now the show has become a three-dimensional or multi-dimensional market tools to create and locate your unique brand. When the commodity market is in the seller’s market, the enterprise often wins the output of the production capacity. When the buyer’s market, the enterprise often wins the brand quality. The show is one of the best places for brand marketing, not only because the show is the focus of attention of all parties such as the media, but also the best experiential marketing platform. It is such an important and crucial point. Exhibition marketing is not just to bring a corporate image to enhance the show stage is not easy to board, in fact, is the test of the comprehensive strength of enterprises hardware and software. With the rapid development of electronic information, traditional commercial exhibitions are still flourishing and many exhibitions are still expanding. Why? Because electronic information can not replace the physical experience and exposure brought by the actual exhibitions, commercial exhibitions are based on face-to-face communication and interpersonal relationships. It is a marketing medium that fully exploits the senses. The economic functions of exhibition activities are mainly manifested in the information transfer function, supply and demand balance adjustment function, to create market opportunities, and promote the circulation