摘要：南京会展业的优势有起步较早，有大型会展经验;培养了几个具有区域品牌效应的展览;有一定的设施基础;会展企业不断的合作以及国有展览业不断发展。南京会展业的内部劣势为会展经济比重较低，总量规模不大；企业竞争力薄弱，大企业不多，竞争力低，辐射能力薄弱；融资能力欠缺并且大项目上缺少人才。但是其中蕴含有机会，包括有科技、教育基础好,具有区位优势,工业体系完善,发展空间变大,政府重视程度加大。威胁是缺乏公平规范的法规和政策环境,政府办展的垄断性过强,服务保障体系欠缺,结构有待完善,市场竞争体制不完善。开发优秀的南京本地旅游产品，其中包括推动会展旅游产品的结构调整，打造南京的会展品牌，加强会展旅游产品的开拓和娱乐型产品的开发，发展绿色会展旅游，走产业化、国际化道路。93698

毕业论文关键词：会展旅游，南京会展，经济，绿色会展

Abstract: Nanjing exhibition industry has the advantage of early experience in large-scale exhibition; culture with several regional brand exhibition; there are certain infrastructure; development and state-owned enterprises continue to cooperation exhibition exhibition industry。 Nanjing Convention and exhibition industry internal disadvantages to the exhibition economy is relatively low, the total size of the enterprise; competitiveness is weak, large enterprises, low competitiveness, radiation ability is weak; and lack of financing capacity of large projects lack of talent。 But which contains opportunities, including science and education foundation, has geographical advantages, perfect industrial system, larger development space, increase the attention of the government。 The threat is the lack of fair and normative regulations and policy environment, the government monopoly of the exhibition is too strong, the lack of service support system, the structure needs to be improved, the market competition system is not perfect。

The development of the excellent Nanjing local tourism products, including the promotion of structural adjustment of tourism product, build Nanjing's exhibition brand, strengthen the development of pioneering and entertainment products exhibition tourism products, the development of green tourism, industrialization and internationalization of the road。     

Keywords: MICE tourism, Nanjing exhibition, Economy, Green MICE

目    录

1  引言……5

2  南京会展旅游现状 6

2。1  会展业概念 6

2。2  南京会展业的具体分析 6

2。3  南京会展业的SWOT分析 9

3  南京会展旅游产品的优势和劣势问题分析 10

3。1  南京会展旅游产品的优势 11

3。2  南京会展旅游产品的劣势 12

3。3  南京会展旅游产品的威胁 13

3。4  南京会展旅游产品的机会 13

4  南京会展旅游产品开发的具体建议 14

4。1  推动会展旅游产品的结构调整 14

4。2  打造南京的会展品牌 14

4。3  会展旅游产品开发要强调针对性 15

4。4  加强会展旅游产品的开拓和娱乐型产品的开发 16

4。5  发展绿色会展旅游