摘要：近年来，随着全球经济一体化的推进和国内经济的不断发展，会展业呈现出强有力的发展趋势。像上海世博会、广交会、建博会等具有规模和影响力的品牌展会随之涌现，同时也带动了北上广等城市的发展，成为优秀会展城市。 77935

据统计，如今每天在中国就有上千场展会召开，在这样的竞争下，如何在市场中凸显优势、生存下去显得尤为重要。而展会营销策略的重要在整个展会运营中占着很大的比例。同时在互联网+共享信息资源的背景下，会展行业面临的是一个全新的营销环境。

本论文从营销策略着手，立足于当前会展行业现状，通过对展览会营销策略的初步了解以及分析，丰富现有研究方面。以中国国际营养与保健品展览会作为案例分析，并得出会展行业相关营销策略的相关结论，期冀为展览会营销策略的运营提供一定的建议与借鉴。

毕业论文关键词：会展营销；策略分析；中国国际营养与保健品展览会

The exhibition marketing strategy 

- A Case Study of Natural & Nutraceutical Products China 

Abstract：In recent years, with the global economic integration and the continuous development of the domestic economy, the exhibition industry has shown a strong development trend。 Such as the Shanghai World Expo, Canton Fair, Jianbo, etc。 with the scale and influence of the brand exhibition will emerge, but also led the north and other cities such as the development of a good exhibition city。

According to statistics, now every day there are thousands of exhibition held in China, in such a competition, how to highlight the advantages in the market, survival is particularly important。 The exhibition marketing strategy is important in the entire exhibition operations accounted for a large proportion。 At the same time in the Internet + share information resources in the context of the exhibition industry is facing a new marketing environment。

This paper starts from the marketing strategy, based on the current situation of the exhibition industry, through the initial understanding of the marketing strategy and analysis, enrich the existing research。 China International Nutrition and Health Products Exhibition as a case study, and come to the exhibition industry related marketing strategy related conclusions, futures for the marketing strategy to provide some of the recommendations and reference。

Key words：exhibition marketing；Strategic；Natural & Nutraceutical Products China

目录

一、绪论 1

（一） 研究背景 1

（二） 研究的意义及方法 1

（三） 研究综述 1

（四） 创新点 2

二、会展的营销现状 3

（一） 会展行业发展概况 3

（二） 会展行业营销现状分析 4

（三） 会展行业营销策略存在的问题 14

三、会展的营销策略4P理论 15

（一） 产品策略 15

（二） 价格策略 15

（三） 渠道策略 15

（四） 促销(传播)策略分析 15

四、中国国际健康与营养保健品展案例分析 16

（一） 中国国际健康与营养保健品展发展概况