会展对企业公共关系的作用分析+文献综述
关键词：会展活动；参展企业；公共关系；组织者
The Analysis of Exhibition on the Role of Corporate Public Relations
Abstract: With the development of exhibition industry in China, various issues are gradually found in it. Throughout the various types of local exhibitions held in China, we can still find that China's exhibition industry seems to have suffered a bottleneck in the early stages of development. So searching and making use of the potential force of China's exhibition industry will become one of the most important factors to enhance its competitiveness in the international status. This study aimed to provide an effective basis about the potential links between the asset scale of exhibitor and the influence of the exhibition on its PR for exhibitors and organizers and to make them focus on the importance and potential force of expanding the influence of exhibitions. Through the questionnaires of the exhibitors at exhibitions, we analyzed the collected data of them. What’s more, SPSS software was used to analyze the data through Reliability analysis, One-Way ANOVA analysis, Cross-analysis and Least Significant Difference analysis, in order to make the results of the survey more scientific, more reliable and more accurate. The findings showed that the difference in asset scale of exhibitors has some influence on their certain categories of public relations.
Key Words: Exhibition, Exhibitors, Public relations, Organizers
目 录
引 言 1
一、绪论 2
（一） 研究背景和意义 2
1、 课题的研究背景 2
2、 课题的研究意义 2
（二） 研究的现状和发展趋势 3
1、 课题的研究现状 3
2、 课题的研究发展趋势 4
二、会展对企业公共关系作用分析的调查问卷 5
（一） 调查方法 5
（二） 数据分析方法 5
1、 信度分析 5
2、 单因素方差分析(One-Way ANOVA) 6
3、 交叉分析 6
4、 最小显著性差异法(LSD) 6
（三） 样本分布 6
（四） 分析报告 7
1、 会展活动对不同资产规模企业各项公共关系作用的单因素方差分析 7
2、 会展活动对增进参展企业与供应链企业联系的影响程度 8
3、 会展活动对建立参展企业与重要顾客或客户联系的影响程度 11
4、 会展活动对参展企业获得重要政府客户的影响程度 13
5、 会展活动对增进参展企业与政府信息服务部门联系的影响程度 15
6、 会展活动对加强参展企业与政府科技创新服务部门沟通的影响程度 18