摘要: 专业观众的组织在会展活动中起着重要的作用，虽然其不是会展活动的盈利点但是其从根本上影响着会展活动的质量。本文在国内会展公司专业观众组织方式进行综述，以及对相关研究进行整合的基础上，分析影响专业观众参观的影响因素，展会自身质量、会展公司的品牌优势、会展公司的市场推广方案以及展会举办地自身的硬件条件。而后，从消费性展会和专业展会两方面入手研究影响专业观众组织的决定性因素与其相对应的策略。最后，针对我国会展行业的发展状况提出了专业观众组织的优化策略： “因材施计”+“高精制导”+“良师益友”+“自我提升”。52668

毕业论文关键词:  专业观众；组织模式；品牌价值

Research on the development of professional audience organization trend

Abstract: the professional audience organization plays an important role in the convention and exhibition activities, although it is not profit but the convention and exhibition activities fundamentally affects the quality of the convention and exhibition activities. This article in domestic exhibition company professional audience organization were reviewed, and the related research on the basis of the integration, analysis the influence factors of affect the professional audience participation, show their own quality, convention and exhibition company brand advantage, the company's marketing plan and the exhibition venue itself hardware conditions. Then, from the two aspects of consumer and professional exhibition the exhibition research the decisive factors influencing the professional audience group and its corresponding strategies. Finally, in view of the development of convention and exhibition industry in our country put forward the optimization tactics of the professional audience organization: "due to the material trapped" + "high precision guidance" + "mentor" + "self-improvement". 

Keywords: Professional audience; Organization mode; Brand value; 

 目  录

前言 1

一、相关文献综述 2

（一） 国内外研究成果 2

1、 国外研究成果 2

2、 国内研究成果 2

（二） 研究趋势 3

二、基础理论 5

（一） 专业观众的概念 5

（二） 专业观众的地位 5

（三） 参展动机 5

1、 购买动机 5

2、 市场动机 6

三、我国专业观众组织现状 7

（一） 我国会展行业现状及特征 7

1、 市场巨大 7

2、 存在大量恶性竞争 7

3、 展会的生命周期过短 8

4、 产品品质差 8

（二） 我国专业观众组织现状及特征 8

1、 组织策略混乱 8

2、 重视与投入均明显不足 8

3、 专业观众主动性低 9

（三） 专业观众组织策略分析 9

1、 专业观众组织策略