摘要：随着经济技术的发展，会展业也得到了十分快速的发展。首先，表现在人民物质生活水平的提高，世界变得更加丰富多彩，会展主题的定位也有了更宽领域的涉猎；其次，参观者无论是参展商或是普通观众都对会展有了更深刻的认识，群众对会展业的观念的转化无疑也是主题策划中需要重点考虑的因素。61997

在《国外会展问题研究综述》中作者说道，近年来，会展业因其强大的经济带动效应和社会影响力吸引着越来越多地关注，会展业的成长与各行各业的发展密不可分，从长远看来，会展业在我国经济发展中的地位和作用非常突出，国外关于会展的研究比较系统而深入，已取得了相当数量的研究成果。会展主题的定位与选择对国内会展业的发展也是至关重要，如何正确地选择是目前需要重点研究的问题。

本文通过分析目前会展业的现状以及趋势，综合决策的各类方法和途径，对会展业主题的选择与定位进行方法论分析与案例论证。文章第一部分为绪论。第二部分从会展业的现状及趋势引申出会展主题的重要性。第三部分研究讨论了会展主题策划的几个要点。第四部分通过对成功案例的分析来增强文中论据的可靠性。

毕业论文关键词：会展业、会展主题、方法论

The Research on the choice and positioning of the exhibition theme

Abstract：With the development of economy and technology, the exhibition industry has been developing very fast. First of all, the performance in the improvement of people's material life level, the world becomes more colorful, exhibition theme positioning has also been dabbling in wider areas; secondly, visitors both exhibitors and ordinary viewers are on exhibition has more profound understanding and the transformation of people's concept of the Convention and exhibition industry is undoubtedly the theme of planning in the need to consider the key factors.

In The Review of Foreign Exhibition, the author said that In recent years, the Convention and exhibition industry are attracting more and more attention because of its strong economic driving effect and social influence, convention and exhibition industry in the development of all walks of life and development are inseparable, from a long-term point of view, the status and role of the Convention and exhibition industry in China's economic development is very prominent, on the exhibition of foreign research systematically and thoroughly, has made quite a number of research results. It is also very important for the development of the exhibition industry in China. How to choose the right choice is the key problem of the exhibition industry.

Based on the analysis of current situation and trend of the exhibition industry, the methods and ways of comprehensive decision-making, the paper analyzes and demonstrates the choice and orientation of the theme of the exhibition industry. The first part of the article is the introduction. The second part of the exhibition industry from the current situation and the trend of the importance of the exhibition theme. In the third part, some key points of exhibition theme planning are discussed. The fourth part enhanced the reliability of the argument by analysis the success of the case.

Key words：exhibition industry, Convention and exhibition theme, methodology

目录

一、绪论 5

（一）研究的问题及对象 5

（二）研究的意义 5

（三）论文框架及研究方法 5

二、会展业发展分析 7

（一）会展业发展的现状 7

（二）会展业发展存在的问题