摘要：目前，随着媒体的快速发展，媒体营销已经成为了展会营销中的热点。在展会类型和营销媒体的选择上，如何更好的运用媒体的影响力，从而提高展会品牌的市场竞争力。本文在关于媒体在展会营销中的应用进行文献综述的基础上，在对媒体营销进行阐述的前提下，首先介绍了展会营销的定义和特征，其次分析了展会营销和展会媒体的研究现状，接着对展会媒体的营销模式进行了深入分析。然后以2010年上海世界博览会为例，详细研究了展会营销媒体在该世博会上的应用，分析了媒体在展会营销中的优势和不足，最后针对我国媒体营销模式的发展现状，提出了四项策略建议：整合营销策略；建立合适的媒体平台；政府加强监管；打造展会品牌。希望本文能为相关企业提供一定的决策参考。62084

毕业论文关键词：媒体；展会营销；世博会

Research on the application of media in exhibition marketing

Abstract：At present, with the rapid development of media, media marketing has become the focus of the exhibition marketing. In the choice of exhibition type and the media marketing , how to make better use of the influence of the media, so as to improve the market competitiveness of the brand exhibition. On the basis of literature review on the application of media in exhibition marketing, in the context of the media marketing is described, firstly introduces the definition and characteristics of event marketing, then analyzes the research status quo of exhibition marketing and Exhibition media, then to show the media marketing mode is analyzed. Then take the 2010 Shanghai World Expo as an example, a detailed study of the the application of media in the event marketing in World Expo, analyzes the advantage of media in the event marketing and the insufficiency, finally according to the present development of media marketing mode of our country, I give four strategic proposals:Integrated marketing strategy;Establish appropriate media platforms;Government to strengthen supervision;Create exhibition brand.I hope this article will provide some decision-making reference for relevant enterprises.

Key Words: Media; Exhibition marketing; World Expo

 目  录

一、绪论 1

（一）选题背景 1

（二）研究意义 1

（三）写作目的 1

二、 相关文献综述 3

（一）展会营销的研究现状 3

（二）会展媒体的研究进展 3

1、会展媒体的定义 3

2、会展媒体的研究现状 5

（三）未来对展会媒体的研究趋势 7

三、我国展会营销的发展现状 9

（一）展会营销的概念 9

1、展会营销的定义 9

2、展会营销的特征 9

（二）会展行业发展概况 10

（三）展会营销的策略类型 10

1、市场调查和定位策略 10

2、服务策略 11

3、品牌策略 11

4、经营创新策略 11

（四）展会营销存在的问题 12

1、整体营销不协调