摘要：随着世界经济的发展，现代服务业成为重要的产业。会议业是一种新兴的 现代服务业，它在一个城市甚至一个国家的经济发展中扮演着重要的角色。在会 议业的发展中，已经形成了相关的品牌会议。品牌塑造是会议行业不可避免的趋 势，在这三个市场的竞争阶段:质量，价格和品牌，品牌竞争处于最高阶段，它 是由会议活动的特点决定的。第二，在城市发展中建立会议品牌，它具有输送、 凝聚和测量城市力量的价值。本文通过对长三角会议品牌的建设，以杭州会议市 场为例，分析了其相应的优势和劣势，为此，提出了相应的对策和建议。66323

毕业论文关键词：长三角；会议市场；品牌建设

Research on the brand construction of the conference market in Yangtze River Delta

Abstract：With the development of world economy, modern service industry has become an important industry. As a new modern service industry, the conference industry plays an important role in the economic development of a city and even a country. At the same time, the development of the conference industry, the formation of the relevant brand meetings. Brand is the inevitable trend of the development of the industry, in the quality, price and brand competition in the three stages of the market, brand competition in the most advanced stage. Conference brand building is a necessary means to improve the competitiveness of the conference, which is determined by the characteristics of the conference itself. Second, the construction of the conference brand in the development of the city has its transmission, cohesion and measure the value of a city's strength. In this paper, through the study of the construction of the Yangtze River Delta conference brand, taking Shanghai, Hangzhou and Nanjing meeting market as an example, this paper analyzes the advantages and disadvantages, and raises the corresponding solutions and suggestions.

KeyWords：Changjiang Delta；Meeting market；brand building

目录

一、 研究综述 1

(一) 研究背景 1

(二) 研究目的 1

(三) 研究意义 1

(四) 文献梳理 2

(五) 研究方法 3

二、 研究界定 3

(一) 长三角会议市场 3

(二) 品牌 4

(三) 品牌建设 4

三、 长三角会议市场的发展和品牌的形成 5

(一) 长三角会议市场的发展 5

(二) 长三角会议市场品牌的形成 5

四、 实证分析——杭州会议产业为例 6

杭州会议产业分析 6

五、 长三角会议市场品牌建设的利弊因素分析 8

(一) 长三角会议市场品牌建设的有利因素