摘要：会展行业作为现代社会的新兴领域,已发展成我国和很多区域,特别是大都市经济发展新的增益点。21世纪以来，我国经济迅速发展，会展企业的竞争愈演愈烈。与此同时，上海市奉贤区也应借着先天优势，不断优化会展营销策略，带动自身经济发展。这篇文章的研究对象是上海市奉贤区会展业，起首描述这篇文章研究的意义和背景；接下来用理论结合实际，讲述会展的概念、特点，提出奉贤会展业存在的不足之处。最后通过分析上海奉贤区近年会展业的数据报告，讨论如何从政府企业的角度优化会展营销策略，并提出行之有效的建议计划。本文研究目的在于促进上海奉贤会展营销优化进步，为以后上海其他区域会展业的发展提供参考价值。70114

毕业论文关键词：会展营销； swot分析；4P营销理论；发展策略；发展策略

Research on the exhibition marketing strategy optimization of Fengxian district in Shanghai 

Abstract: As a new field of modern society, the exhibition industry has developed into China and a lot of regions, especially the metropolis economy developing new gain points. Since the 21st century, China's economy has developed rapidly, and the competition of exhibition companies has intensified. At the same time, Shanghai's fengxian district should also be able to optimize its marketing strategy and promote its own economic development. This article is aimed at the exhibition industry in Shanghai's fengxian district, which describes the meaning and background of the study. Then the concept and characteristics of exhibition are presented, and the shortcomings of fengxian exhibition industry are put forward. Finally through the analysis of the data report of Shanghai fengxian area in recent years, exhibition industry, discussed how to optimization from the Angle of government enterprises exhibition marketing strategy, and put forward effective Suggestions. The purpose of this article is to promote the improvement of Shanghai fengxian exhibition and marketing, and provide the reference value for the development of the exhibition industry in other areas of Shanghai.

Keywords: Mice Marketing; SWOT Analysis; 4P Marketing Theory; Development Strategy; Development Strategy.

目  录

1绪论 1

1.1 课题研究的背景 1

1.2 课题研究的意义 2

1.3课题研究的方法 2

2参考文献综述 2

2.1 会展的概念 2

2.2 会展营销的概念 3

2.3 会展营销的特点 3

2.3.1营销主体的综合性 3

2.3.2营销内容的整体性 3

2.3.3营销手段的多样性 3

2.4会展营销的功能 3

2.4.1信息传递的功能 3

2.4.2刺激需求的功能 3

2.4.3降低营销成本的功能 4

3奉贤区会展营销现状分析 4

3.1奉贤区会场场馆资源丰富，品牌会展涌现 4

3.2会展对奉贤国民经济的重要作用 6

3.2.1会展业产生可观的经济效益 6

3.2.2会展经济提供大量就业机会 6

3.2.3会展业是提升城市形象、品牌的重要手段