摘要：商业展示的核心是品牌形象，也是将品牌形象传递给大众的重要途径。品牌形象连结了企业内涵与外在形象，通过展会，在企业和参观者间产生互动和沟通、推进企业文化的传播、晋升企业品牌知名度等，来升高企业在同行业中的竞争力。

    数字信息时代的到来,人们的精神需求也在提高,各种各样的新型数字显示形式接踵而来,导致经济和供求关系的根本性变化， 古板守旧的信息传播形式已经越来越跟不上当今社会的脚步。 并且，商业展示设计跟着当代生活的信息化、科技化的快速发展，其展示理念也发生了盛大的变化。越来越多的展示设计选择通过交流互动来达到企业的有助宣传，从而达到品牌形象的有效进步。

日益进步的展会行业，不断增长的会展数目，其展示方式也在不停标新立异。 本文根据当代人生活方式的变化，探索当代人们生活中的诉求，寻求一种科学的解决方法，从思想上更新当今商业展览设计的方法和策略，提高企业品牌形象在加速信息化、当代展览设计科学化、以人为本的发展方向，促进经济和人民生活方式的提高。70182

毕业论文关键字：交流互动；品牌形象；商业展示设计

The study of the way of how to improve corporate brand image in modern commercial display

Abstract:The core of commercial display is brand image,and it is also an important way to pass the brand image to the public.Brand image link enterprise connotation and external image,through the exhibition, interactive communication,to promote the dissemination of corporate culture, enhance the brand awareness of enterprises and tourists, This improves the competitiveness of the enterprise same industry.

With the digital information age, people's spiritual needs continue to improve,a variety of new digital display form,lead to fundamental changes in the economy and the relationship between supply and demand,information dissemination form square has more and more to keep up with the pace of modern society.Moreover,Commercial exhibition design is accompanied by the rapid development of modern life information technology, and its display concept has also undergone tremendous changes.More and more display design choices,through communication and interaction to achieve enterprise propaganda,so as to achieve the effective progress of brand image.

The increasing number of exhibitions and the increasing number of exhibitions and exhibitions are constantly changing.According to the change of modern life style,exploring the contemporary people's life appeal, seek a scientific method,Upgrading the brand image of commercial exhibition enterprises from the perspective of ideology,more to promote contemporary exhibition design to the information scientific and people-oriented in the direction of progress,so that they can better promoting economic development and improving the people's lifestyle.

Key words:interaction experience；brand image；commercial display design

目  录

上海应用技术学院 1

摘要 2

一、绪论 4

（一）课题研究的目的与意义 4

（二）国内外研究现状及水平 4

（三）论文采用的研究技巧和对策 6

二、品牌形象在商业会展中的提升作用 8

（一）商业展示和企业品牌形象之间的关系 8

（二）商业会展中提升企业品牌形象的作用和意义 9