摘要随着“互联网+”行动计划成为国家新战略，”双线模式”展会的发展已逐渐成型，线上与线下的矛盾也已逐渐相互磨合。但双线展会如何更好地结合线下展会、网络技术以提高可持续发展性是个比较显著的问题。本论文在已有文献研究基础上，对双线展会发展模式进行分析，提出目前双线展会发展现状及存在的问题，并以上海国际校服•园服展览会线上线下发展为例进行实证分析，借此就调研结果提出相关建议与对策。希望能对双线展会未来的发展模式有一定参考价值和借鉴意义。74085

论文共分为七部分：第一部分为综述部分，介绍了研究背景、目的和意义；第二部分对双线模式展会的相关知识进行了概述，为双线展会创新发展提供了理论指导；第三部分是对双线展会的发展现状进行分析，揭示了发展双线模式展会的优劣势；第四部分通过对各种网络技术的研究，分析了网络技术对线上展会发展的推动作用；第五部分以上海国际校服•园服展览会线上线下发展为例进行实证分析，就得出调研结果提出相关建议与对策；第六部分提出了完善双线展会发展模式的对策与建议；第七部分是结论与展望。

毕业论文关键词: “双线模式”展会；网络技术；参展者；参观者

Research on the Development Mode of “Online and Offline” Exhibition

Abstract：With "Internet +" plan of action becomes the country's new strategy, the development of the “Online and Offline” Exhibition has been organized, and the contradiction between online and offline has been polished。 The “Online and Offline” exhibition how to better integrate physical Exhibition, Network technology in order to improve their sustainable development is a relatively prominent issue。 This paper uses documentary research analysis on the development mode of the “Online and Offline” Exhibition , conceived of the actuality and the problem of the development of the  “Online and Offline” Exhibition , and ISUE’s O2O development as an example to start empirical research。 The research result put forward relevant suggestions and 

countermeasures。 The author hopes that this study can have a certain reference value and significance to the future development mode of the “Online and Offline” Exhibition。

This paper is pided to seven parts。 The first part is exordium; the second part summarize related knowledge of the“Online and Offline” Exhibition ; the third part analyses the development status of the “Online and Offline” Exhibition ; the fourth part analyses that Network technology facilitate the development of the online exhibition ; the fifth part takes ISUE’s O2O development as an example to start empirical research ; the sixth part puts forward the countermeasures and Suggestions to the development of the “Online and Offline” Exhibition ; the seventh part is conclusion and future research。

Keywords: “Online and Offline” Exhibition ; Network Technique;Exhibitors; Exhibition Visitors

目录

一 、绪论 1

（一） 研究背景 1

（二） 研究目的 1

（三） 研究意义 2

1、 理论意义 2

2、 实践意义 2

二、双线模式展会的相关知识 3

（一） 会展的概念 3

（二） 线上展览会的概念