摘要：“展馆布局规划合理化，大力发展会展业”是国家在十一五规划中提出的重要指导意见。这种蓬勃发展的大趋势下，会展业相互模仿，展会同质化的现象越来越普遍。本文调研展会同质化的数据，重点围绕业内人士的已有论点和观众展商对展会同质化的态度为研究对象，分析造成展会同质化的重要原因。在调研了解国内展会发展现状和查阅已有数据的基础上，综述展会同质化的现状以及影响。并以电子类展会为借鉴，通过观众对其展会同质化的态度，提出合理解决展会同质化问题的方法。80646

关键词：会展业；展会同质化；变革

The thinking about the Exhibition homogenization

Abstract: In the national "Eleventh Five-Year Plan" in the "reasonable planning exhibition hall layout, the development of exhibition industry", the development of the exhibition industry was once a white-hot state。 In this vigorous development trend, the exhibition industry to imitate each other, the phenomenon of homogenization of the exhibition more and more common。 This article surveyed the show homogenization of the data, focusing on the industry's existing arguments and the views of exhibitors on the homogenization of the attitude of the study object, analysis of the important cause of the show homogenization。 In the investigation and understanding of the status of domestic exhibition development and access to existing data on the basis of a review of the status of the exhibition homogenization and impact。 And to electronic exhibition for reference, through the audience of its exhibition homogenization of the attitude, put forward a reasonable solution to the problem of homogenization of the exhibition。

Key words: exhibition industry; exhibition homogenization; change

目  录

一、研究背景与文献综述 1

(一) 研究背景 1

(二) 研究目的 1

(三) 文献综述 2

二、我国会展业发展现状与存在问题 2

(一) 展商的专业化细分越来越明显 2

(二) 境内展览规模增大 3

(三) 展会行业覆盖宽广，举办地比较集中 3

(四) 展馆空置率高，经营效果差 4

(五) 自律体系欠缺，行业秩序混乱 4

三、展会同质化问题突出 4

(一) 国内展会同质化现状 4

1、展馆建设同质化 4

2、展会模式同质化 5

3、办展城市建设同质化 6

4、展会展品同质化 6

(二) 产生原因 6

1、展馆大量建设，空置率太高 6

2、监控体系不完善，行业秩序紊乱 6

3、品牌展会一成不变，城市建设同质化 7

4、盲目追求短期利益