摘要：自20世纪中国刚加入会展业的行列到改革开放之后，随着经济全球化进程加快，中国会展业发展迅速。作为新兴的朝阳产业，在几十年的发展中，中国会展业逐渐走向规范化，展馆设施逐步完善、展会服务日益提升，中国已然成为“展览大国”，在国际市场上有着巨大的潜力。但是由于我国会展业起步较晚，发展历史还不长，在蓬勃发展的同时也存在许多问题。相比于国外会展业，我国展览会数量虽多，但知名的展会品牌却相对缺乏，与国外差距甚大。因此，为加强我国展览会在国际市场的竞争力，我国会展业在丰富品牌内涵、提升品牌知名度等方面需进行进一步探讨研究。本文针对我国展览会品牌建设的现状和问题，分析问题产生的原因，并且在借鉴国内外会展品牌建设成功案例的基础上，总结我国展览会品牌建设的发展对策。80884

毕业论文关键词： 展览会；展会品牌；品牌建设

The Study of Exhibition Brand Building

Abstract: Since the 20th century Chinese just join exhibition industry to reform and opening up, with the process of economic globalization, China's exhibition industry is developing rapidly。 As emerging sunrise industry, after decades of development, China's exhibition industry is gradually standardized, gradually improve the pavilion facilities, exhibition services growing, China has become the exhibition of "power", in the international market has huge potential。 But because the convention and exhibition industry in China started late, development history is not long, there are also many problems in the booming at the same time。 Compared with the foreign exhibition industry, our country fair amount is much, but relatively lack, famous exhibition brands with foreign gap is very large。 Therefore, in order to strengthen the competitiveness of the exhibition in China in the international market, the exhibition industry in China to establish brand awareness, increase brand awareness, etc, need for further research are discussed。 In this paper, the status quo and problems of the construction of the exhibition brand China, analysis the reasons of the problems, and in the convention and exhibition at home and abroad for reference, the brand construction, on the basis of successful cases, summarizes the development countermeasures of the construction of Chinese exhibition brand。

Key Words: Exhibition; Exhibition brand; brand building

目  录

一、绪论 1

（一） 研究目的和意义 1

（二） 文献综述 2

（三） 主要研究内容 3

二、展览业的品牌发展 4

（一）近年展览会品牌建设现状 4

三、我国展览会品牌建设现存问题及其成因 6

（一）展览会品牌建设存在的问题 6

（二）展览会品牌建设的问题成因 7

四、实证分析-以华交会品牌化发展为例 8

五、德国展览会品牌建设的成功经验 11

六、完善展览会品牌建设的对策建议 12

（一） 对于企业的建议 12

（二） 对于政府的建议 13

致  谢 15

参考文献 16

一、绪论

（一） 研究目的和意义