摘要：每年都有成百上千的家具展被举办，始终一成不变的仍是形式。然而，那些许许多多的展会仍像鸡肋一般存在，很多参展展商不甘心不参展，但是参与了以后，又觉得收效不显著、又耗费人力与金钱，因而，这倒给企业参展商造成了一项负担。但是，让人长舒一口气的是，近几年，一些展会举办方慢慢认识到了办展仅仅只搭普通的展台是无用功的，还必须要有所厘革，革变创新才能迎来家具会展业的欣荣与希望。家具行业的会展管理相关的利益角度会是本文的主要切入角度，通过对两个家具类展会的前期策略探究和现场执行，以及展会参展商和观众对于展会策略等现场问题的调研数据，对同一类型、同一地域的两个不同展会进行对比，探索成本领先策略、产品差异化策略、集中策略三种策略，从而发现参展商对相同类型、不同展会的选择以及影响因素，为某一特定行业的展会品牌建设提供一定的建议和意见，使其在观众和参展商心目中形成一定的认同感，从而通过差异化与个性化的特点来获取竞争优势，来获得参展商和观众对品牌的承认和专一度，即就是本次展览的成功之处。81210

毕业论文关键词：同类型；家具展；差异化；个性化特征；竞争优势

Competitive Strategy Research of the Same Kind of the Exhibition

Abstract：Furniture exhibitions will be held every year, the form has always been the same。However,many exhibitions are still like chicken ribs, many companies do not appear to be reluctant to go, and time consuming power consumption, but with little success, so exhibitors fell into a burden on the enterprise。But the good news is that, in recent years, some of the exhibition organizers gradually realized the show do not only set up the stage, must change, innovation and change to usher vitality。This article from the exhibition enterprise stakeholder management perspective, through the method of two furniture exhibition inquiry and on-site implementation, as well as the exhibition exhibitors and the audience for the exhibition strategy research data of field problems of the same type, the same area of the two different exhibitions were compared to explore the cost leadership strategy, strategy, product differentiation strategy from three strategies, so as to find the same type and different factors of exhibitors for the exhibition selection and influence, provide some suggestions and opinions for the exhibition brand in a particular industry, so as to form a certain sense of identity in the audience and exhibitors in mind, and then through the differentiated and personalized features to gain competitive advantage, thus forming a kind of let the exhibitors and audience recognition and loyalty to the brand exhibition。

KeyWords: the Same kind;Furniture Fair; differentiation; inpidual characteristics

目 录

一、研究综述 1

（一）研究背景 1

     1。 目的与意义 1

     2。 研究内容和目标 2

     3。 文献梳理 2

（二）研究界定 4

     1。 展览会 4

     2。 同类型 4

     3。 竞争策略 5

（三）展览会的发展与竞争 5

     1。 会展资本由优势都市向周围都市发散集中，趋势明显 5

     2。 会展资本向优势都市汇集优势愈强趋向显著