品牌延伸策略在福建会展业发展中的运用

Application of brand extension strategy to the development of convention and exhibition industry in Fujian

从福建会展业品牌化发展的必然性出发,针对其发展误区,结合会展品牌延伸理论,提出了福建运用会展品牌延伸策略的措施:(1)加强福建会展市场控制力;(2)提升福建会展品牌知名度和美誉度;(3)促进产业合作升级,延伸福建会展特色;(4)实施品牌扩张策略,带动区域经济发展。

In the regards of the necessity and problems of brand development of convention and exhibition industry in Fujian, applying the brand extension theory of convention and exhibition industry, a feasible strategy for brand extension of convention and exhibition industry is proposed, which includes the following aspects. （1） Strengthen control of convention and exhibition market by brand extension management. （2） Implement the brand extension strategy to raise the fame and reputation of Fujian convention and exhibition industry. （3） Implement the brand extension strategy to promote industrial cooperation upgrade and extend the characteristics of Fujian convention and exhibition industry. （4）Implement the brand extension strategy to promote regional economic development.