我国会展企业实施客户关系管理问题研究

The Study of the Implementation of Customer Relationship Management by China's Convention & Exhibition Industry

近年来,我国展览市场竞争日趋激烈,展会题材同质化的现象日益严重,造成包括参展商、采购商、观众在内的会展客户不断分流。在新的竞争态势下,会展市场营销已进入客户主导阶段,本文系统分析会展客户关系管理的内涵及实施流程,并对我国会展企业实施客户关系管理的现状及存在问题进行剖析。

The competition among China＇ s convention ＆ exhibition industries is dramatic in recent years. Due to the same subject of the convention and exhibition, the custom resources including the exhibitors, buyers and visitors are continuously distributed. Under the new competition condition, the marketing of convention and exhibition industry, has come into a stage on which customers play the leading role. In this paper, the implications of the customer relationship management of the convention and exhibition industry has been explored, and the present situation and the existing problems concerning the implementation of the customer relationship management of the convention and exhibition industry has been analyzed.