摘要
MIF(澳门国际投资展览会)作为澳门本地的会展品牌,由于缺乏产业基地的支持,以及来自香港和内地会展业的竞争,遇到自身发展的瓶颈,在主题定位上与品牌推广方面存在一定偏差。文章应用SWOT分析法,对MIF的主题定位进行诊断,发现澳门经济特点与会展业定位存在的问题;通过对竞争对手的分析,找出MIF差异化发展的思路并提出相应的解决方案。
MIF （Macao International investment Exhibition） is Macao＇s local exhibition brand. Due to the fact that it lacks support of industrial base and faces intense competition of exhibition industry from Hong Kong and China's Mainland, MIF runs into its own development bottlenecks： a certain deviation exists in the theme positioning and brand promoting. The essay applies SWOT method to distinguish the Macao economic characteristics and diagnosis the existing problems in the process of MIF theme positioning. Through analysis of its competitive rivals, it is my hope to search for MIE differentiated development strategy and put forward corresponding solutions.
出处
《价值工程》
2011年第2期165-166,共2页
Value Engineering
关键词
澳门
会展业
主题定位
策略
Macao
exhibition industry
theme positioning
strategy
