摘要
由于我国中小型企业对通过参展进行整合营销的认识不足,其参展的效果不尽如人意。学术界对整合营销在中小型企业参展中的应用研究不足是问题存在的关键。在对国内外相关研究进行了文献梳理的基础上,针对我国中小型企业在参展过程中存在的问题,结合中小型企业对会展人才和服务的实际需求,在分析应用型会展教育和企业服务内涵、目标定位的基础上,从应用型会展教育服务中小型企业参展商角度,重点探讨了应用型会展教育如何服务于中小型企业参展商,帮助企业实现展会整合营销功能的参展目的,并提出了相应的对策和建议。
Participating in trade fairs is an increasingly important marketing activity for many companies,but current research indicates that the participation effect of the enterprise,especially the small and medium-sized enterprise is not entirely as desired.Lack of recognition to the integrate marketing function of the exhibitor and the insufficient application study of the academia might be the key reasons leading to the existing problems.Based on the literature review both at home and abroad,the paper integrates the analysis of the actual needs regarding the exhibition talents and service with the exhibition education concept and its positioning.The research mainly concludes a discussion of how applied exhibition education can help the small and medium-sized enterprise to achieve the participation aims by making good use of the marketing-mix function of the trade fairs.Corresponding countermeasures and suggestions are also proposed in the paper.
出处
《上海第二工业大学学报》
2011年第1期70-74,共5页
Journal of Shanghai Polytechnic University
基金
上海第二工业大学"会展经济与管理"重点学科建设与教学高地建设基金资助
关键词
会展教育
中小型企业
营销能力
exhibition education
small and medium-sized enterprise
marketing upgrading