论国际性珠宝首饰展览会的会展营销策略

Exhibition Marketing Strategies of International Jewelry Fair

研究国际性珠宝首饰展览会的会展营销策略对我国珠宝首饰展览会的提高与发展具有重要意义。通过实地考察和资料收集,运用营销学的知识总结了国际性珠宝首饰展览会的会展营销要素,并结合会展学的知识从规划展区、招揽客户、开展公关活动和管理客户关系等方面分析了其会展营销策略,旨在为国内珠宝首饰展览组织机构更好地举办珠宝首饰展览会提供一些参考。

The research on exhibition marketing strategies of international jewelry fair plays a vital role in the improvement and development of jewelry exhibition industry in China.Through on-the-spot investigation,data collection and marketing knowledge,the author summarizes the marketing elements of international jewelry fair,and by using the exhibition knowledge analyzes its exhibition marketing strategies in terms of exhibition area division,attracting customers,public relations activities and customer relationship management.This paper can provide some references for the domestic jewelry exhibition organizations.