天津市滨海新区品牌会展培育的对策研究

Strategies of Building up Brand Convention and Exhibition in the Binhai New Area in Tianjin City

天津市滨海新区品牌会展培育面临着战略规划缺乏、会展管理机构不统一、长效营销载体缺失、行业协会功能不足、会展场馆内外配套设施不完善、专业人才缺失等瓶颈。在滨海新区"先行先试"的政策优势以及环渤海经济一体化、京津同城化的契机之下,新区应积极扶持本地会展品牌发展,制定品牌会展培育的战略规划,加强对具有发展潜力的品牌会展的资金支持,建立专门的会展规划、协调和管理的主管机构,建设推广营销的长效载体,提升会展行业协会的作用,完善展览场馆内外配套设施的建设,促进会展专业人才的培育,应对来自于城际竞争以及国外会展进军国内市场的挑战。

There are some disadvantages in building up brand convention and exhibition in the Binhai New Area in Tianjin City such as the lack of strategic planning, various management agencies, the lack of long-term marketing media, the weak function of association, the poor facilities inside and outside the convention and exhibition site, and the lack of professional talents. With the policy of ＂trying first＂ in the Binhai New Area, the economic integration of Bohai Sea area and the inter-city circle of Beijing-Tianjin, the Binhai New Area should actively support brand development, establish strategic planning, strengthen financial support for potential brand exhibition, establish the special bureau to plan, coordinate and manage the exhibition, build up long-term marketing media, improve the function of association, perfect the facilities, and foster professional talents to deal with the competition from other cities in China and the challenges from abroad.