基于双向认知满意度的区域展会平台提升研究——义乌文博会的案例

Research on the Regional Exhibition Platform Improve Based on a Two-way Cognitive Analysis: A Case Study of Tiwu Exposition

作为媒介展会的主要组成要素,展会的运行离不开参展商和专业观众的满意程度。从参展商和专业观众的双向认知满意度影响因素视角来探讨他们对展会的选择与评价,已成为国内外学者对展会业研究的焦点之一。立足义乌文博会,通过大量的问卷调查数据和访谈,深入分析影响参展商和专业观认知满意度的主要因素,结合存在的现实情况,提出相关建议。为义乌国际贸易综合改革中,国务院提出要把义乌打造成重要的国家级会展平台提供发展思路、路径与决策参考。

The exploration of the exhibition selection and evaluation from the exhibitors and professional audience＇s two-way cognitive perspective has become the focus of domestic and international scholars. Based on the superiority of Yiwu, through a large number of questionnaire survey data and interviews, the paper analyzes the cognitive satisfaction and evaluation of the exhibitors and professional audience. Considering the existing problems, it puts forward related suggestions. This paper provides development thought, path and decision reference for the comprehensive reform of international trade in Yiwu, as the State Council proposed that important national exhibition platform be built in Yiwu.