基于参展商角度的会展营销研究

The Exhibition Marketing Research Based on the Angle of Exhibitors

近几年,随着会展业的迅猛发展,会展作为行业买卖双方的重要交流平台,参展已成为众多企业的主要营销方式之一。然而许多参展企业在耗费了大量人力、物力、财力参展后,取得的效果却远不如期望。因此,指导参展企业如何利用展会进行营销,提高展出效果,无论是对参展商而言,还是对整个会展业的健康发展的角度而言,都具有重要的意义。

In recent years, with the rapid development of the exhibition industry, as an important platform for buyers and sellers, participating in the exhibition has become one of the main marketing means for many enterpri- ses. However, though many exhibitors spent a lot of manpower, material resources, financial exhibitors to partici- pate in the exhibitions, the results are poor. Therefore, guiding exhibitors how to use marketing to improve display results has great significance both for the exhibitors and the healthy development of the entire exhibition industry.