基于SWOT分析的我国会展业发展路径研究——以南昌市为例

会展经济作为一种新型经济形式,已经成为衡量城市国际化程度和现代化程度的重要标志。近几年来,得益于经济的快速发展和各地政府的大力推动,我国会展经济蓬勃发展,在会展数量与质量上均取得不俗的成绩。本文以南昌市作为个案研究,在对会展业发展的历史与现状进行细致分析的基础上,利用SWOT模型阐述了会展业发展的优劣势以及面临的机遇与挑战,旨在提升我国城市会展产业竞争力、影响力及生命力提供路径思考。同时指出,我国城市要实现会展业的可持续发展,应建构专业化的会展组织系统,实施会展品牌管理,不断创新会展运作模式。

MICE economy, as a new economic form, has become the important symbol of urban internationalization and modernization. In recent years, thanks to the rapid development of economy and the push of government, China＇ s MICE economy has achieved good results in quantity and quality. Based on detailed analysis of the history and the current situation of the MICE industry in Nanehang city, this dissertation uses the SWOT model to expound the advantages and disadvantages of exhibition industry, explore the approaches which can enhance urban MICE industry competitiveness, influence and vitality. To realize the sustainable development of MICE industry in our country, we should establish the professional organization system, im- plement exhibition brand management, and innovate MICE operation modes.