生态位视域下会展品牌定位研究——以中国西部国际博览会白酒专业博览会为例

准确进行品牌定位,是塑造会展品牌、形成核心竞争力的关键所在。本文运用SWOT分析方法对酒博会优势、劣势、机会和挑战进行了全面系统的分析,找出了中国西部国际博览会白酒专业博览会会展品牌定位存在的定位模糊、缺乏特色等突出问题,运用生态位理论提出了酒博会会展品牌科学定位的对策,主要包括理清目标市场,寻求最适生态位;优化资源配置,拓展最宽生态位;提升产品竞争力,消解生态位重叠。这为酒博会的可持续发展提供了科学决策和现实参考。

Accurate brand positioning is the key to create the MICE brand and form the core competitiveness. This article used the SWOT method to analyze the strengths and weaknesses, opportunities and challenges of liquor expositions and found out the out- standing brand positioning problems of international liquor expositions in Western China, such as inaccurate positioning and lacking characteristics. Besides, from the perspective of the niche theory, this article put forward the countermeasures of liquor exposition brand positioning, including clarifying the target market to seek the optimal niche, optimizing the allocation of resources to expand the widest niche, promoting the competitiveness of the products and eliminating the niche overlap. This may provides scientific decision - making and practical references for sustainable development of liquor expositions.