展会品牌利益相关者的构成及其网络结构研究

Research on the Composition and Network Structure of Exhibition Brand Stakeholders

利益相关者研究一直是会展业界的关注点，但是该研究尚未涉及展会品牌的研究。现有的会展利益相关者研究主要研讨会展利益相关者的分类构成，未能对利益相关者之间的关系做出详细描述。因此，在梳理以往研究成果的基础上，本研究运用统计分析法对展会品牌利益相关者的构成进行研究，结合社会网络分析法对利益相关者的网络结构进行分析，结果发现，展会品牌的利益相关者网络结构密度较大，且平均距离较短、凝聚力指数很大，从而说明利益相关者网络内部联系紧密。通过核心——边缘矩阵对网络结构进行进一步分析发现，在网络结构中，展览公司、参展商、展会相关服务企业、展会延伸企业、普通观众和协会六类利益相关者处于网络结构的核心。

The concept of stakeholder originates form management literature. Comprehensiveness determines an exhibition will involve many stakeholders. So scholars bring the theory into the exhibition activities＇ study. It has long been the focus of exhibition research, but has not been involved in the research of exhibition brand. In the past, many scholars mainly focused on the classification of stakeholders, paying no attention to make a description of the exact relationship among the stakeholders. Based on combing previous academic achievements, statistical analysis method was used to understand the composition of exhibition brand stakeholders. Social network analysis was also used to analyze the accurate network structure of stakeholders, in the form of graphs and tables. The results show that the exhibition brand stakeholders＇ network structure density scores relatively well, and the average distance is very short, the cohesion index scores very high, which demonstrates stakeholder groups constitute an internal closely contact system. The network structure is further analyzed by the core-edge matrix. It turns out that Exhibition Company, exhibitors, exhibition-related service business, the exhibition extended enterprise, the general audience groups and associations are located in the center of the network structure.