参展者在展会中的学习与创新——以中国国际工业博览会为例

Learning and Innovation Process of Attenders in International Trade Fairs: A Case Study of China International Industry Fair

以往研究大多仅将展会视为市场营销的平台。近期研究发现,展会已成为知识循环和知识创造的重要场所,对于产业创新升级具有重要作用。在系统梳理国外文献的基础上,根据"对象—行动—效果"三层路径模型,对参展者在展会中的学习与创新过程进行分析,并以中国国际工业博览会为案例,检验了该路径在我国的有效性。结果表明,展会可以从了解客户需求变化、发现新兴技术发展、把握行业总体趋势3个方面促进参展者的创新活动。具体来看,直接交谈与间接观察等交流方式,在面对客户、合作伙伴和竞争者等不同对象时的效果各异。

International trade fairs have been regarded just as a platform of marketing in most researches. Recently,scholars found that it can be regarded as an important place for knowledge circulation and creation,and it plays an important role in industrial innovation. Based on a review of foreign researches,this paper analyzed the learning and innovation process of attenders in international trade fairs with an ‘Object-Action-Effect＇conceptual model by using China International Industry Fair as a case in point,and tested the validity of the model. The result shows that attenders of trade fairs can promote their innovation from three aspects： understanding the changes in customer demand,finding new technology development,and grasping the trend of the industry as a whole. Specifically speaking,face-to-face talks and indirect observations have different effects with different communication objects like clients,competitors and partners.