商品交易型展览研究的历史与未来——基于营销学视角的国外文献综述

The History and Future of Transactional Exhibition Researches——A Foreign Literature Review Based on Marketing Perspective

目前会展业在国内仍然属于新兴产业,其中,交易型展览尚未得到国内营销学学者的足够重视,相关研究集中于旅游学领域。借助Citespace软件分析和对国外重点英文文献内容研究后发现,展览是一种综合性的营销传播方式,营销学是展览研究的主要学科视角,研究内容包括展商的动机、目标、计划和绩效评估,不同时期的研究内容侧重点不同。未来研究应重视展览观众的全面分析、展商参展的动态变化、活动组合的营销效果和展览类型的差异。

At present,the convention and exhibition industry is still a new industry in China.And the transactional exhibitions have not yet received sufficient attention from domestic marketing scholars,and most papers are in the field of tourism.Based on a comprehensive study of foreign literatures with Citespace software,it is found that exhibition is an integrated marketing communication method,and marketing is the main subject perspective of research whose contents include exhibitors'motivation,goals,plans and performance evaluation.It is suggested that the researchers in the future should pay attention to the detailed analysis of the exhibition visitors,the dynamic changes of the exhibitors'participation,the marketing effects of the event portfolio and the differences among the exhibition types.