价值共创视角下展览双线融合模式创新研究

On Model Innovation of Online-offline Integration of Exhibitions from the Perspective of Value Co-creation

基于展览的平台特性,从价值共创的角度,通过文献研究及实践分析,提出"价值需求、价值连接、价值创造、价值获取"的双线展览价值共创路径。同时,从时空、服务、数据、价值四方面阐述了展览双线融合模式现状,指出以数据为驱动的价值融合是展览创新发展的关键。并在此基础上构建了双线展览价值共创模型,提出了社群交易、产品开发、跨界合作展览服务创新方式,旨在充分挖掘展会"双线叠加"价值,为展会双线融合提供思路。

Based on literature review and analysis of the current situation,a value co-creation path of online-offline integration is put forth in view of the exhibition as a platform,i. e. value demand,value connection,value creation and value capturing.And the present situation of two lines integration model of the exhibition is expounded from four aspects-temporal and spatical integration,service,data and value,and a view is put forth-the data-driven value integration is the key to the innovative development of the exhibition. On this basis,the value co-creation model of double-lined exhibition is constructed,and the innovative ways of exhibition service are put forward:community transaction,product development and cross-border cooperation.The study aims to discover the full value of " online-off-line superposition " of the exhibition and provide thoughts for the dual-lined integration of the exhibition.