后疫情时代下会展营销高质量发展探析

Analysis of High-quality Development of Exhibition Marketing in the Post Epidemic Era

在后疫情时代及数字化时代的双重冲击下,会展营销模式发生了巨大变化。新媒体因具备信息传播及时、交互性强的特点在会展营销中被广泛应用。在明确基本O2O2O营销模式概念的基础上,分析会展营销的现状及发展思路,通过对数字化媒体的研究,总结会展营销传播的新方向,在一定程度上结合当下国情分析了O2O2O营销模式,并从多个方面提出会展营销高质量发展的优化策略。

Under the double impact of post-epidemic era and digital era,exhibition marketing model has undergone great changes.New media is widely used in exhibition marketing due to its characteristics of timely information transmission and strong interaction.Based on the clear concept of O2 O2 O marketing model,this paper analyzes the current situation and development ideas of exhibition marketing,summarizes the new direction of exhibition marketing communication through the study of digital media,analyzes the O2 O2 O marketing model innovated and combined with the current national conditions to some extent,and puts forward the optimal strategy of the high quality development of exhibition marketing from many aspects.