交易型展览创新功能的理论研究动向

Research on the innovation function of transactional exhibition

传统观点认为交易型展览只有商品销售、国际贸易和市场营销功能。在互联网时代,这些功能在一定程度上受到电子商务的挑战。事实上,现代展览还可能具有政治、外交、教育、娱乐和创新等功能。对国内外相关文献进行分析,发现:有关交易型展览创新功能的研究文献主要涉及营销学和经济地理学,而不是旅游学。其中,营销学学者和经济地理学学者分别将展览视为临时市场和临时集群,并从多角度进行了研究。虽然营销学学者和经济地理学学者各自特别重视展览现场的信息沟通和知识转移对企业创新的影响,但都认为国际展览比国家和区域型展览具有更高的创新价值,并且参展者之间的关系建设是信息沟通和知识转移的重要前提。20世纪以来,两大学科学者(特别是国外学者)对交易型展览创新功能的研究日益增加。这些研究集中于解释展览的创新功能和探索展览创新功能发挥的机制。对主要研究成果从营销学和经济地理学两个角度按出版时间顺序进行了回顾,根据研究者的研究对象和建议提出了未来研究的四个主要方向(:1)重视展览类型对创新类型或阶段的影响(;2)展览溢出效应对企业创新的负面效应;(3)展览与其他会展活动的协同创新机制(;4)展览对城市产业和社会创新的贡献。

The exhibitions were considered to have only commodity sell,international trade and marketing functions.In the Internet era,these functions have been challenged by e-commerce.In fact,modern exhibitions may also have other functions such as politics,education and innovation.Based on the analysis of relevant research literatures at home and abroad,it is found that the research literatures on the innovative function of transactional exhibitions mainly involve the disciplines of marketing and economic geography.Among them,marketing scholars and economic geography scholars regarded the exhibition as a temporary market and a temporary cluster respectively,and conducted research from various perspectives.Although marketing scholars and economic geographers pay attention to the impacts of information communication and knowledge transfer on corporate innovation at the exhibition site,they believe that international exhibitions have higher innovation value than national and regional exhibitions,and the relationships between exhibitors and(or)visitors is an important prerequisite for knowledge transfer and information communication.Since the beginning of this century,scholars of the two disciplines(especially foreign scholars)have increasingly studied the innovative function of transactional exhibitions.These studies focus on explaining the innovative function of the exhibitions and exploring the mechanisms by which the innovative function of the exhibition work.The main research results are reviewed from the perspectives of marketing and economic geography in terms of publication time.According to the research objects and suggestions of those authors,four main directions for future research are proposed:(1)Pay more attention to the impacts of the types of exhibitions on the categories or the stages of innovations.(2)the negative effects of knowledge spillover at exhibition on corporate innovations.(3)the collaborative innovation mechanism of exhibition and other events.(4)the contribution of exhibitions to urban industrial and social innovations.