品牌会展对城市形象影响及提升策略研究——以第22届津洽会为例

The Influence of Brand Exhibition on the City Image and the Promotion Strategy:Taking the 22nd Tianjin Investment & Trade Fair for Example

会展传播与城市形象传播都是复杂的传播活动,品牌会展活动可视为城市形象传播的特殊媒介,其传播过程可对城市形象的传播产生影响。通过文献梳理和理论整合,提出品牌会展与城市形象影响的理论模型以及相应的理论假设,并以第22届津洽会为例,以实证研究和定量分析方法就品牌会展对城市形象传播的影响进行研究,分析品牌会展传播的特征,并验证品牌会展传播活动的传播主体、信息内容、媒介渠道、受众及传播效果等要素均对城市形象传播的某些方面产生显著影响。最终,以实证研究结果为依据,提出改进品牌会展传播过程以提升城市形象传播效果的策略建议。

Both exhibition communication and city image communication are complex communication activities,and as a special medium for city image communication,the communication process of brand exhibition can exert influence on the communication of city image.First,in this paper,a theoretical model and hypothesis of the influence of brand exhibition and city image is put forward.And then,the 22nd Tianjin Investment&Trade Fair is taken as an example to study the characteristics as well as the influence of brand exhibition on city image communication by empirical research and quantitative analysis,so as to verify the significant impact of communicator,message,media,audiences and communication effects of brand exhibition communication activities on city image communication.Finally,based on the results of empirical research,some strategies and suggestions are proposed to improve the process of brand exhibition communication in order to enhance the communication effect of city image.