国外品牌展览会的移植策略分析——以慕尼黑EXPO REAL CHINA2004为例  

An Analysis of Transferring Tactics of Overseas Brand Exhibitions ——Taking EXPO REAL CHINA 2004 as An Example

作　　者：王春雷[1] 冯琦 

机构地区：[1]上海师范大学旅游学院,上海200234 [2]慕尼黑展览咨询(上海)有限公司,上海200122

出　　处：《旅游学刊》2005年第2期61-65,共5页Tourism Tribune

基　　金：上海师范大学文科青年预研项目资助项目编号为DQW420。

摘　　要：本文研究了如何使品牌展在移植过程中最大限度地发挥优势,避免成本耗损和品牌效用降低,并主要以德国慕尼黑博览集团首次移植上海的品牌展会 EXPO REALCHINA(中国国际房地产商务论坛及博览会)为例,从分析国外品牌展移植的优劣势为切入点,提出了国外品牌展移植的可行性对策。This article studies how to fully take advantage of the brand image effects and avoid the cost rise while transferring brand exhibitions.Taking Expo Real China 2004, which was the first time to be transferred from Munich to Shanghai by Munich International Trade Fairs Group, as an example, and through analyzing the strength and weakness during the transferring of the overseas trade fairs, this paper puts forward some feasible countermeasures to solve the problems.

关 键 词：品牌展览会 移植 对策 EXPO REAL CHINA 2004 

分 类 号：F713.83[经济管理—广告]