湖南会展营销的现状分析与对策  

Analysis on Present Situation of Hunan MICE Marketing and Countermeasures

作　　者：徐勋美[1] 

机构地区：[1]湖南商学院工商管理学院,长沙410205

出　　处：《湖南商学院学报》2008年第4期100-102,共3页Journal of Hunan Business College

基　　金：湖南省教育厅科学研究项目(项目编号:07C417)

摘　　要：湖南已基本具备举办大型国内、地区性会议展览的能力,但也存在会展营销理念落后,城市会展定位不清晰;政府、协会、企业合作以及与国际组织的合作不够;营销渠道不畅,网络不完善,资源利用不充分等问题。湖南会展营销一方面应从政府、协会等宏观层面理顺行业管理机制,同时作为微观层面的会展公司,应强化市场定位、凸显会展主题、着力打造会展品牌,并以整合营销传播为手段,加强展前、展中、展后沟通,以此提升湖南会展营销的整体水平。Hunan province is provided with the capacity to hold large - sized national and regional exhibitions while some problems still exist in MICE marketing such as backward marketing concept, unclear positioning, inadequate cooperation between governments, associations, enterprises and international organization, unsmooth marketing channel, imperfect network system and insufficient resource utilization. This paper put forwards some suggestions： on one hand, governments should maintain managerial system well; on the other hand, MICE companies should strengthen positioning and communicating so as to improve the overall level of Hunan MICE Marketing.

关 键 词：会展营销 会展公司 会展品牌 整合营销传播 湖南 

分 类 号：G245[文化科学] F063.1[经济管理—政治经济学]