大型会展场馆建设的市场影响与管理对策研究——以上海两大会展中心为例  

A Study on the Effects of Large Convention and Exhibition Venues on City Market and the Management Strategies: A Case Study of Two Major Convention and Exhibition Centers in Shanghai

作　　者：贾岷江[1] 万春林[2,3] 岳培宇[3] 

机构地区：[1]成都大学旅游与经济管理学院,成都会展经济发展研究院 [2]泰国国家发展管理研究院 [3]成都大学旅游与经济管理学院

出　　处：《城市观察》2017年第4期60-70,共11页Urban Insight

基　　金：四川省教育厅"旅游经济管理与会展创新团队建设"项目(16TD0037);成都大学"会展业的诸化问题研究"项目(2081915007)

摘　　要：目前,我国许多城市正在或准备兴建大型(超大型)会展场馆。这是否会导致场馆闲置、影响各场馆的目标市场,以及现有场馆将如何应对都是值得研究的问题。上海会展业在国内居于领先地位,并且经历了多次大型场馆的建设。以上海新国际博览中心和国家会展中心(上海)两大场馆为典型,对其出现后的本地主要会展场馆举办的展览会进行对比分析,发现:(1)新建大型会展场馆的展览会主要来自本地,小部分来自其他城市;(2)较大规模的展览会将向更大规模的场馆转移;(3)各类场馆举办的展览会类型发生了变化;(4)场馆利用率高低取决于市场供给、需求情况和自身管理水平,中外合作的大型场馆利用率较高。由此,从供给侧提出了不同规模会展场馆的管理策略。In recent years, large convention and exhibition venues are being built or ready to be built in many cities of China. Would it put these venues in idle or affect their target markets？ Shanghai has been in the van of convention and exhibition industry in China and witnessed numerous constructions of large venues. The study focuses on the Shanghai New International Expo Centre（SNIEC） and the National Exhibition and Convention Center（Shanghai）, makes a comparative analysis of market changes after their establishment, and concludes as follows：（1） most of the exhibitions in those new-built large venues come from local market, while a few come from other cities;（2） bigger exhibitions would move to larger venues;（3） the types of exhibitions held by various venues have changed;（4） the occupancy rate of venues depends on market supply, demand and its management, and those venues with Sino-foreign cooperation have always kept a high occupancy rate. Based on the above conclusions, the authors propose management strategies for different kinds of venues.

关 键 词：会展场馆 展览会 场馆利用率 市场管理 

分 类 号：F207[经济管理—国民经济] G245[文化科学]