面向参展商的会展品牌化个性化营销策略研究——基于认同理论的视角  

Research on Branding and Individualized Marketing Strategies for Exhibitors--Based on the Perspective of Identity Theory

作　　者：刘玉巧 Liu Yuqiao(School of Business Culture and Tourism,Chongqing College of Finance and Economics,Chongqing 402160)

机构地区：[1]重庆财经职业学院商务文旅学院,重庆402160

出　　处：《中国商论》2024年第13期85-88,共4页China Journal of Commerce

摘　　要：参展商作为展览会的主体,不仅是展会的推动力量,还是展览会重要的收入来源和生命线。本文以认同理论为基础,通过探讨会展品牌个性化营销的定义、特点及影响因素,提出了针对参展商的展前、展中、展后阶段的营销策略框架,即展前阶段,通过提高品牌知名度、深化品牌理解和塑造积极品牌形象进行认知构建;展中阶段,则致力于提供愉悦的情感体验、满足参展商差异化情感需求并培育深层次情感依赖;展后阶段则采取关系维护与口碑扩散策略,巩固品牌记忆,保持情感关怀,并促进参展商的长期合作意愿,旨在为会展组织者制定差异化的品牌化营销策略提供借鉴。Exhibitors,as the cornerstone of exhibitions,serve not only as the driving force behind these events but also as essential sources of income and vitality.Based on identity theory,this paper explores the definition,characteristics,and influencing factors of individualized marketing for brands at exhibitions.It introduces a marketing strategy framework tailored for exhibitors at the pre-event,during-event,and post-event stages.In the pre-event stage,cognitive construction is achieved by enhancing brand awareness,deepening brand understanding,and shaping a positive brand image.During the event,efforts center on offering enjoyable emotional experiences,meeting the diverse emotional needs of exhibitors,and fostering deep emotional connections.The post-event stage focuses on relationship maintenance and word-of-mouth promotion strategies to reinforce brand memory,sustain emotional engagement,and promote long-term collaborative willingness among exhibitors.This framework aims to provide insights for organizers to develop differentiated brand marketing strategies for exhibitions.

关 键 词：会展营销 品牌化个性化营销 参展商认同 认同理论 营销策略 

分 类 号：F713.83[经济管理—广告]