从理论上说,贸易展览应该是一种理想的市场营销手段,它为销售者提供了同现有顾客和潜在顾客面对面接触的机会。然而,贸易展览的成果并不象广告和直接销售等主要的一些市场营销手段那样能容易地体现出来。概括地说,贸易展览的收益可以分为两种:销售收益和非销售收益。销售机会包括接近主要的决策者、接触潜在的顾客以及提供为顾客服务的机 In theory, a trade show should be an ideal marketing tool. It provides sellers with the opportunity to meet face-to-face with existing customers and potential customers. However, the results of trade shows are not as easily reflected as the main marketing tools such as advertising and direct sales. In a nutshell, the revenue from trade shows can be divided into two types: sales revenue and non-sales revenue. Sales opportunities include access to key decision makers, access to potential customers, and provision of services for customers