会展教育是改革开放的产物,成长于社会主义市场经济的生态环境之中。其学科定位是一个在现行学科体系中如何确定其归属的问题。本文立足于对会展活动的本体概括,提出会展是一种以现场聚集为形式的营销沟通服务,其外延包括会议、展览、节庆、赛事以及其他相关活动。营销沟通服务包括公关、会展、广告、传媒等服务,属于新兴交叉学科,呼唤现代服务学作为学科门类的诞生。 Exhibition education is the product of reform and opening up, growing up in the ecological environment of the socialist market economy. Its subject orientation is a question of how to determine its ownership in the current disciplinary system. Based on the ontological summary of exhibition activities, this paper proposes that exhibition is a kind of marketing communication service in the form of gathering on site. Its extension includes meetings, exhibitions, festivals, events and other related activities. Marketing communication services, including public relations, exhibitions, advertising, media and other services, belong to the emerging interdisciplinary, calling for modern service science as the birth of the subject categories.