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近年来,会展行业在我国发展迅速,展会作为市场推广的重要手段越来越受到企业的重视。参展商为了实现企业目的,需要选择符合企业条件的展会,而日渐增多的展会和参差不齐的展会质量为参展商展会选择带来了困难。因此,从顾客让渡价值理论出发,研究参展商展会选择的影响因素,以期通过本研究为参展商提供参考。
In recent years, the exhibition industry has developed rapidly in our country. As an important means of market promotion, exhibitions are getting more and more attention by enterprises. Exhibitors need to choose the exhibition that meets the conditions of the enterprise in order to achieve their business goals. However, the increasing number of exhibitions and the uneven quality of exhibitions make it difficult for exhibitors to choose their exhibitions. Therefore, starting from the theory of Customer Delivered Value, this paper studies the influential factors of exhibitors’ choice of exhibitions, in order to provide reference for exhibitors through this study.