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中国会展经济需要开拓新的发展模式,展会品牌的塑造和传播是未来会展经济发展的新动力之一。基于品牌资产理论的会展经济研究有助于提升国内会展品牌的竞争力和影响力。本文梳理了国内外会展品牌资产研究成果,提出国内会展品牌资产研究应更多地运用案例研究和实证检验,建立适合中国本土会展经济特征的品牌资产研究测量模型,以评价国内展会品牌资产并建立相应的排名体系。
China’s convention and exhibition economy needs to develop a new mode of development. The shaping and dissemination of the exhibition brand is one of the new impetuses for the development of convention and exhibition economy in the future. Exhibition economy based on the theory of brand equity helps to enhance the competitiveness and influence of domestic exhibition brands. This paper combs the research results of MICE brand assets at home and abroad, and puts forward that the research on domestic MICE brand assets should make more use of case studies and empirical tests to establish a brand equity research measurement model that is suitable for the characteristics of MICE economy in China to evaluate and establish brand equity in domestic exhibitions The corresponding ranking system.