一谈到中国展览业的发展现状和问题,许多专家学者及展览金业经营管理人员就免不了要指出或抱怨国内展览业的营销水平低下,然而却很少分析其背后的原因。造成这种现象的深层次的原因在哪里?难道仅仅是由于中国的现代展览业发展历史较短,或者国内展览企业的规模普遍偏小、营销能力有限?作者认为,除这些客观因素外,更多的是体制和观念上的问题。作者撰写本文,主要目的是为了就展览会营销的若干基本概念与业内人士进行一次探讨,以 When it comes to the status quo and problems of the development of China’s exhibition industry, many experts, scholars and exhibition industry managers inevitably point out or complain about the low level of marketing in the domestic exhibition industry, but seldom analyze the reasons behind it. Where are the deep-seated causes of this phenomenon? Is it because of the short history of China’s modern exhibition industry, or the generally small size of domestic exhibition companies and limited marketing capabilities? In addition to these objective factors, Most are institutional and conceptual issues. The author of this article, the main purpose is to show some of the basic concepts of marketing with the industry to conduct a discussion to