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本文首先对展览会效果二维模型和三阶段模型的产生和发展进行了系统的分析。二维模型改变了传统上将展览会视为人员销售和销售促进附属物的观念,拓展了展览会效果的非销售维度,奠定了展览会作为营销沟通组合独立组成部分的地位。三阶段模型把关注点转向展览会效果的形成机制,探讨了展览会效果的影响因素。最后,本文结合我国的市场环境,指出本土化研究应该更加关注展览会的非销售效果、展览会效果的外部影响因素和参观者感知。
This paper first systematically analyzes the production and development of two-dimensional model and three-phase model of exhibition effect. The two-dimensional model has changed the notion that conventions have traditionally viewed exhibitions as selling and marketing appendages, expanding the non-sales dimension of exhibition effectiveness, and setting the show as an independent part of the marketing communications portfolio. The three-stage model turned the focus to the formation mechanism of the exhibition’s effect and discussed the influencing factors of the exhibition’s effect. Finally, this article, combined with the market environment in China, points out that localization research should pay more attention to the non-sale effect of exhibitions, the external influence factors of exhibitions and visitor perceptions.