大型展会终端客户住宿产品购买模式研究——以广交会为例

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1、2011年第5期总第121期文章编号：1003-2398(2011)05—0105—06大型展会终端客户住宿产品购买模式研究——以广交会为例罗秋菊，杨娟(1．中山大学旅游学院，广州510275；2．广州城市职业学院，广州510405)ASI刀DYoNPURClIASESILEoFTERMINALCLIENTSINMEGAEXHIBITIoNB唧NGACCoMMoDATIoNPRoI>lCTS——ACasestuayofCantonFairLUOQiu-ju，YANGJuan。{1SchoololTourismManagement,SunYat-se

2、nUniversitv,Guangzhou51o275，China,"2．SchoolofTourismManagement,GuangzhouCityPolytechnic,Guangzhou510405,China)Abstract：Guangzhou，thecapitalofGuangdongprovinceinChina，ishosttothebiannualCantonFair，whichhasbeenacomprehensivetradefairforimportersandexporterssince1957．Asalarge—sca

3、lebusinessactivity，CantonFairisheldregularlyinGuangzhou．Ithasaprofoundandlastingimpactonthehostcityinthehotelindustry．Thepurchasestyleoftheterminalclients(exhibitorsandbuyers)buyingaccommodationproductsisdiferentfromthegeneralbusinesstravelersandtourists．buttherelativeresearch

4、isstillrare．Thisstudyshowsthat：1)therearethreepurchasestylesincludingself-purchase，bulkpurchaseleadingbyagencyandpaidbyexhibitors．Amongthem，theexhibitors’purchasestyleismainlybulkpurchaseleadingbytradegroups．Thebuyers’purchasestyleismainlyself-purchase．Paidbyexhibitorsisthespe

5、cialstylethatthebuy-erspurchaseaccommodationproductsthemselves．2、agenciesactasanotablefeatureinthebulkpurchase．Inthisstyle，agenciesandterminalclientsformabuyingcenter．Terminalclientsplaytheroleasusers，influ—encersanddecisionmakers，whileagenciesactastheimplementationofbulkprocu

6、rementonbehalfofbuy—ingcenter．Thebulkpurchasestylebetweenexhibitorsandbuyersalsohassignificantdiferences．Therearesignificantdiferencesofexhibitorsandbuyerslyingintwoaspectsofthebulkpurchasestyle．Firstly，thebulkpurchaseoftheexhibitorsiseithercompellentorhalf-compellent，whiletha

7、tofthebuyersisabsolutelyvoluntary．Secondly，therearecircumstanceswhenmulti—agentsexistduringthebulkpurchaseoftheex—hibitors，whichmeansthattheoverseasagencyentruststherelevantmatterstoanotheragency．Keywords：CantonFair；exhibitor；buyer；tradegroup；accommodationproducts；purchasingst

8、yle提要：广交会是定期举办的大型商务活动，对举(2)中介机构参与是终端客户集体购买模式的显著特办城市住宿业具有深远的且持