营销方法在南宁会展中德运用研究

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1、广西高等教育自学考试毕业论文题目名称：营销方法在南宁会展中的运用研究主考学校：广西财经学院高职院校：南宁学院专业：市场营销姓名：陆忠聪指导老师：张倩莎论文完成时间年月日目录一、绪言·························································（一）会展业的概念···············································（二）南宁会展营销的概况·········································1、南宁会

2、展营销的现状·········································2、南宁会展在广西经济中地位···································二、国内文献分析回顾·············································（一）研究会展营销的主体及内容···································（二）研究会展营销开展的具体策略·································三、我国会展业发展理论

3、分析·······································（一）会展的特点·················································1、效益性·····················································2、产业相关性·················································3、互动性············································

4、·········（二）南宁会展SWOT分析··········································四、南宁会展营销中存在的问题·····································（一）缺乏整体的营销协调·········································（二）会展营销理念落后···········································（三）城市会展定位混乱····························

5、···············（四）客户关系管理不到位，服务营销做得差·························五、关于南宁会展营销的建议·······································（一）加速会展业的市场化·········································（二）着力打造自身会展品牌·······································（三）注重服务营销···································

6、············（四）努力拓展营销渠道···········································六、总结·························································参考文献·························································营销方法在南宁会展中的运用研究中文摘要随着经济的快速发展，会展已成为发展经济的一种手段和潮流，在全球各国都在发展着这个新兴行业。本文主要是以南宁会

7、展营销中的运用作为研究内容，主要是论述南宁会展在广西经济中的地位，通过理论和SWOT来分析南宁的会展营销，研究南宁会展中存在的问题以及解决的办法，总结研究分析南宁会展的情况，创建南宁会展营销发展模式，促进南宁会展业营销的发展。【关键词】会展营销；SWOT分析；服务营销一、绪言（一）会展业的概念会展业是会议业和展览业的总称,是一个新兴的服务行业，影响面广，关联度高。会展业为参展商和观众提供了一个理想的沟通和交流的一个平台。通过这个平台，观众能在短时间接触到大量的提供统一产品的参展商，接触到不同的展品，比较充分的了解到同

8、类产品的最新信息；而参展商也能在较短的时间内接触到大量的观众。通过参展，参展商将企业形象、产品等信息传达给观众；观众也可以找到合适的产品、合适的参展商，从而更好的合作和交流，或从中找寻新的商机。所以说，会展的本质是信息传播的一个平台，可以说展会是一个浓缩无限商机得打舞台。作为联系参展商和观众的桥梁和纽带，参展是一个重要的营销方式之一，也是观众获