臧成齐：基于地域文化特色的会展品牌塑造研究.docx

本科论文本科论文摘要在世界经济一体化的进程下作为一种新型第三产业的会展业其不仅可以加快经济的进步而且还可以为企业提供一个平台、提升并宣传当地区域的整体形象。但是当前我国会展业的发展还有许多的不足与发达国家的会展品牌相比竞争力和影响力还有着一定的差异成功的会展品牌也是寥寥无几。在当前状况下我国会展企业必须对会展品牌的塑造引起重视对会展品牌的正确定位、合理管理是我国会展业发展的当务之急。因此本文从地域文化特色的角度对会展品牌塑造进行了研究提出了基于地域文化特色的会展品牌塑造发展战略。通过对上海世博会的实证分析验证地域文化会对会展品牌塑造带来哪些有利影响。希望在塑造会展品牌的过程中能促进地域经济发展促进地域文化发展为会展品牌带来更强的竞争力。关键词：会展地域文化会展品牌品牌塑造AbstractIntheprocessofworldeconomicintegrationexhibitionindustryasanewtertiaryindustrycannotonlyaccelerateeconomicprogressbutalsoprovideaplatformforenterprisestopromoteandpublicizetheoverallimageofthelocalarea.HowevertherearestillmanydeficienciesinthedevelopmentofChina'sexhibitionindustry.Comparedwiththeexhibitionbrandsindevelopedcountriestherearecertaindifferencesincompetitivenessandinfluenceandfewsuccessfulexhibitionbrands.UnderthecurrentsituationChina'sexhibitionenterprisesmustpayattentiontothebuildingofexhibitionbrand.ThecorrectpositioningandreasonablemanagementofexhibitionbrandistheurgenttaskforthedevelopmentofChina'sexhibitionindustry.Thereforefromtheperspectiveofregionalculturalcharacteristicsthispaperstudiesthebuildingofexhibitionbrandandputsforwardthedevelopmentstrategyofexhibitionbrandbuildingbasedonregionalculturalcharacteristics.ThroughtheempiricalanalysisofShanghaiWorldExpowecanverifythefavorableinfluenceofregionalcultureonthebrandbuildingofexhibition.Ihopethatintheprocessofbuildingexhibitionbranditcanpromoteregionaleconomicdevelopmentpromoteregionalculturaldevelopmentandbringstrongercompetitivenessforexhibitionbrand.Keywords:exhibition;regionalculture;exhibitionbrand;brandbuilding目录摘要IAbstractII前言11绪论21.1研究背景21.2研究意义21.2.1增强会展品牌的竞争力21.2.2带动地域的经济发展31.2.3带动地域的文化发展31.3文献综述31.3.1国内研究综述31.3.2国外研究综述32研究相关理论依据概述52.1品牌塑造52.1.1品牌52.1.2品牌定位52.1.3品牌价值52.2会展相关概述52.2.1会展52.2.2会展品牌62.2.3会展品牌塑造的意义62.3地域文化72.3.1地域文化概念72.3.2地域文