微营销在未来会展营销中的前景研究
关键字：会展营销、网络营销、微营销
Micro marketing in the prospect of the future convention in marketing
Abstract: In recent years, the rapid development of China exhibition industry, exhibition economy has great potential in the market, the exhibition industry as the emerging service industry, has become the new economic concept and the point of growth of economic development. With China's exhibition economy, exhibition plays a more and more important in theenterprise market marketing. As the exhibition enterprise, also need an effective way of marketing their products will be sold, organizers, exhibition hall, exhibition service providers and other companies need marketing. With the continuous development of the network, the network marketing has become an indispensable way of marketing and marketing. Network marketing based on the huge network users, through the spread of information, advertising, network in the different methods to carry out marketing way. Based on the China huge network users, network marketing has no words are necessary. As an important branch of micro marketing network marketing also plays a very important role.
Key words: Exhibition marketing 、Network marketing、Micro marketing
目录
摘要 i
Abstract i
1 绪论 1
1.1研究意义 1
1.2研究背景 1
1.3研究综述 3
2 会展微营销的理论研究 4
2.1 微营销的定义 4
2.2 会展微营销的现状以及发展趋势 4
2.2.1 国内会展微营销的现状及发展趋势 4
2.2.2 国外会展微营销的现状及发展趋势 5
3 会展微营销的成功案例分析 7
3.1 义博会官方微博的微营销资料分析 7
3.2 针对义博会成功案例引出的建议 8
4 会展微营销发展的思考 8
4.1 营销更加网络化 8
4.2 微营销必须去广告化 9
4.3 微服务要做到三“动”：主动、互动、联动 9
5 总结： 10
5.1 社会化媒体的微营销与传统的营销手段相比具有哪些优势 11
5.2 结论： 12
6 结束语 13
致谢 14
参考文献 15
1 绪论
1.1研究意义
近年来，中国会展业发展速度十分迅猛，会展行业经济市场发展的潜力巨大，会展业作为新兴发展起来的服务业，已经成为新的经济发展的增长点。伴随着我国会展经济时代的到来，会展活动在企业市场营销中的地位显得越来越重要。作为会展企业，也需要一个有效的营销方式将自己的产品销售出去，会展主办方、会展展馆、会展服务商等企业都需要营销。
随着网络的不断发展，网络营销已经成了会展营销的一种不可或缺的营销方式。网络营销基于庞大的网络用户群，通过信息的扩散，广告，网文等不同的方法来进行营销的方式。基于中国庞大的网络用户群，网络营销的影响已无需多言。作为网络营销中重要组成部分的微营销也扮演着非常重要的角色。
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