社交媒体对会展消费者消费方式的影响的研究
毕业论文关键词：社交媒体；会展消费者；购买方式
The study on how social media affect exhibition consumers’ buying patterns
Abstract: In the era of globalization，effective communication between the enterprises and the target audience is a crucial issue in achieving strategic targets in business．However，with the advancement in the technology，especially the introduction of Internet in the 20th century，marketing communication channels are subjected to a quiet transition incorporating the facilities of the social media networking．This article discusses the transition of consumers affected by social media consumption patterns conducted from the perspective of the exhibition industry. It is an undeniable fact that the traditional channels like newspaper，billboards，radio，etc．are still in vogue．However，the presences of the social media networking started influencing the way enterprises communicate with their target audience．It has become quite evident now that more inpiduals and enterprises are engaged in communication using the social media networking sites for business transactions． This paper also highlights the unique nature of social media, through statistical analysis of the influence of social media has been studied and described its impact on consumer buying patterns of the exhibition and how affected. It can be concluded that the presence of social media only enhances social interaction, but also to the way consumer exhibition by the simple lines combined buying into online and offline mode. It also offers the enterprises an opportunity to interact with their target audiences resulting in the transfer of marketing messages．
Keywords: social media; exhibition consumer; buying pattern
目录
引言 1
一、 研究综述 3
(一) 研究背景 3
(二) 研究目的与意义 6
(三) 研究内容 7
(四) 研究方法和手段 7
二、 会展消费者的构成及其购买方式 8
(一) 会展消费者的构成 8
1. 参展商 8
2. 赞助商 8
3. 广告客户 9
4. 专业观众 9
5. 普通观众 9
(二) 会展消费者的购买方式 9
1. 线下购买 9
2. 线上购买 10
3. 线下体验，线上购买 10
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