摘要：随着中国经济的腾飞，会展业已经成为中国第三产业中一个举重若轻的行业，好的会展能够对相关行业产生1:9甚至1:10的经济拉动系数。自2010年世博会成功以来，中国的会展业发展飞速，不仅引发了会展活动的举办热潮，更是掀起了建馆热潮。全国各地展会活动此起彼伏，会展业更是忽如一夜春风来，在2010年取得了突破性发展。众所周知，再好的展会也离不开硬件设施即会展场馆的支持，会展场馆为会展活动的成功举办奠定了物质基础。

会展场馆的经营模式对经济效益的好坏有很大影响，但影响其经营模式的因素更能反映出场馆经营得好与不好。本课题希望通过对中外品牌会展场馆的对比研究从而发现国内会展场馆的一些问题，并期望为国内场馆提供一些有用的对策和建议。74678

毕业论文关键词：会展；品牌会展场馆；场馆运营

How to build brand exhibition venues

Abstract: With the rapid development of China's economy, the exhibition industry has become a heavy industry in China's tertiary industry。 Good exhibitions can produce 1: 9 or even 1:10 economic pull coefficient for related industries。 Since the success of the 2010 World Expo, China's rapid development of the exhibition industry, not only led to the exhibition activities held a boom, it is set off a building boom。 Activities around the country come and go, the exhibition industry is suddenly as a spring spring, in 2010 made a breakthrough development。 As we all know, no matter how good the exhibition is also inseparable from the hardware facilities that are exhibition venues support, exhibition venues for the success of the exhibition organized a material basis。

The mode of operation of the exhibition venues has a great impact on the economic benefits, but the factors that affect their business model better reflect the well-run and bad。 This paper hopes to find out some problems of domestic exhibition venues through the comparative study of Chinese and foreign brand exhibition venues and hope to provide some useful countermeasures and suggestions for domestic venues。

Keywords：Exhibition; brand exhibition venues; venues operation  

目  录

一、绪论 1

（一）研究的意义 1

（二）研究现状 1

（三）研究思路 2

二、品牌会展场馆概述 3

（一）“品牌”的定义 3

（二）建设品牌会展场馆的重要性 3

（三）国内场馆建设与利用率现状概述 4

三、国内外会展场馆经营模式研究 6

（一）国外场馆经营模式研究 6

1、德国模式 6

2、英国模式 6

（二）国内场馆经营模式研究 6

1、国建国营模式 6

2、国建民营模式 7

3、民建民营模式 7

4、中外合资模式 7

四、国内外品牌会展场馆经营现状对比 8

（一）国外品牌会展场馆概述 9

1、德国慕尼黑展览中心 9

2、德国汉诺威展览中心