【作者】 覃冠玉；

【导师】 陆桂生；

【作者基本信息】 广西大学 ， 传播学， 2007， 硕士

【摘要】 20世纪80年代以后会展在中国大陆大规模兴起。很多城市都将会展看成是拉动本地区经济发展的“火车头”。会展是一种时间短、规模大、频度高的信息传播活动。会展的要素分为三个：参展商、展会、观众。会展传播过程中的各个要素完整展开、显现出来，形成一个传播系统。这个传播过程符合德弗勒模式。中国已成为亚洲的会展大国，但并不是一个会展强国。尽管随着展览专业化、市场化和国际化水平的不断提高，国内出现一批具有国际影响力的知名品牌会展，但从总体上看，中国会展业的发展仍缺乏品牌效应。组织管理模式落后，服务水平低制约了我国会展业的发展。专业化分工协作的格局远未形成，为展览提供配套服务的技术、信息等相对滞后。我国许多会展缺乏明确的产品形象定位。有效的会展品牌传播是加强品牌管理的重要途径之一。实施会展品牌的传播策略是为了提炼并赋予会展一个良好的品牌形象，挖掘并丰富会展品牌传播形象的内涵，使受众对会展产品服务和会展品牌形象产生积极联想，实现与受众的沟通，树立良好的会展品牌形象。实施的步骤和过程包括：确定目标受众，选择会展品牌传播的渠道，最后通过综合运用广告、公共关系、人际传播等传播手段开展会展品牌传播活动。更多还原

【Abstract】 The 80’s in 20 century later, meeting exhibition is rises in China big six .A lot of people think the exhibition can develop economy . In fact, in the reality the life, in addition to the public’s medium, meeting the exhibition can calculate the information dissemination activity of time short. The main factor of meeting exhibition is divided into 3: Join the exhibition a company, the exhibition meeting, audience. The meeting exhibition spreads process in of each main factor the integrity launch, present, becoming a dissemination system.China has become Asia of meeting the exhibition big country. Though along with exhibition profession turn, the market turn with internationalization level of raise continuously, create some exhibition that has international influence of well-known brand meeting exhibition. But exhibition industry in China still lacks a brand effect currently. Organizing the management style falls behind, the service level low check and supervision the development of our country meeting exhibition industry. The profession turns structure and form of dividing the work the cooperation to don’t become far, that the exhibition provides can not provide better service. Our country many meeting exhibitions lack explicit product image a fixed position, is a particularly inside product image fixed position. Organizing the management style falls behind, the service level is low, didn’t become the structure and form that the profession turns division of cooperation.Valid of the meeting exhibition brand dissemination is one of the important paths which strengthen a brand management. Implement would the dissemination strategy of exhibition brand is for refining and give the meeting exhibition a good brand image. Scoop out combine abundant meeting exhibition brand dissemination image of content, make to be subjected to many to "meeting exhibition product" and meeting exhibition brand the image produce aggressive association of thought; Pass a brand form a realization and be subjected to many communications also, try hard for the new value point and want inform of the brand image tell to be subjected to many, carry out meeting exhibition brand image during the period of spreading of maximize. Step and process of implement include: Certain the target be subjected to many, choice meeting exhibition brand dissemination of outlet, finally pass comprehensive make use of an advertisement, public relations, human relations dissemination etc. dissemination the means open an exhibition meeting exhibition brand dissemination activity.更多还原