依托行业展览的网络会展研究

【作者】 张海燕；

【导师】 方忠权；

【作者基本信息】 广州大学 ， 旅游管理， 2012， 硕士

【摘要】 随着网络技术的日益普及和会展业发展的需要，网络会展这种新型会展模式，也在我国兴起。但网络会展如何更好地结合电子商务、实体展览以提高其可持续发展性是个比较突出的问题。本文用文献研究法、归纳法、概念分析法对网络会展进行分析，提出依托行业展览的网络会展模式，并以阿拉丁照明网为例进行实证研究，以期能够对行业会展企业在网络会展发展方面有一定借鉴价值。本文首先对国内外网络会展研究现状进行分析，并对网络会展概念重新进行了界定：“网络会展”是对实体会展的虚拟，是组织、展出、展览活动的各个环节及会展组织者、参展商、观众之间的交流都通过网络进行的一种展览。其本质是集传统会展众多服务功能与网络技术于一体的一种会展模式。接着本文对我国网络会展发展现状和存在问题进行了探讨：目前我国网络会展发展极具潜力，但仍处于起步阶段，存在诚信和网络安全等问题，网络会展发展模式还不成熟，无法脱离传统会展独立发展。本文对行业展览发展网络会展的优势进行了分析，认为现有的行业展览可以充分利用其丰富的行业资源、充足的办展经验和强大的品牌优势，通过专业的行业网站建设，和行业展览进行充分地结合，形成实体展览、网络展览、行业网站为中心的立体式会展网络，将网络会展发展成为行业资源中心。在此基础上，本文提出我国依托行业展览的网络会展的运作模式：行业展览--行业资源--行业网站。此模式以行业展览为依托，在行业资源基础上发展网络会展，以会展主体需求为中心进行网站功能优化，以行业为中心进行产业资源整合，最能体现网络会展的作用和效果。最后通过对阿拉丁照明网的发展模式分析，验证本文提出的网络会展“行业展览--行业资源--行业网站”模式的可行性和在提升企业服务、管理水平方面的显著功效,并对我国发展网络会展提出了意见和建议。我国网络会展的发展可以从网络会展与传统会展相结合、树立良好的企业文化和品牌形象、强化网络会展增值服务优势、形成行业资源交流中心、建立健全的认证管理体制，提升目标客户群的信心指数、提升网络会展专业化水平等几个方面进行。更多还原

【Abstract】 With the popularity of Internet technology and the development of exhibitionindustry, the new form of exhibition——Internet Exhibition, also in China to develop.Internet Exhibition How to better integrate e-commerce, physical exhibition in orderto improve their sustainable development is a relatively prominent issue. This articleuses documentary research, induction, concept analysis on the Internet Exhibition,conceived of the Internet Exhibition relying on the professional exhibition mode, andAladdin lighting network as an example to start empirical research. The author hopesthat this study can help the professional exhibition company in the Internet Exhibitiondevelopment have a certain reference value.First, this article analyzes domestic and international research on InternetExhibition, and defines the Internet Exhibition. Internet Exhibition is Virtualizationentity Exhibition. In the process of the entire Internet Exhibition，Organization ofexhibitions, Exhibition process, Related activities of the exhibition andCommunication between exhibitors visitor organizers are conducted via the Internet.Its essence is a traditional exhibition serves numerous functions and networktechnology in the integration of an exhibition mode.This article study the current situation in the development of the Internetexhibition: the Internet exhibition in China is great potential, but still in its infancy,integrity and the Internet security is big problem. Model of development of theInternet Exhibition is not mature, cannot break away from traditional exhibition. Theadvantage of the Internet exhibition: the existing professional exhibitions can take fulladvantage of its extensive industry resources, adequate experience in organizingexhibitions and a strong brand. By professional industry website building, Combinedwith professional exhibition. To form a three-dimensional network Include the entityexhibition, Internet exhibition, exhibition industry website. The Internet exhibitionwill become the industry resource center. On this basis, the writer puts forward a mode of Internet exhibition rely on theprofessional exhibition:“professional exhibitions-Industry Resources-industrywebsite”. This model is build on the basis of professional exhibition, exhibition mainbody demand for the core, optimize the site features, integration of industry resources,effect to show the role and effectiveness of the Internet Exhibition.Finally, according to Aladdin lighting network development mode analysis, tovalidate the proposed network exhibition "exhibition industry-industry resources-industry website" model is feasible and In the promotion of enterprise service, themanagement level of the significant effect. Development of China’s networkconference put forward opinions and suggestions: the internet exhibition with thetraditional exhibition combination; set a good corporate culture and brand image;strengthen network exhibition value-added service advantage; formation of industryresources exchange center; establish a sound management system certification;enhance the target customers confidence index; enhance the professional level ofnetwork exhibition.更多还原