浅谈中国国际花卉园艺展的发展——以上海国际会展中心为例

PAGE \* MERGEFORMAT I浅谈中国国际花卉园艺展的发展——以上海国际会展中心为例摘要：本文首先对花卉园艺展进行了概述，总结了花卉园艺展览的发展趋势：以传统场地为主，新类型的不断涌现；综合性会展与专业性会展成为主要趋势；数量增长快，家庭园艺理念凸显。总结了中国国际花卉园艺展发展的问题，展会规模效应与品牌效应发挥不够；展会缺乏层次，不能可持续输出；传播手段单一，无针对性传播对象；展会实际与宣传差距太大；政府对外宣讲力度欠缺。最后，提出了中国国际花卉园艺展发展的策略：一是企业打造品牌会展，形成规模效应，强化品牌定位，打造品牌文化，提供专业系统的服务。二是吸取国外先进技术经验，提升经营服务理念，联合网络提升品牌价值。三是加强媒体宣传，加强对专业对象的宣传，充分依托媒体进行整体规划，进行不同的消费定位，各取所需。四是专业人才培养，提升展会的实际形象，利用人才强化会展企业品牌意识，培养人才不断强化品牌创新意识。五是政府在政策方面与行业协会方面进行扶持。关键词：对策；花卉园艺展；中国国际 PAGE \* MERGEFORMAT I Language Learning Abstract ： Firstly, this paper summarizes the development trend of flower horticulture exhibition: traditional venues are the main type, new types are emerging constantly; comprehensive exhibition and professional exhibition become the main trend; the number of rapid growth, family horticulture concept highlighted. This paper summarizes the problems in the development of China International Flower Horticultural Exhibition, such as inadequate scale effect and brand effect, lack of hierarchy, unsustainable output, single means of communication and no targeted dissemination objects, too large gap between the actual exhibition and publicity, and lack of publicity by the government. Finally, the development strategies of China International Flower Horticultural Exhibition are put forward: First, enterprises should create brand exhibition, form scale effect, strengthen brand positioning, build brand culture and provide professional...