本科论文摘 要在世界经济一体化的进程下，作为一种新型第三产业的会展业，其不仅可以加快经济的进步，而且还可以为企业提供一个平台、提升并宣传当地区域的整体形象。但是，当前我国会展业的发展还有许多的不足，与发达国家的会展品牌相比，竞争力和影响力还有着一定的差异，成功的会展品牌也是寥寥无几。在当前状况下，我国会展企业必须对会展品牌的塑造引起重视，对会展品牌的正确定位、合理管理是我国会展业发展的当务之急。因此，本文从地域文化特色的角度，对会展品牌塑造进行了研究，提出了基于地域文化特色的会展品牌塑造发展战略。通过对上海世博会的实证分析，验证地域文化会对会展品牌塑造带来哪些有利影响。希望在塑造会展品牌的过程中，能促进地域经济发展，促进地域文化发展，为会展品牌带来更强的竞争力。关键词：会展，地域文化，会展品牌，品牌塑造本科论文AbstractIn the process of world economic integration, exhibition industry, as a new tertiary industry, can not only accelerate economic progress, but also provide a platform for enterprises to promote and publicize the overall image of the local area. However, there are still many deficiencies in the development of China's exhibition industry. Compared with the exhibition brands in developed countries, there are certain differences in competitiveness and influence, and few successful exhibition brands. Under the current situation, China's exhibition enterprises must pay attention to the building of exhibition brand. The correct positioning and reasonable management of exhibition brand is the urgent task for the development of China's exhibition industry. Therefore, from the perspective of regional cultural characteristics, this paper studies the building of exhibition brand, and puts forward the development strategy of exhibition brand building based on regional cultural characteristics. Through the empirical analysis of Shanghai World Expo, we can verify the favorable influence of regional culture on t...
