会展的网络营销传播研究重庆悦来的车展为例摘要会展不仅是信息交流传播的媒介和载体，还是促进举办国或举办城市经济发展，提升举办国或城市知名度的一条重要渠道。随着我国会展经济的迅猛发展，越来越多的城市将会展作为城市经济发展的增长点。而网络营销则是在“互联网+”时代的营销传播的必然趋势，其种类多样，也符合当下人们获取、传递信息的特点，具有良好的传播效应，对会展的发展具有重大影响。本文将围绕会展的网络营销传播这一问题进行探讨，以总结出网络营销的有效策略，为相关信息获者提供有价值的参考。关键词：会展；网络营销；传播；悦来车展AbstractExhibitionsarenotonlythemediumandcarrierforinformationexchangeandcommunication,butalsoanimportantchannelforpromotinghostcountriesorhostingurbaneconomicdevelopmentandenhancingthevisibilityofhostcountriesorcities.WiththerapiddevelopmentofChina'sexhibitioneconomy,moreandmorecitieswillexhibitasagrowthpointofurbaneconomicdevelopment.Internetmarketingisaninevitabletrendofmarketingcommunicationintheeraof"Internet+".Itsvarioustypesarealsoinlinewiththecharacteristicsofpeople'saccesstoandtransmissionofinformation,andhaveagoodcommunicationeffect,whichhasamajorimpactonthedevelopmentoftheexhibition.Thisarticlewillfocusontheissueofnetworkmarketingcommunicationofexhibitions,tosummarizetheeffectivestrategiesofnetworkmarketing,andprovidevaluablereferenceforrelevantinformation.Keywords:exhibition;networkmarketing;communication;YuelaiAutoShow目录摘要...................................................................................................................................................1Abstract.............................................................................................................................................1一、绪论...........................................................................................................................................3（一）研究背景及意义...........................................................................................................3（二）概念界定及相关理论基础...........................................................................................31.会展及会展传播............................................................................................................32.网络营销传播................................................................................................................3二、会展网络营销传播途径及模式...............................................................................................4（一）会展网络营销传播途径...............................................................................................4（二）会展网络营销传播模式...............................................................................................6三、会展网络营销传播现状调查...........................................................................................7（一）问卷设计与发放...........................................................................................................7（二）调查结果分析...............................................................................................................71.被调查者基本信息分析................................................................................................72.会展网络营销传播满意度与参展动机分析................................................................9（三）悦来车展网络营销传播带来的启示.............
