网络营销的应用研究——以会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.......................................................................................................................................2第一章绪论................................................................................................................................41.1研究背景及意义............................................................................................................41.2概念界定及相关理论基础............................................................................................41.2.1会展及会展传播..................................................................................................41.2.2网络营销传播......................................................................................................4第二章会展网络营销传播途径及模式....................................................................................52.1会展网络营销传播途径................................................................................................52.1.1门户网站..............................................................................................................52.1.2媒体网络报道......................................................................................................52.1.3社交平台营销传播（论坛、微博、微信）......................................................52.1.4APP营销传播......................................................................................................62.1.5网上会展..............................................................................................................62.1.6小结......................................................................................................................62.2会展网络营销传播模式................................................................................................
