非凡公司上海酒店用品展代理招商的营销策略研究摘要上海市“十一五”纲要提出，要把上海建成国际会展中心城市。据专业机构测算，会展业拉动相关产业的比例大致是1∶9，在发达国家城市，会展业被称为“城市的面包”。会展行业蓬勃的发展带给了城市新的生命力同时也为从事会展行业的企业带来成长的压力和愈演愈烈的竞争态势。非凡公司作为上海成长起来的会展企业，参与2010年上海酒店用品展代理招商，如何正视激烈的市场竞争，规避市场风险，解决招商过程中遇到的问题，采取更为恰当的营销策略来发展和壮大自己，是本文探讨的重点。本文的研究对象是非凡公司，以非凡公司代理2010年上海酒店用品展为切入点，分析非凡公司营销中存在的问题，并借助市场营销理论体系，按照环境分析、市场细分、市场定位、目标市场选择、营销策略的分析流程进行阐述。在分析问题的基础上，提出了能使非凡公司进一步发展、能获得持续竞争力的营销策略这些策略包括整合营销、生态营销、新概念营销、合理制定价格、加强营销队伍的建设、关系营销、营销制度安排和制度建设等方面。关键词：会展；酒店用品展；代理招商；营销策略第I页共21页SummaryGuangzhou"EleventhFive-Year"Programproposed:tobuildGuangzhouasaCenterCityofExhibition.Underpprofessionsorganizationsestimates，theexhibitionindustry，theratioofdriving-relatedindustriesisroughly1:9，indevelopedcountrycities，conventionandexhibitionindustryhasbeenknownas"thecity'sbread."Thevibrantdevelopmentofexhibitionindustry，tobringnewvitalitytothecitybutalsofortheexhibitionenterprisesengagedinthegrowthofpressureandintensifiedcompetitivesituation.FeifancompanyhasgrownupasanexhibitioninGuangzhouinvestmententerprises，asa2010Guangzhouhotelsuppliesexhibitionco-agent，howtofacethefiercemarketcompetition，avoidmarketrisks，resolvetheproblemsencounteredintheprocessofinvestment，takingamoreforthepropermarketingstrategytodevelopandstrengthen，isthefocusofthispaper.StudyofthispaperisFeifancompany，Feifanproxy2010GuangzhouHotelSuppliesExhibitionisthestartingpointofthepaper.AnalyzeFeifancompanyproblemsofmarketinganduseofmarketingtheorysystem，accordingtoenvironmentalanalysis，marketsegmentation，marketpositioning，targetmarketselection，marketingstrategyanalysisofprocessesdescribed.Basedontheanalysisoftheproblem，putforwardthefurtherdevelopmentofthecompanycanmaketheFeifancompanytoachievesustainedcompetitivemarketingstrategy.Thesestrategiesincludeintegratedmarketing，ecologicalmarketing，newmarketingconcepts，reasonablepricing，strengtheningthemarketingteambuilding，relationshipmarketing，marketinginstitutionalarrangementsandinstitutional-building.GuangzhouHotelSuppliesExhibitionasacasestudyistocombinetheorywithpractice，morespecifically，showhowdeeplyinternalimplantedinexhibitionmarketingmodelfortheexhibitionbusinesstodevelopreliablemarketingstrategy.AtthesametimeIalsohopethatthroughthisstudytootherexhibitioncompaniesinordertoenlightenmentandtopromotetheexhibitionindustryprogressanddevelopment.Keyword:Exhibition;Hotelsuppliesexhibition;Agentmerchants;Marketingstrategy第II页共21页北京科技大学成人教育学院毕业设计（论文）目录1.引言......................................................................................................................................................12.1非凡公司概况.................................................................................................................................12.2上海酒店用品展概况..................................................................................................................
