21会展的网络营销传播研究-2018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;YuelaiAutoShow21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...
