浅谈中国国际花卉园艺展的发展—以上海国际会展中心为例摘要：本文首先对花卉园艺展进行了概述，总结了花卉园艺展览的发展趋势：以传统场地为主，新类型的不断涌现；综合性会展与专业性会展成为主要趋势；数量增长快，家庭园艺理念凸显。总结了中国国际花卉园艺展发展的问题，展会规模效应与品牌效应发挥不够；展会缺乏层次，不能可持续输出；传播手段单一，无针对性传播对象；展会实际与宣传差距太大；政府对外宣讲力度欠缺。最后，提出了中国国际花卉园艺展发展的策略：一是企业打造品牌会展，形成规模效应，强化品牌定位，打造品牌文化，提供专业系统的服务。二是吸取国外先进技术经验，提升经营服务理念，联合网络提升品牌价值。三是加强媒体宣传，加强对专业对象的宣传，充分依托媒体进行整体规划，进行不同的消费定位，各取所需。四是专业人才培养，提升展会的实际形象，利用人才强化会展企业品牌意识，培养人才不断强化品牌创新意识。五是政府在政策方面与行业协会方面进行扶持。关键词：对策；花卉园艺展；中国国际LanguageLearningAbstract：Firstly,thispapersummarizesthedevelopmenttrendofflowerhorticultureexhibition:traditionalvenuesarethemaintype,newtypesareemergingconstantly;comprehensiveexhibitionandprofessionalexhibitionbecomethemaintrend;thenumberofrapidgrowth,familyhorticultureconcepthighlighted.ThispapersummarizestheproblemsinthedevelopmentofChinaInternationalFlowerHorticulturalExhibition,suchasinadequatescaleeffectandbrandeffect,lackofhierarchy,unsustainableoutput,singlemeansofcommunicationandnotargeteddisseminationobjects,toolargegapbetweentheactualexhibitionandpublicity,andlackofpublicitybythegovernment.Finally,thedevelopmentstrategiesofChinaInternationalFlowerHorticulturalExhibitionareputforward:First,enterprisesshouldcreatebrandexhibition,formscaleeffect,strengthenbrandpositioning,buildbrandcultureandprovideprofessionalandsystematicservices.Secondly,weshouldabsorbforeignadvancedtechnologyexperience,enhancebusinessserviceconcept,andunitethenetworktoenhancebrandvalue.Thirdly,weshouldstrengthenthemediapublicity,strengthenthepublicityofprofessionalobjects,fullyrelyonthemediaforoverallplanning,carryoutdifferentconsumptionpositioning,andgetwhatweneed.Fourthly,weshouldcultivateprofessionaltalents,enhancetheactualimageoftheexhibition,usetalentstostrengthenthebrandawarenessofexhibitionenterprises,andcultivatetalentstoconstantlystrengthenthebrandinnovationawareness.Fifthly,thegovernmentsupportspolicyandindustryassociations.KeyWords：Countermeasure;FlowerHorticultureExhibition;ChinaInternational目录引言......................................................1一、花卉园艺展概述..........................................2（一）花卉园艺展览的定义................................................................................................2（二）花卉园艺展览的分类................................................................................................2（三）花卉园艺展的特点....................................................................................................2二、花卉园艺展览的发展趋势——以上海国际会展中心为例.............4（一）以传统场地为主，新类型的不断涌现..................................................................4（二）综合性会展与专业性会展成为主要趋势..............................................................4（三）数量增长快，家庭园艺理念凸显..........................................................................4三、中国国际花卉园艺展发展的问题..............................6（一）展会规模不大，展会定...
