如何通过营销手段打造会展品牌摘要：自我国改革开放以来，会展业从无到有，从大到小，我国会展业也在全球展览业异军突起，大放异彩，形成一个新的展览业市场，经过多年的发展，基本已形成一定的规模与实力，目前是市场上的良莠不齐，缺少会展品牌，打造品牌会展能简化参展或参会决策，降低选择会展的时间成本和心理成本；良好的品牌有助于降低参展或参会的风险成本；品牌会展能扩大参展商品的消费群体。营销一个会展品牌遇到各类问题，本论文依托这些问题，提出了一些小建议，希望能为会展品牌的发展略作贡献。关键词：会展品牌会展营销创新营销HowtobuildExhibitionBrandbymeansofMarketingAbsrtact：sinceChina'sreformandopeningup,theexhibitionindustryhasgrownfromnothing,frombigtosmall,andChina'sexhibitionindustryhasalsoemergedintheglobalexhibitionindustry,forminganewexhibitionindustrymarket,whichhasbeendevelopingformanyyears.Ithasformedacertainscaleandstrengthbasically,atpresent,themarketisintermingled,lackofexhibitionbrand,makingbrandexhibitioncansimplifytheparticipationorparticipationdecision-making,reducethetimecostandpsychologicalcostofchoosingexhibition;Agoodbrandcanhelpreducetheriskcostofparticipatingintheexhibition,andthebrandexhibitioncanexpandtheconsumerbaseoftheexhibitors.Marketingaexhibitionbrandmeetsvariousproblems,thispaperreliesontheseproblems,putforwardSomesmallsuggestions,hopingtobeabletomakealittlecontributiontothedevelopmentoftheexhibitionbrand.Keywords:exhibitionbrandexhibitionmarketinginnovativemarketing目录一、会展品牌概述..................................................................................................................41.1蓬勃发展的会展业.............................................................................................................41.2何为会展品牌.....................................................................................................................41.2.1商品标识..................................................................................................................41.2.2无形资产..................................................................................................................51.2.3文化..........................................................................................................................51.2.4品牌的辐射力..........................................................................................................51.3为何要打造会展品牌.........................................................................................................51.3.1品牌给消费者心理暗示..........................................................................................51.3.2品牌给参展商的心理暗示......................................................................................51.3.3品牌给举办方的优势..............................................................................................51.3.4品牌给举办地的优势..............................................................................................5二、国内会展营销的现状分析...............................................................................................52.1何为会展营销.....................................................................................................................52.2常见的会展营销手段.........................................................................................................62.2.1电话销售.....................................
