摘    要：在经济全球化背景下，会展营销也一举成为了新经济时代的重要营销方式。然而，许多学者和专家指出，观众导向的营销策略是当前市场的发展趋势，大多企业使用的产品导向的营销策略不再能够满足市场的需求。因此，本文将针对展览举办企业，提出观众导向的营销策略建议。首先通过对展览举办企业的营销现状和问题原因分析，证明改变营销策略的必须性。继而通过对各种营销模型的分析，结合展览会的行业特征，构建出观众导向的展览会营销策略模型，并基于构建的模型进行问卷调研。实际调研数据表明，企业在展会门票定价、场馆清洁服务、秩序维护服务、现场引导服务、活动进程及质量监控、展会沟通服务和服务人员素养这七个方面的营销策略使用的较为成功，而在展会活动内容、时间精力与成本、宣传方式、展会主题、相关餐饮价格、公共关系和双向沟通这七个方面的营销策略使用效果相对较差。并且根据观众所评价的各营销要素对观展满意度的影响程度，总结出观众导向的展览会核心营销策略和普通营销策略。企业在制定营销策略时，可结合各营销策略的实际应用情况和重要性更合理的优化营销策略。

Abstract：Under the background of economic globalization, Event marketing has also become an important marketing method in the new economic era. However, many scholars and experts have pointed out that the audience-oriented marketing strategy is the development trend of the current market, and most product-oriented marketing strategies used by enterprises can no longer meet the needs of the market.Therefore, this article will target the exhibition holding companies and put forward audience-oriented marketing strategies. First of all, through the analysis of the marketing status quo and the causes of the problems in the exhibiting companies, it is necessary to prove the necessity of changing the marketing strategy. Then through the analysis of various marketing models, combined with the industry characteristics of the exhibition, an audience-oriented exhibition marketing strategy model was constructed. Based on the constructed model, the survey was conducted. The actual survey data shows that the company's marketing strategies such as ticket pricing, venue cleaning services, order maintenance services, on-site guidance services, activity progress and quality monitoring, exhibition communication services, and service personnel literacy are relatively successful. The marketing strategies of the exhibition activities, time and effort, costs, promotion methods, exhibition themes, relevant catering prices, public relations, and two-way communication are relatively ineffective. And based on the degree of influence of the various marketing elements evaluated by the audience on the satisfaction of the exhibition, the audience-oriented exhibition core marketing strategy and general marketing strategy are summarized. In the formulation of marketing strategies, companies can combine the actual application of each marketing strategy and the importance of a more reasonable optimization of marketing strategies.

关键词：展会营销； 观众导向； 营销策略；

Keyword: Exhibition Marketing；Audience-oriented；Marketing strategy；

目    录

1、绪论·5

   1.1研究背景5

   1.2研究目的与意义5

       1.2.1研究目的5

       1.2.2研究意义5

   1.3研究框架和拟解决的主要问题5

       1.3.1研究框架5

       1.3.2拟解决的主要问题6

   1.4研究方法7

2、国内外展会营销策略研究综述·8

2.1国内展会营销策略研究综述8

       2.1.1加快转变以产品为核心的会展营销策略8