浅析小而精的专业展会成功举办的因素—以蓝鲸国际标签展&国际软包装展为例

摘要：自上世纪90年代以来，中国会展业发展迅速，拉动了相关产业发展，城市的知名度上升，同时促进了国内外贸易的不断发展。但是随之而来的是一系列的问题，展会公司对于展会市场的整体判断能力不足，存有恶意竞争的企业，观众组织与策划环节不够完善，展馆设计缺乏统一规划，展会主题重复，展会的专业化，国际化水平低。但是近几年来，国内会展业已经在这个方面做了大量有意义的探索，他们认识到需要对展览业进行精准定位，展馆需要明确的主导性的功能定位。我国的一些综合性展览也要适应专业化的发展趋势，并逐步过渡到专业展览。本课题从对专业展会的初步了解及分析入手，以蓝鲸国际标签展&国际软包装展为个例，展开深入的分析，探究小型专业展会成功举办的因素，并对其发展不足之处作出补充。

关键词：专业展会  成功因素   蓝鲸展

A brief analysis of the success of small and fine professional exhibition - taking the international label exhibition of blue whale & international soft packaging exhibition as an example.

Abstract: Since the 1990s, China's exhibition industry has developed rapidly, stimulating the development of related industries, increasing the popularity of cities, and at the same time promoting the constant development of domestic and foreign trade. However, it comes with a series of problems. The exhibition company has insufficient ability to judge the exhibition market as a whole. There are malicious competition companies. The audience organization and planning are not perfect. The exhibition hall design lacks a unified plan. The exhibition theme is repeated. Specialization, low level of internationalization. However, in recent years, the domestic exhibition industry has made a lot of meaningful explorations in this area. They realize that it is necessary to accurately position the exhibition industry. The exhibition hall needs a clear and dominant functional orientation. Some comprehensive exhibitions in China must adapt to the development trend of specialization and gradually transition to professional exhibitions. This topic starts with a preliminary understanding and analysis of professional exhibitions. Taking the Blue Whale International Label Exhibition & International Flexible Packaging Exhibition as an example, it conducts in-depth analysis, explores the factors for the successful holding of small professional exhibitions, and supplements its shortcomings.

Keywords: Professional Exhibition Success Factors Blue Whale Show

目录

一、研究综述 5

（一）研究的目的和意义 5

（二）研究现状 5

二、专业展会的概述，含义 6

（一）概述 6

（二）特点 7

三、专业展会发展的成因及背景 7

（一）国外 7

（二）国内 8

四、实例分析-以“蓝鲸国际标签展&国际软包装展”为例 9

（一）展会概况 9

1.基本信息 9

2.参展范围 9

3.专业目标观众 10

4.展会同期活动和论坛日程 10

（二）展后报告 12

1.参展商对本届展会评价 12

2.参观目的 12

3.展后总结 13

五、专业展会的定位以及营销策略分析 13

（一）专业展会的定位 13

（二）专业展会的营销策略分析 15

1.促销策略 15

2.体验经济与专业展会营销相结合 15

六、专业展会中的专业观众组织与策划分析 16

（一）数据库营销 17

（二）加大宣传力度、定位目标市场 18

（三）加强专业论坛建设 18

（四）开展沙龙等活动、提高观众的兴趣 18

七、专业展会的未来发展战略 19

（一）专业展会定期化 19

（二）专业展会品牌化 19