近年来，随着中国经济体制改革的逐步深入和对外开放的不断扩大，会展 欧亿·体育（中国）有限公司目前已成为投资与贸易的重要平台，是现代服务业重要的组成部分，是促 进消费需求和拉动其他欧亿·体育（中国）有限公司发展的有效手段。基于多年从事厦门会展服务与展 览品的进出境物流通关代理服务的基础，WD公司积极尝试拓展新业务并于2017 年成功举办了首届博览会，自此实现了从物流服务商向展会承办方的成功跨界 转型。如今会展欧亿·体育（中国）有限公司迎来了高速发展的时代机遇，企业面临着各方面的考验与 压力，认清自身发展优势并找准市场定位的能力影响着企业的发展前景。WD 公 司目前急需制定最适合的市场营销策略以更好的跟上欧亿·体育（中国）有限公司发展的潮流，对 WD 公司会展业务营销策略的研究很有必要。 在制定 WD 公司会展业务营销策略之前，本文先是分别采用了 PEST 分析 法和 SWOT 分析法分析了研究对象所处的内外部环境，进而明确了公司所处外 部环境的机会与威胁，认清了自身的优势和劣势，并且剖析了公司目前营销现 状及存在的问题。通过上述分析可以得出公司面临的发展机会多于制约因素的 结论，进一步分析可知 WD 公司应选择扭转型战略，充分利用国家对会展欧亿·体育（中国）有限公司 的优惠政策来不断发展壮大，提升展会的整体营销水平，同时还要加强展会的 品牌建设，提升品牌的知名度和影响力。在此基础上进一步进行了市场细分， 进而为公司选择了目标市场并确定了市场定位。根据这些分析，从产品、价格、 渠道、促销、有形展示、人员和流程这七个方面制定了符合 WD 公司的营销策 略。最后提出了完善会展业务内部管理制度、优化人才保障措施、加强营销能 力建设、重视品牌建设和加强客户关系管理以提升客户忠诚度的实施保障措施。 关键词：会展业务 会展企业 营销策略II Abstract In recent years, with the gradual deepening of China’s economic reform and the continuous expansion of opening up, the exhibition investment and trade. It’s an important platform for investment and trade. It’s an important part of the modern service industry, and an effective way to promote consumer demand and drive the development of other industries. Based on the foundation of the inbound and the outbound logistics customs clearance agency services for Xiamen convention and Exhibition Service and exhibits for many years, WD Company actively tried to expand new business and successfully held the first Expo in 2017, which has since achieved a successful cross-border transformation from logistics service provider to exhibition organizer. With the rapid development of the industry, how to give full play to its advantages and identify the market positioning in the fierce market competition to develop the best marketing strategy is a problem that enterprises have to think about. In order to better grasp the current development opportunities, it is necessary to choose the exhibition business marketing strategy for WD company. This paper makes an in-depth analysis of the internal and external environment faced by WD company with PEST analysis method and SWOT analysis method, clarifies the company's own advantages and disadvantages, as well as the opportunities and threats currently faced. It points out the company's current marketing status and existing problems. According to the analysis results of the external environment, the company faces more development opportunities than the constraints. Combined with the analysis of the internal environment, it is concluded that WD should choose a reversal strategy and make full use of the state's preferential policies for the exhibition industry to continuously grow and enhance the exhibition. The overall marketing level, but also to strengthen the brand building of the exhibition, enhance the brand's visibility and influence. On this basis, the market segmentation was further carried out, and the target market was selected for the company and the market positioning was determined. According to these analyses,III the marketing strategy in line with WD company was formulated from seven aspects: product, price, channel, promotion, physical display, personnel and process. Finally, it puts forward to improve the internal management system, optimize talent guarantee measures of exhibition business, strengthen customer relationship management, attaching importance to brand building and strengthen marketing capacity building. Keywords: Exhibition business Exhibition enterprise Marketing strategyV 目录 第 1 章 绪论 ........................................................1 1.1 研究背景和意义 ................................................................................................1 1.1.1 研究背景 .....................................................................................................1 1.1.2 研究意义 .....................................................................................................2 1.2 国内外研究现状 ................................................................................................3 1.2.1 国外研究现状 .............................................................................................3 1.2.2 国内研究现状 .............................................................................................4 1.3 研究内容和研究方法 ........................................................................................6 1.3.1 研究内容 .....................................................................................................6 1.3.2 研究方法 .....................................................................................................6 1.4 创新点 ................................................................................................................7 第 2 章 概念界定和理论基础 ..........................................8 2.1 会展概述 ............................................................................................................8 2.2 会展营销 ............................................................................................................9 2.3 STP 理论 ...........................................................................................................10 2.3.1 市场细分 ...................................................................................................10 2.3.2 目标市场选择 ...........................................................................................11 2.3.3 市场定位 ...................................................................................................11 2.4 客户关系管理理论 ..........................................................................................12 2.5 市场营销 7P 理论 ............................................................................................12 第 3 章 WD 公司会展业务营销现状及问题...............................14 3.1 WD 公司基本概况............................................................................................14 3.1.1 WD 公司发展历程及主要经营业务.........................................................14 3.1.2 WD 公司的会展业务情况.........................................................................15 3.2 WD 公司会展业务营销存在的问题................................................................16 第 4 章 WD 公司会展业务营销环境分析.................................18VI 4.1 WD 公司会展业务宏观环境分析....................................................................18 4.1.1 政治环境分析 ...........................................................................................19 4.1.2 经济环境分析 ...........................................................................................20 4.1.3 社会和文化因素分析 ...............................................................................21 4.1.4 技术环境分析 ...........................................................................................23 4.2 WD 公司会展业务微观环境分析....................................................................24 4.2.1 WD 公司内部环境分析.............................................................................24 4.2.2 目标客户分析 ...........................................................................................24 4.2.3 竞争者分析 ...............................................................................................25 4.2.4 社会公众分析 ..........................................................................................