摘要
随着现代会展经济的发展,会展市场日益成熟,会展业竞争日趋激烈,我国会展业正从数量型向质量型转变,品牌化已成为会展业健康发展的必要途径。在分析品牌会展基本特征的基础上,基于顾客的视角探讨科技会展品牌资产的提升途径,并提出科技会展品牌资产提升的五大策略。
With the continuous development of exhibition economy, the market of exhibition is maturing, the competition is becoming intensive, the exhibition industry is changing from quantity to quality type. The brand becomes the necessary path of development. The paper analyses the basic characteristics of science and technology exhibition industry first, puts for- ward four promotion paths and five strategies of the science and technology exhibition brand equity based on customer.
出处
《科技管理研究》
CSSCI
北大核心
2013年第22期131-135,141,共6页
Science and Technology Management Research
基金
广州市高校羊城学者科研项目"广州现代服务业品牌资产的提升途径与对策"(10B001D)
关键词
科技会展
品牌资产
提升途径
science and technology exhibition
brand equity
promotion paths
