摘要
展览的基本属性是交易和展示:“交易创造价值、展示依赖体验”。在建构主义研究范式下,展览营销可以从价值和体验两个维度进行解释。运用框架分析法,在系统梳理现实中不同层次展览公司采取的营销选择的基础上,建构了展览营销的“价值—体验”矩阵,矩阵包含维持型、交易型、展示型、品牌型四种基本类型。研究发现:维持型关注展位,受到营销近视症(marketing myopia)的困扰;交易型重视展商,注重专业观众与展商的匹配;展示型聚焦观众,体验导向,通过营造知识性体验和审美性体验提升观众感知价值;品牌型培育展览,产生“展览溢价”。
The basic properties of the exhibition are trading and exhibiting:“Trading creates value and exhibiting depends on experience”.Under the research paradigm of constructivism,exhibition marketing can be explained from two dimensions of value and experience.Using the m3 ethod of framework analysis,the paper constructs the“value-experience”matrix of exhibition marketing based on the systematic review of marketing choices adopted by exhibition companies at different levels.The matrix consists of four basic types:maintaining type,trading type,exhibiting type,and brand type.The study finds that the maintaining type focuses on the booth and is plagued by marketing myopia;the trading type pays attention to the exhibitors and the matching between professional visitors and exhibitors;the exhibiting type focuses on visitors,experience orientation and enhancing visitors’perception value by creating intellectual and aesthetic experience;and the brand type cultivates exhibition and creates exhibition premium.
作者
李鹏
蔡礼彬
LI Peng;CAI Li-bin(School of Tourism,Shandong Women’s University,Jinan 250300,China;School of Management,Ocean University of China,Qingdao 266100,Shandong Province,China)
出处
《天津商业大学学报》
2020年第5期66-71,共6页
Journal of Tianjin University of Commerce
关键词
展览营销
顾客价值
体验
建构主义
分析框架
exhibition marketing
customer value
experience
constructivism
analysis framework
