本文關鍵詞： 西祠網(wǎng)友婚博會 營銷策略 整合營銷傳播　出處：《南京師范大學》2013年碩士論文　論文類型：學位論文

【摘要】：西祠網(wǎng)友婚博會是婚博會的典范,其營銷方式對國內(nèi)會展營銷有借鑒意義。通過主辦方、參展商和消費者三者的良性互動,西祠網(wǎng)友婚博會在四年內(nèi)獲得了巨大的成功,其整合營銷傳播的理念在會展營銷中具有指導意義。本文通過對西祠網(wǎng)友婚博會個案的研究,梳理了其營銷方式的策略并對其前景進行了分析和探討。 本文分為五個部分。 第一部分首先介紹了選題的意義和背景,其次對國內(nèi)婚博會的現(xiàn)狀進行了分析,并通過現(xiàn)狀分析對婚博會的類型進行了梳理。最后就整合營銷的理論進行了概述,主要包含其定義以及整合營銷理念的要點。 第二部分對西祠網(wǎng)友婚博會的現(xiàn)狀進行了梳理。在簡述了其作為研究婚博會的代表性后,針對其傳播周期、傳播策略進行了分析并總結了其整合營銷傳播的特點。 第三部分是對西祠網(wǎng)友婚博會整合營銷策略要素的分析。對主辦方、參展商和消費者三個要素進行了整理和歸納�？偨Y了作為主辦方的西祠網(wǎng)的特點,分析了其網(wǎng)民的性別、年齡、職業(yè)等特征；概述了西祠花嫁頻道的優(yōu)勢、核心理念和特點。最后,將作為其獨特營銷方式呈現(xiàn)載體的網(wǎng)絡的優(yōu)勢和功能一一進行了分析。 第四部分得出了西祠網(wǎng)友婚博會整合營銷傳播的策略。主要從婚博會的定位、辦好西祠花嫁、抓住會展三個方面進行了分析。其中,會展的定位主要對會展模式的定位以及主體的互動關系兩個層面展開了討論。在后面兩個傳播形式的創(chuàng)新構建部分,主要探討了其利用的口碑營銷方式以及渠道營銷模式。 第五部分是對西祠網(wǎng)友婚博會整合營銷傳播的展望。主要包括對西祠網(wǎng)友婚博會本身的展望以及對國內(nèi)會展營銷的啟示。在對其本身的展望部分,著重談到了其線上線下相結合的方式的前景、其整合營銷傳播方式值得推進以及它所具有的局限性。在對會展營銷的啟示的部分,主要從提升發(fā)展理念、加快模式的轉型升級以及配合宏觀環(huán)境三個方面進行了闡述。
[Abstract]:Western Temple net friend wedding fair is the model of the wedding fair, its marketing method has reference significance to the domestic exhibition marketing. Through the organizers, exhibitors and consumers of the benign interaction among the three. Xici net friend wedding fair has been a great success in four years, its integrated marketing communication concept has guiding significance in mice marketing. This paper studies the case of Xici netizen wedding expo. Combing its marketing strategy and its prospects are analyzed and discussed. This paper is divided into five parts. The first part introduces the significance and background of the topic, and then analyzes the current situation of the wedding fair in China. Finally, the author summarizes the theory of integrated marketing, including its definition and the main points of the concept of integrated marketing. In the second part, the current situation of Xici netizens' wedding expo is combed. After a brief description of its representative as a study of the wedding expo, it aims at its dissemination cycle. The communication strategy is analyzed and the characteristics of integrated marketing communication are summarized. The third part is the analysis of the elements of integrated marketing strategy of Xici netizens' wedding expo. The three elements of organizers, exhibitors and consumers are sorted out and summarized, and the characteristics of Xichi net as the organizer are summarized. The gender, age, occupation and other characteristics of Internet users are analyzed. This paper summarizes the advantages, core concepts and characteristics of the Western Temple Flower Marriage Channel. Finally, the advantages and functions of the network, which is the carrier of its unique marketing mode, are analyzed one by one. In the 4th part, the author gets the strategy of integrating marketing and communication of Xici netizens' wedding expo. Mainly from the orientation of the wedding expo, the author makes an analysis of the three aspects of the wedding expo, that is, holding the wedding hall flower marriage, and grasping the exhibition and exhibition. The orientation of exhibition mainly discusses the orientation of the exhibition mode and the interaction of the subject. In the latter two parts of the innovative construction of the communication form. It mainly discusses the way of word-of-mouth marketing and channel marketing mode. The 5th part is the prospect of integrated marketing communication of Xici netizens' wedding fair. It mainly includes the outlook of Xichi netizens' wedding expo itself and the inspiration to domestic exhibition marketing. In the part of its own outlook. The paper emphatically discusses the prospect of the combination of the line and the line, the way of integrated marketing communication is worth promoting and its limitations. In the part of inspiration to exhibition marketing, it is mainly from the promotion of the concept of development. Speeding up the transformation and upgrading of the mode and coordination with the macro environment three aspects were elaborated.
【學位授予單位】：南京師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.83;F719

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