【摘要】：會展業(yè)的發(fā)展離不開會展中心,會展中心是辦展機構(gòu)舉辦展覽會的一個空間載體,從展會開始到結(jié)束,幾乎所有的活動都圍繞會展中心進行,因此,會展中心成為會展業(yè)鏈條中的一個關(guān)鍵點。而伴隨著中國會展業(yè)的迅速發(fā)展,中國會展產(chǎn)業(yè)規(guī)模逐步擴大,專業(yè)場館的建設(shè)如雨后春筍,會展中心的相對過剩造成了部分場館的閑置與浪費,同時也加劇了各地會展中心之間的競爭。而在日益開放和競爭激烈的會展市場中,品牌已經(jīng)成為競爭的焦點,一個著名的品牌能支撐一個企業(yè),擁有品牌展覽會是一個展覽公司賴以生存和發(fā)展的根本,同樣,一個會展中心通過樹立自己的品牌從而吸引品牌展會以及品牌展覽公司并得到他們的認可是會展中心競爭的重要法寶。 目前關(guān)于會展中心的理論研究還不多,國內(nèi)僅有的幾篇文章主要集中在會展中心選址上面,而關(guān)于會展中心品牌塑造方面的研究明顯不多,本文試著從會展組織者的角度出發(fā),研究會展中心品牌資產(chǎn)結(jié)構(gòu),幫助會展中心認識自身優(yōu)勢,從而提高其出租率。 全文共分為五部分： 第一部分是緒論,闡述了本文的研究背景、研究意義、理論范疇、寫作思路和研究框架。 第二部分是文獻綜述,國內(nèi)外學(xué)者對于品牌資產(chǎn)的研究已經(jīng)非常細致和成熟,筆者簡單評述了品牌資產(chǎn)的概念以及品牌資產(chǎn)的結(jié)構(gòu)模型,為本文研究提供了一定的理論基礎(chǔ)；然后評述了國內(nèi)外有關(guān)品牌資產(chǎn)結(jié)構(gòu)模型的應(yīng)用研究,借鑒了有關(guān)旅游企業(yè)品牌資產(chǎn)結(jié)構(gòu)模型的研究；最后對國內(nèi)外關(guān)會展中心的研究作出綜述,提出了會展中心品牌資產(chǎn)研究的必要性和重要性。 第三部分是研究設(shè)計。發(fā)展了本文的研究模型,并設(shè)計量表對問卷進行解釋。 第四部分是實證研究。通過描述性分析和因子分析,對數(shù)據(jù)進行整理和分析,驗證了本文提出的五個假設(shè),同時進一步表明硬件支持、地理位置、價格認知、服務(wù)維度和品牌凸顯性是會展中心品牌資產(chǎn)的構(gòu)成因子。然后通過結(jié)構(gòu)方程模型得到地理位置對會展中心品牌資產(chǎn)貢獻率最大,價格認知對其貢獻率最小。 第五部分是研究結(jié)論及展望。本文從會展組織者的角度構(gòu)建了會展中心品牌資產(chǎn)的構(gòu)成因子,得出結(jié)論,同時指出了本文存在的不足以及對后續(xù)研究的展望。
[Abstract]:The development of the convention and exhibition industry is inseparable from the Convention and Exhibition Center, which is a space carrier for the exhibitors to hold exhibitions. From the beginning of the exhibition to the end of the exhibition, almost all the activities are carried out around the Convention and Exhibition Center, so, The Convention and Exhibition Center has become a key point in the exhibition industry chain. With the rapid development of China's convention and exhibition industry, the scale of China's convention and exhibition industry has gradually expanded, and the construction of professional venues such as bamboo shoots has sprung up, and the relative surplus of convention and exhibition centers has caused some stadiums to be idle and wasted. At the same time, it also intensifies the competition among convention and exhibition centers around the world. And in the increasingly open and competitive exhibition market, the brand has become the focus of competition. A famous brand can support an enterprise, and owning a brand exhibition is the foundation for the survival and development of an exhibition company. An exhibition center attracts the brand exhibition and the brand exhibition company by establishing its own brand, and getting their recognition is an important magic weapon in the competition of the convention and exhibition center. At present, there is not much theoretical research on the Convention and Exhibition Center, the only few articles in China are mainly focused on the location of the Convention and Exhibition Center, but the research on the brand shaping of the Convention and Exhibition Center is obviously not much. This paper tries to proceed from the angle of the organizer of the exhibition. Research the structure of the brand equity of the convention and exhibition center, help the convention and exhibition center to understand its own advantages, so as to improve its renting rate. The full text is divided into five parts: the first part is the introduction, elaborated the research background, the research significance, the theoretical category, the writing train of thought and the research frame. The second part is the literature review, the domestic and foreign scholars to the brand equity research has been very meticulous and mature, the author briefly commented on the concept of brand equity and brand equity structure model, which provides a certain theoretical basis for this study; Then it comments on the application of brand equity structure model at home and abroad, and draws lessons from the research on brand equity structure model of tourism enterprises. Finally, this paper summarizes the research of the exhibition center at home and abroad, and puts forward the necessity and importance of the research on the brand equity of the convention and exhibition center. The third part is the research and design. Developed the research model of this paper, and designed a scale to explain the questionnaire. The fourth part is empirical research. Through descriptive analysis and factor analysis, the data are sorted and analyzed, and the five hypotheses put forward in this paper are verified. At the same time, the hardware support, geographical location and price cognition are further demonstrated. Service dimension and brand salience are the constituent factors of brand equity of convention and exhibition center. Then, through the structural equation model, the contribution rate of geographical location to the brand equity of convention and exhibition center is the largest, and the contribution rate of price cognition to it is the least. The fifth part is the research conclusion and prospect. This paper constructs the constituent factors of the brand equity of the convention and exhibition center from the view of the organizer, and draws a conclusion. At the same time, it points out the shortcomings of this paper and the prospect of the follow-up research.
【學(xué)位授予單位】：東北財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F713.83;F273.2

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