广东会展旅游发展研究
摘要
20世纪70年代以来,我国会展业从小到大、从一级城市向二三级城市不断发展。近年更以年均近20%的速度递增,行业规模逐步扩大,专业场馆建设日臻完善,会展业已成为国民经济发展的新亮点,成为名副其实的“无烟”产业。由于旅游业和会展业之间天然的偶合关系,使会展旅游成为当前我国旅游业发展的热点。就旅游行业而言,会展旅游并非大众产品,但却是旅游行业中创造较高经济效益的一个分支。就旅游产业的功能而言,会展旅游的开展,也较好地能体现旅游业在促进社会经济发展中所具有的价值。
因此,本文以会展旅游为研究对象,运用会展旅游相关理论对广东会展旅游的现状和市场特征进行探讨,尝试给行业管理和企业发展若干启示。
本文运用会展理论和营销理论分析和解决广东会展业的存在问题,具体采用理论研究、对比分析、SWOT法,文献分析及数据资料整理等研究方法。首先论述会展旅游的相关概念,分析会展旅游的内涵、特征,归结会展旅游的功能;接着从分析我国会展旅游发展概貌入手,结合珠三角和长三角的对比,阐明广东发展会展旅游的意义,通过对广东发展会展的SWOT分析从而明晰广东会展业总体特征;从客源来源国际性、客源旅游消费需求高、客源市场需求专业性强等诸方面深入分析广东会展旅游的市场特征;在此基础上,提出广东会展旅游项目开发和推广策略,并进一步从环境管理、品牌管理、区域合作、营销创新以及人才培养方面给广东会展旅游的提出促进性的策略建议。
Since the 1970s, the industry of exhibition in china has come into being and become stronger and stronger from big cities to smaller ones. It increases on an average of nearly 20 percent every year. With the expansion of the scale and the improving of professional venue construction, the industry has become a new bright spot of the development in the national economy, and become truly "smokeless" industry. The tourism and the exhibition industry have close relationship in nature, which has made the exhibition heat in the development of the tourism in our country. To the tourism industry, the exhibition industry is not a mass product, but it is one of the most cost-effective branches of it; to its function, the development of the MICE tourism reflects the value of tourism in the promotion of socio-economic development.
Therefore, this paper is to study MICE Tourism, and discusses the status of Guangdong MICE Tourism and characteristics of the market via tourism-related theory, with the purpose to give the inspirations to regulation of the industry and enterprise development.
This paper uses the Exhibition theory and marketing theory to analyze and solve the problems of Guangdong's exhibition industry by the methods of theoretical research, and comparative analysis, analysis of SWOT, analysis of the references, data analysis. At first, this dissertation discusses the related conception and analyses the connotation, characteristics of MICE Tourism, and summarizes the functions of MICE Tourism. Then from the analysis of the present situation of MICE tourism, by the contrast of the Delta of Pearl River and Yangtze River, the author aims at refining the significance of Guangdong MICE Tourism. By the SWOT analysis of the development of Convention and Exhibition in Guangdong, the author clarities the overall characteristics of it and deep into the analysis of the characteristics of the tourism market in Guangdong MICE from the aspects of international sourced customers, high quality demand from consumers, and professional demand in tourism market. On this basis, the author proposes project of development and promotional strategies in Guangdong MICE Tourism, and further from the environmental management, brand management, regional cooperation, marketing innovation and personnel training to promote advanced strategies and proposes for Guangdong MICE tourism.
因此,本文以会展旅游为研究对象,运用会展旅游相关理论对广东会展旅游的现状和市场特征进行探讨,尝试给行业管理和企业发展若干启示。
本文运用会展理论和营销理论分析和解决广东会展业的存在问题,具体采用理论研究、对比分析、SWOT法,文献分析及数据资料整理等研究方法。首先论述会展旅游的相关概念,分析会展旅游的内涵、特征,归结会展旅游的功能;接着从分析我国会展旅游发展概貌入手,结合珠三角和长三角的对比,阐明广东发展会展旅游的意义,通过对广东发展会展的SWOT分析从而明晰广东会展业总体特征;从客源来源国际性、客源旅游消费需求高、客源市场需求专业性强等诸方面深入分析广东会展旅游的市场特征;在此基础上,提出广东会展旅游项目开发和推广策略,并进一步从环境管理、品牌管理、区域合作、营销创新以及人才培养方面给广东会展旅游的提出促进性的策略建议。
Since the 1970s, the industry of exhibition in china has come into being and become stronger and stronger from big cities to smaller ones. It increases on an average of nearly 20 percent every year. With the expansion of the scale and the improving of professional venue construction, the industry has become a new bright spot of the development in the national economy, and become truly "smokeless" industry. The tourism and the exhibition industry have close relationship in nature, which has made the exhibition heat in the development of the tourism in our country. To the tourism industry, the exhibition industry is not a mass product, but it is one of the most cost-effective branches of it; to its function, the development of the MICE tourism reflects the value of tourism in the promotion of socio-economic development.
Therefore, this paper is to study MICE Tourism, and discusses the status of Guangdong MICE Tourism and characteristics of the market via tourism-related theory, with the purpose to give the inspirations to regulation of the industry and enterprise development.
This paper uses the Exhibition theory and marketing theory to analyze and solve the problems of Guangdong's exhibition industry by the methods of theoretical research, and comparative analysis, analysis of SWOT, analysis of the references, data analysis. At first, this dissertation discusses the related conception and analyses the connotation, characteristics of MICE Tourism, and summarizes the functions of MICE Tourism. Then from the analysis of the present situation of MICE tourism, by the contrast of the Delta of Pearl River and Yangtze River, the author aims at refining the significance of Guangdong MICE Tourism. By the SWOT analysis of the development of Convention and Exhibition in Guangdong, the author clarities the overall characteristics of it and deep into the analysis of the characteristics of the tourism market in Guangdong MICE from the aspects of international sourced customers, high quality demand from consumers, and professional demand in tourism market. On this basis, the author proposes project of development and promotional strategies in Guangdong MICE Tourism, and further from the environmental management, brand management, regional cooperation, marketing innovation and personnel training to promote advanced strategies and proposes for Guangdong MICE tourism.
引文
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[2]李佳沙.中国会展旅游现状、问题与功能研究[J].集团经济研究,2006.
[3]Hall,CM.The Definition and Analysis of Hallmark Tourist Events [J].GeoJournal,1989,19(3):263-268.
[4]Helber,L.(1985)Marketing development strategies for tourist resort development;In tourist resort development:Markets,Plans and impacts,ed.KHollin shekel.Proceedings of conference,the enter for leisure and Tourism Studies,Ku-ring-gai college of Arranged Education,Sydney.
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[6]Mayfield T L,Compton J Lathe status of the marketing concept among festival organizer[J].Journal of Travel Research,1995,33(4):14-22.
[7]Dewar K,Meyer D,Li WM.Harbin,lanterns of ice,sculptures of snow[J].Tourism Management,2001,22(5);523-532.
[8]王春雷.国内会展旅游研究述评.桂林旅游高等专科学校学报,2004.
[9]王保伦.会展旅游发展模式之探讨[J].旅游学刊,2003,10(1);35-38.
[10]魏小安.对中国会展旅游发展的思考[J].旅游学刊--中国会展旅游发展研讨会发言摘要,2002,23(4):13-14.
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[12]赵宁.上海市会展形象的定位与构筑研究[D].上海师范大学,2005.
[13]李云霞.会展业与会展旅游市场开发[J].学术探索,2003,65(5):68-69.
[14]陈鸣.论我国会展旅游的发展[J].商业研究,2006,15.
[15]赵成孝.中国会展产业现状、问题与发展对策[J].中国物价,2003,(2):44-46.
[16]2005年中国宾馆酒店业研究报告[R].2005.
[17]余明阳.品牌学[M].合肥:安徽人民出版社,2002:130-132.
[18]林越英.对中国发展会展旅游的若干问题的探讨[J].旅游学刊,2002, 17(4),19-23.
[19]周春发.会展旅游研究--以苏州为例[D].苏州大学,2002.
[20]何建英.中国会展旅游业运行机制研究[D].广西大学,2003.
[21]谷玉芬.充分发挥政府在发展会展旅游业中的导向作用[J]商业研究,2004,(12).
[22]许懋彦,张音玄,王晓欧.德国大型会展中心选址模式及场馆规划[J].国外规划研究,2003,27:32-48.
[23]戴学锋.中国会展旅游的现状及发展趋势[J].中国网,2002,11.
[24]王洋.旅游学刊编辑部,中国(2002年)会展旅游发展研讨会发言摘要[J].旅游学刊,2002,(4):13.
[25]路红艳.会展旅游,城市经济发展的新亮点.北方经贸,2003,1.
[26]周彬.会展旅游管理[M].华东理工大学出版社,2003.
[27]陈泽炎.浅谈中国民营会展业发展的几个问题[J].中国会展,2004,1.
[28]陈杰.扫描广东会展[J].中国会展,2004,9.
[29]中国旅游统计年鉴2003.
[30]香港统计年鉴数据1999.
[31]卞显红,黄震方.关于发展会展旅游的初步研究--以南京市为例[J].华东经济管理,2001,15(4).
[32]中国旅游总网http://www.ChinaExhibit.net/.
[33]王云龙.会展活动与旅游活动的比较--兼论会展旅游概念的界定[J].旅游学刊,2003,18(5):47-51.
[34]中国旅游网.http://www.cnta.gov.cn.
[35]杨森林.关于旅游产品开发的哲学思辨[J].商业经济与管理,1998(2):52-54.
[36]中国品牌网.http://www.chinapp.com/.
[37]陈文君.广州都市农业旅游深度开发探讨[J].热带地理,2005,3:263-267
[38]应丽君.关于中国会展旅游的思考[J].旅游科学,2003,1:10-11.
[39]王雪华.旅游产品与消费者行为关系简析[J].武汉大学学报(社科版),1997(5):36-38.
[40]吴远明等.会展经济与会展旅游思索[J].昆明冶金高等专科学校学报,2003.3:83-85.
[41]Feng Gangping.Characteristics of Consumption Pioneers of Famous Brands in China---Taking Guangdong Province as an Example.Lan Hua eds.Proceedings of 2005 International Conference on Management Science and Engineering (12th),(Volume Ⅱ),Harbin Institute of Technology Press,2005,P1179-1183
[42]广东统计年鉴2003.
[43]陈玲.发展广东会展业与会展旅游的思考[J].商业经济文荟,2004.
[44]杨亮.会展旅游业的状况分析和策略初探[J].山东经济,2002,112(5):71-75.
[45]林茂.对会展旅游的概念界定问题的再认识[J].乐山师范学院学报,2004,(9):102.
[46]中国会展旅游的现状及发展趋势.http:/八ravel.veryEast.Cn.2006,1.
[47]刘民坤.会展旅游绿色管理研究[D].中南林学院,2005.
[48]冯威.昆明会展旅游品牌研究[D].云南师范大学,2003.
[49]何红丽.上海都市会展旅游发展及国际化进程研究[D].上海师范大学,2004.
[50]毛小岗.武汉会展旅游发展研究[D].武汉大学,2004.
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