苏州经贸职业技术学院毕业论文论苏州会展品牌的发展DevelopmentofShanghaibrandConventionandExhibition学生姓名：系别：旅游系专业：会展策划与管理年级：11会展31指导教师：中文摘要会展经济的蓬勃发展离不开城市社会经济的进步和管理水平的提高。作为中国会展经济的新兴之地，苏州在实施品牌应对上也应走在全国前列，但目前苏州在城市会展品牌的认识、品牌展览会（会议、节庆活动）培育、行业管理等方面还存在明显的缺陷，产业的整体竞争力不强。了解和分析苏州的会展品牌发展现状，是建立完善的会展品牌体系、打造一批具有国际竞争力会展品牌项目、促进苏州会展业新一轮发展所要面对的前提。本文从释义会展品牌出发，介绍了苏州国际旅游交易博览会的发展现状及存在的问题，并且进行了深刻的分析，旨在为进一步推动苏州国际旅游交易博览会的品牌化发展提供参考价值。关键词苏州；会展品牌；旅博会；问题；应对措施AbstractThedevelopmentofexhibitioneconomycannotdowithoutthecitysocialeconomyprogressandimprovethemanagementlevel.AsChinaexhibitioneconomyleading,Shanghaiintheimplementationofbrandshouldalsobeattheforefrontofthecountry,butatpresentSuzhoucityexhibitionbrand,inthebrandexhibition(meetings,festivals)obviousdeficienciescultivation,industrymanagement,theoverallindustrialcompetitivenessisnotstrong.UnderstandingandanalysisofexhibitionbranddevelopmentinSuzhou,istheestablishmentandperfectionoftheconventionandexhibitionindustrybrandsystem,buildabatchofinternationallycompetitivebrandexhibitionprojects,promotinganewroundofdevelopmentofSuzhouexhibitionindustrytofacethepremise.Thispaperfromthedefinitionoftheexhibitionbrand,introducedthedevelopmentstatusofSuzhouInternationalTourismtrade,andin-depthanalysis,inordertoprovideafurtherpromotebranddevelopmentofSuzhouInternationalTourismExposition.KeywordsSuzhou；Brandexhibition；TheFirstSuzhouInternationalTourismExposition；Problems；Responsemeasures目录TOC\o"1-3"\h\z\uHYPERLINK\l"_Toc386971855"前言PAGEREF_Toc386971855\h1HYPERLINK\l"_Toc386971856"1苏州会展品牌的发展现状PAGEREF_Toc386971856\h2HYPERLINK\l"_Toc386971857"1.1会展品牌释义PAGEREF_Toc386971857\h2HYPERLINK\l"_Toc386971858"1．2苏州会展品牌成功案例------世博会的品牌化发展PAGEREF_Toc386971858\h2HYPERLINK\l"_Toc386971859"2苏州会展品牌发展中存在的问题PAGEREF_Toc386971859\h3HYPERLINK\l"_Toc386971860"2.1忽视会展品牌定位，缺乏良好的品牌形象3HYPERLINK\l"_Toc386971861"2.2会展品牌的整体促销不够3HYPERLINK\l"_Toc386971862"2.3国际化展览公司刚刚起步，缺乏品牌会展企业3HY