会展业作为新兴的第三产业蓬勃发展,已经成为世界经济的重要组成部分。 与传统产业相比,会展业有许多突出优势,如高效益、无污染、拉动经济能力强、 社会影响力巨大等等。为响应澜湄合作机制，D 公司发起举办澜湄合作博览会。 展会采用政府引导，市场化运作的运营方法，目前遇到了招展困难等现象。本文 以澜湄合作博览会为研究对象，从展会促销这一方向展开研究，以目标营销战略 理论和促销理论为理论基础，并通过访谈调查发现提炼展会在目标营销战略上定 位不清晰和促销策略方面存在的诸多问题，结合内外部调查获取的行业数据、展 会数据作为数据基础，然后采用 PEST 分析、SWOT 分析等工具解析了澜湄合作 博览会的内外环境，并对竞争对手和客户需求进行分析。 最后结合理论与实际工作为 D 公司澜湄合作博览会制定了针对澜湄国家打 造专注于澜湄区域的以进口为特色的专业展会及投资洽谈和成果展示平台的目 标营销战略，并从公共关系，人员促销，销售促进，和广告四个方面提出针对性 展会促销策略：1）加强与澜湄国家政府商协会和媒体的关系，有针对性地在目 标市场举办新闻发布会、推介会。2）建立公司内部营销和目标市场的契约性销 售团队，引进会展人才，加强培训和建立合适的激励政策。3）贯彻执行合理的 价格促销策略，奖励招揽专业观众的展商和老客户，将参展商的会期促销与展会 促销宣传相结合。4）利用新媒体、展馆优势有针对性的规划招展招商广告，建 立目标展商和观众数据库，完善澜湄展的官方网站和自有的社交媒体。 关键词：澜湄合作博览会；目标营销战略；促销策略昆明理工大学 MBA 学位论文 D 公司澜湄合作博览会促销策略研究 II Abstract As an emerging tertiary industry, MICE industry has been developing vigorously and has become an important part of the world economy. Compared with the traditional industry, the exhibition industry has many outstanding advantages, such as high efficiency, no pollution, strong ability to stimulate the economy, huge social influence and so on. In response to the Lancang Mekong cooperation mechanism, company D initiated the Lancang Mekong cooperation Expo. The exhibition adopts the operation method of government guidance and market-oriented operation. At present, it is difficult to recruit exhibition. This paper takes the Lancang Mekong Cooperation Expo as the research object, carries out the research from the exhibition promotion direction. I use the target marketing strategy theory and the promotion theory as the theoretical foundation. Through the interview investigation, I find out that the exhibition has many problems in promotion strategy and the positioning of the exhibition in the target marketing strategy is not clear. The industry data and exhibition data obtained from internal and external surveys are the data basis of this paper. Then, PEST analysis, SWOT analysis and other tools are used to analyze the internal and external environment of the Lancang Mekong Cooperation Expo, and the needs of competitors and customers are analyzed. Finally, combined with the theoretical and practical work, the target marketing strategy of D company's Lancang Mekong Cooperation Expo is formulated to create a professional exhibition with import characteristics focusing on the Lancang Mekong region and a platform of investment and achievements, and puts forward the targeted exhibition promotion strategies with four aspects of public relations, personnel promotion, sales promotion and advertising: 1) strengthen the relationship with the government, business associations and media of the Lancang Mekong countries, to hold press conferences and promotion meetings in target markets. 2) Establish a contractual sales team for target market and build the internal marketing system inside company D, recruit exhibition talents, strengthen training and establish appropriate incentive policies. 3) Reasonable price promotion and promotion strategy of昆明理工大学 MBA 学位论文 D 公司澜湄合作博览会促销策略研究 III exhibitors will be implemented, and we need to reward the regular customers and exhibitors who attract professional visitors, we also need to combine the exhibitiors’ promotion with the exhibition promotion 4) We should make use of the advantages of new media and exhibition halls to plan the advertisements, establish a database of target exhibitors and visitors, and improve the official website and the projects’ social media. Key Words: Lancang Mekong Cooperation Expo; target marketing strategy; promotion strategy昆明理工大学 MBA 学位论文 D 公司澜湄合作博览会促销策略研究 i 目 录 摘要.............................................................................................................................. I ABSTRACT..................................................................................................................II 第一章 绪论............................................................................................... 1 1.1 研究背景和意义................................................................................1 1.2 研究思路和方法................................................................................1 1.3 研究的主要内容................................................................................2 第二章 营销管理相关理论和研究综述...................................................3 2.1 目标营销战略(STP)..........................................................................3 2.1.1 市场细分.....................................................................................3 2.1.2 目标市场的选择.........................................................................4 2.1.3 市场定位.....................................................................................4 2.2 促销策略理论....................................................................................5 2.2.1 促销组合.....................................................................................5 2.2.2 促销工具.....................................................................................5 2.3 会展营销理论与方法........................................................................7 2.3.1 会展概念.....................................................................................7 2.3.2 会展市场营销.............................................................................8 2.4 国际营销..........................................................................................10 2.5 国内外研究现状..............................................................................10 2.5.1 国外研究现状............................................................................10 2.5.2 国内研究现状...........................................................................11 第三章 D 公司澜湄合作博览会促销现状和促销中存在的问题........13 3.1 D 公司概况...................................................................................... 13 3.2 澜湄合作博览会及其定位简介.....................................................14 3.3 D 公司澜湄合作博览会促销现状..................................................16 3.3.1 展会概况....................................................................................16昆明理工大学 MBA 学位论文 D 公司澜湄合作博览会促销策略研究 ii 3.3.2 公共关系....................................................................................17 3.3.3 人员促销....................................................................................19 3.3.4 销售促销...................................................................................20 3.3.5 广告...........................................................................................20 3.4 D 公司澜湄合作博览会促销中存在的问题分析..........................20 3.4.1 访谈调查...................................................................................20 3.4.2 公共关系方面的问题...............................................................22 3.4.3 人员促销方面的问题...............................................................23 3.4.4 销售促销方面的问题...............................................................24 3.4.5 广告方面的问题.......................................................................24 第四章 D 公司澜湄合作博览会市场营销环境分析.............................27 4.1 D 公司澜湄合作博览会营销环境分析（PEST、SWOT）.........27 4.1