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Research into the Brand of Convention and Exhibition under the Field of Public Relations

Author: YangZhiHui
Tutor: HuangYiNong
School: Hunan Normal University
Course: Tourism Management
Keywords: Public Relations Perspective Exhibition Brand
CLC: F713.83
Type: Master's thesis
Year: 2006
Downloads: 927
Quote: 1
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Abstract


MICE industry as a high- income , high profit emerging industry , because of its powerful effects of radiation , and known as the \attention. With the the exhibition economy continues to heat up , the development of the exhibition industry has been growth in the number of type to the development of quality growth . The face of the WTO brought foreign convention shocks and domestic MICE market gradually matured the situation , the development of brand exhibition has become a strategic task in many cities in the development of exhibition economy , improve the MICE market competitiveness . However, the current status quo of China's exhibition was worrying. Exhibition dime a dozen , but the lack of a truly valuable brand exhibition . In fact, some of exhibition brand , but generally weak foundation truly few exhibition competition with international brands . The reason is the lack of a clear understanding of the public relations of the Convention and Exhibition , leading to a lack of scientific exhibition brand positioning , shaping , management . Exhibition brand positioning in the public relations field of vision down , shaping the exhibition brand management exhibition brand has become a top priority . The study is divided into five parts . The first part is to ask questions , Review of the existing literature and research significance and research innovations , pave the way for the commencement of the study made ??. The second part of the existing MICE brand concept to discriminate on the basis of re- MICE brand concept and content of the field of view of the public relations were defined and Discrimination . The third part of the in -depth analysis of the current situation of China's exhibition brand public relations perspective , that cause problems due to the lack of public relations management functions . Section IV presents the the exhibition brand strategy Perspective of Public Relations for the process to import the public relations awareness , positioning exhibition brand , shaping the exhibition brand management Exhibition brand . Part V of Hunan Agricultural Fair , for example empirical analysis .

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