基于体验经济的品牌展会塑造
周健华余学志
重庆文理学院旅游学院
Abstract: 体验经济主要侧重于体验者亲身经历和自身感受,是目前较为活跃的一种新型经济形态。近年来国内展会呈现数量多、举办频繁的趋势,但品牌展会却屈指可数,参展商和专业观众在展会中获取的体验感受直接影响展会的品牌发展,因此,品牌展会与体验经济有着内在的联系。通过对品牌展会的内涵和效应分析,以体验经济为视角,可从加强品牌管理意识、展会体验活动创新、展会形象再定位、体验式展会营销四方面来塑造品牌展会。
- DOI:
10.13768/j.cnki.cn11-3793/f.2014.07.060
- Series:
- Subject:
- Classification Code:
F713.83
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