数字化转型背景下浙江省会展业高质量发展的模式与路径研究

Models and Pathways of High-Quality Development of Zhejiang’s Exhibition Industry under Digital Transformation

摘要: 数字化转型已成为推动会展业高质量发展的关键驱动力。本文以浙江省会展业为研究对象，采用案例驱动的多案例比较研究方法，选取杭州大会展中心、全球数字贸易博览会、中国机器人峰会、义乌国际博览会四个典型案例进行深度剖析，在此基础上提炼出数实融合、品牌化运作、“数字会展 + 特色产业”协同三种发展模式，并系统分析了上述模式形成的动力机制。研究表明，浙江会展业的数字化转型呈现出“技术嵌入–场景创新–生态重构”的递进路径，政策引导、市场需求、技术创新与产业协同构成了转型的复合动力体系。在此基础上，本文从技术赋能、产业融合、制度与生态路径等三个维度提出了创新路径与对策建议，以期为区域会展业高质量发展提供理论参照与实践借鉴。

Abstract: Digital transformation has become a key driving force for promoting the high-quality development of the exhibition industry. Taking the exhibition industry of Zhejiang Province as the research object, this paper adopts a case-driven multiple-case comparative research method and selects four typical cases for in-depth analysis, namely the Hangzhou Grand Convention and Exhibition Center, the Global Digital Trade Expo, the China Robot Summit, and the China Yiwu International Commodities Fair. On this basis, three development models are distilled: the integration of digital and physical operations, brand-oriented operation, and the synergy between “digital exhibitions and characteristic industries”. The paper further systematically analyzes the driving mechanisms underlying the formation of these models. The findings reveal that the digital transformation of Zhejiang’s exhibition industry follows a progressive path from “technology embedding to scenario innovation and then to ecosystem reconstruction”, and that policy guidance, market demand, technological innovation, and industrial synergy together constitute a composite driving system for the transformation. Accordingly, this paper proposes innovative pathways and countermeasures from three dimensions, namely technology empowerment, industrial integration, and institutional and ecological development, with a view to providing theoretical reference and practical guidance for the high-quality development of regional exhibition industries.