探析会展企业数字营销的传播策略

The Analysis of the Digital Marketing Communication Strategy of Exhibition Enterprises

摘要: 随着我国旅游产业国际化、信息化、综合化、关联化、竞争激烈化等特征的显现，我国会展产业也迎来了新的机遇。尤其是信息化发展给会展企业营销活动创造了新的条件，数字营销在会展企业中受到关注和应用。本文基于数字营销的基本特性，分析了会展企业数字化营销的现状与困境，提出网络化信息时代会展数字营销传播新策略，这对会展企业更好地开拓市场，创造顾客价值，推动展会国际化进程具有重要意义。

Abstract: Along with internationalization and informatization, China’s tourism industry becomes more inte-grated, relational and competitive. At the same time, our exhibition industry welcomed a new opportunity. Especially the informatization development creates new conditions to the exhibition marketing activities. The digital marketing gets great concern and application in the exhibition business. Based on the basic character-istics of digital marketing，this paper analyses exhibition enterprise digital marketing situation and predica-ment. It also proposes new exhibition digital marketing communications strategy in the network information age. The new strategy helps the exhibition enterprises to a better marketing and customer value. It is mean-ingful of promoting the exhibition internationalization.