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教师服务直通车
- 参展管理：从战略到评估
- 作者：王春雷
- 策划编辑：李欢
- ISBN：978-7-5680-2141-8
- 图书开本：16
- 出版日期：2026-04-16
- 定价：57.80元
- 所属丛书：普通高等学校“十五五”规划旅游管理类精品教材
图书简介
展览会除了本身是一种高效率的营销方式外，还为参展企业提供了集中运用多种营销手段的可能，进而将营销和销售结合在一起，因而从理论上讲，参展比一系列的单独销售手段更加有效。而且，作为商务活动的重要类型，展览会和其他买家卖家活动(buyerseller events)之间的差异越来越难以区分。 本书站在企业整合营销战略的高度，并按基本的参展流程来组织编写。首先，本书从展览会的功能、企业整合营销战略与参展的关系、参展与公司活动的区别以及企业参展的一般流程入手，分展前准备(before the exhibition)、展中管理(at the exhibition)和展后跟进(after the exhibition)三个阶段，介绍了各个阶段的工作重点。其次，本书追求理论和实践的有机结合，全书穿插了大量补充阅读、经典实例和案例分析，以帮助读者理解和巩固书中的知识点。
书籍目录
第1章展览会及全球展览业发展
Chapter 1Exhibition and the development of global exhibition industry第一节认识展览会的功能/3
Identifying the functions of exhibitions第二节展览业发展的趋势/8
Future trends of exhibition industry第三节企业参展的变化趋势及其对展览业的影响/12
Evolving exhibitor trends and the impacts on exhibition organizers
21
第2章成功参展的基础
Chapter 2The basis of successful participation in exhibitions第一节企业整合营销战略与参展/23
Enterprises’ integrated marketing strategy and participation in exhibitions第二节参展与其他营销活动/26
Exhibiting and other types of marketing events第三节参展成功和失败的主要原因/29
Main causes of success and failure during exhibiting
41
第3章参展工作流程：从目标出发
Chapter 3The process of participation in exhibitions：Starting from the objectives第一节参展的一般流程/43
The basic process of participation in exhibitions第二节展前准备/45
The preparation for participation in exhibitions第三节现场管理/63
Onsite management during exhibiting第四节展后工作/70
Postshow work
75
目录 第4章展前客户邀请与宣传
Chapter 4Preshow clients invitation and publicity第一节客户的界定/77
Defining the clients during exhibiting第二节确定参展目标/83
Setting the objectives of exhibiting第三节常用的观众邀请方式/88
Commonly used ways of clients invitation第四节展前宣传活动/92
Preshow publicity plan
103
第5章展台设计与搭建
Chapter 5Booth design and layout第一节展台基础知识/105
Basic knowledge about booth第二节展台设计与搭建的工作流程/119
The work flow of booth design and setting up第三节展台设计与搭建的相关规则/129
The regulations of booth design and setting up
141
第6章展品的选择与物流
Chapter 6The choice and logistics of exhibits第一节展品的选择与包装/143
The choice and packaging of exhibits第二节展品运输/148
Exhibits Shipment第三节展品进出馆安排/156
The exhibits’ moving in and out management
169
第7章参展人员的遴选与培训
Chapter 7The selection and training of exhibiting staffs第一节参展人员的分类与职责/171
Categories and duty of exhibiting staffs第二节确定参展人员/175
Selection of exhibiting staffs第三节参展人员培训的形式/178
Common forms of exhibiting staffs training第四节参展人员培训的主要内容/180
Main content of exhibiting staffs training
187
第8章吸引和接待观众
Chapter 8How to attract and receive attendees on site?第一节现场观众接待的主要内容/189
The main content of onsite attendees reception第二节吸引观众的常用方法/192
The commonly used methods to attract attendees第三节如何与观众有效沟通/197
Effective communication with the attendees第四节潜在客户评估/201
Evaluation on potential customers
207
第9章市场情报管理
Chapter 9Market intelligence management第一节观察竞争对手/209
Observe the competitors on site第二节参加专业会议/216
Participation in professional conferences第三节参与客户交流活动/218
To participate in the activities of communication with customers第四节知识产权保护/222
Protection of intellectual property
235
第10章现场活动管理
Chapter 10Onsite Management第一节产品演示/237
Product demonstration第二节新闻发布会/240
Press conference第三节产品发布会/243
New products launching第四节文娱表演/248
Floor show and performances第五节招待会/251
Reception
259
第11章参展后勤管理
Chapter 11Logistics management during exhibiting第一节参展人员的差旅服务/261
Travel services for exhibiting staffs第二节文印和财务管理/266
Printing and financial management第三节现场设备、展具租赁/273
Onsite devices and appliances leasing第四节开展后的后勤服务/278
Onsite logistics management
285
第12章展后客户分析与跟进
Chapter 12Customers analysis and followup atfer the exhibition第一节展后客户资料的整理与分析/287
Customer data collection and analysis第二节常用的客户跟进方式与技术创新/293
Commonly used ways of customers followup and technical innovation第三节顾客跟进的阶段与策略/297
Stages and strategy of customer followup
307
第13章参展效果评估
Chapter 13The exhibiting effects assessment第一节参展表现评价/309
Evaluation on the performance of participation in exhibition第二节成本收益分析/315
Costbenefit analysis第三节企业参展效果的优化/320
How to improve ROI of exhibiting第四节撰写参展工作报告/323
Writing work report after the exhibition第五节新的开始/327
New start
333
本课程推荐阅读
Reading Recommendation
335
参考文献
References
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