展览会除了本身是一种**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(buyerseller 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**。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。

见附件PDF文件

第1章展览会及全球展览业发展
Chapter 1Exhibition and the development of global exhibition industry**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**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**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
Onsite management during exhibiting第四节展后工作/70
Postshow work
75
目录 第4章展前客户邀请与宣传
Chapter 4Preshow clients invitation and publicity**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
Preshow publicity plan
103
第5章展台设计与搭建
Chapter 5Booth design and layout**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**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**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?**节现场观众接待的主要内容/189
The main content of onsite 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**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 10Onsite Management**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**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
Onsite devices and appliances leasing第四节开展后的后勤服务/278
Onsite logistics management
285
第12章展后客户分析与跟进
Chapter 12Customers analysis and followup atfer the exhibition**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 followup and technical innovation第三节顾客跟进的阶段与策略/297
Stages and strategy of customer followup
307
第13章参展效果评估
Chapter 13The exhibiting effects assessment**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
Costbenefit 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**阅读
Reading Recommendation
335
参考文献
References

适读人群 :会展企业,会展专业学生。
本书既可作为会展专业学生的教材,也可作为广大企业参展工作人员的指南。通过阅读本书,读者将对企业参展流程及常用技巧有一个全面的认识。综观全书,《参展管理:从战略到评估》具有以下三大特色。第yi,本书zui大的亮点是站在企业整合营销战略的高度并按照基本的参展流程来组织编写,这也是本书的主线。第二,本书追求理论和实践的有机结合。第三,为了让广大国内企业的参展工作人员和会展专业的学生开阔视野,本书还穿插了大量国外的成功经验和案例。