高人请进 高人请进!
\u9ad8\u4eba\u8bf7\u8fdb\u3000\u3000The meeting exhibition industry is the generic name of meeting industry and exhibition industry, belonging to servicing business, then pass to hold a multiform meeting and exhibit, include large and international exposition exposition, commodity fair, sports games and canvass business meeting, economic seminar etc., draw on a great deal of business guest and visitor, promote the product market expand, technique and the information exchanges, foreign trade and tour make sight-seeing trip, and with this development which arouses many related industries, such as transportation, accommodation and business, dining, shopping...etc., and is called "have no smoke industry".According to research, in the world the first sample exposition in 19 centuries, the \u83b1 of end at Germany holds than the tin.The meeting exhibition leads the development of more than a centuries already, it form, contents, function with held ways to all took place huge variety, meeting the exhibition has already expressed to a kind of economic form, becoming economic structure in all countries in indispensability of constitute part.
\u3000\u3000Meeting exhibition industry is high income, high win benefit of industry, its profits is about 20% to 25%.And, the meeting exhibition activity opens an exhibition to develop to the social economy, the cultural interaction have a huge function.
\u3000\u3000[One] spread an information, knowledge, idea, promote the economy trade, communication the function of[with] exchanges.Meeting the exhibition industry belong to servicing business, having the total of servicing business, it is and business enterprise of business enterprise and consumer, public of of lie in a valid business terrace and exchanges, but in the meantime it again differ from an other service profession, have the character of oneself, the business enterprise passes to attend meeting the exhibition carry on new technique, product expansion, can have dissemination information, knowledge, idea, promote the economy trade, communication the function of[with] exchanges, can bring considerable economic performance and set up brand image for the business enterprise in the meantime, having the other service mediumses can't compare to of superiority.
\u3000\u3000[Two] the exaltation sponsor city popularity and arouse the function of economic development in the place.The international conference of the fact last time or exposition not only bring considerable economic performance, but also can bring the social performance that can't quote, these social performances have plenty of to get instant results of, but more change and influence imperceptibly and produce result gradually.The meeting exhibition activity's opening an exhibition can raise to sponsor city popularity, drawing on more investments thus, arousing place economy a development.Hold successfully in Shanghai such as the wealth forum and the APEC meeting, promoted the international popularity of Shanghai emolliently, and expanded Shanghai as the position of international finance and company \u8d38 center, aroused above sea for center of delta region in Yangtze River of economic develop.
\u3000\u3000[Three] arouse the function that the related industry develops.Every time meeting or exhibit of hold will draw on a great deal of business guest and visitor, then will arouse transportation, travel by all means, dining grade the development of three industries.And the meeting exhibition industry continue to develop, will make exhibition, meeting field the amount of the building increase, speeding the direct devotion to the infrastructure thus, arousing the development of the first and twoth industrieses.According to measure to calculate, meeting exhibition industry of biggest arouse coefficient to 1:9, if meeting exhibition field the income of the building is 1, so the social income of related profession aroused then 9.
\u3000\u3000[Four] increase a great deal of function of employment opportunities.Because China is a labor force is abundant, the resources opposite missing nation.In the reform liberal 20 years, the third industry absorbed a great deal of labor force, creating not a few employment opportunities, developing to the social economy and the social stability have meeting the development of the exhibition industry will arouse the synchronous development of related industries, such as transportation, tour and dining, infrastructure...etc., there is huge function.But the development of these professions is a great deal of to increment social employment the post will have aggressive function, if Peking states \u5965 success, will educate more than million employment opportunities.At China, although the meeting exhibition industry is a newly arisen service industry, the social economic performance of what it bring and create the function of employment opportunities but is huge.
\u3000\u3000Displaying the space is a public space of opposite closing, meaning system in the leading of the top and market inner part of a certain degree some similar, is also an important and public person to flow space.Is particularly some large nations, domestic trade exhibition meeting, with city environmental of the relation is very and close, its demonstration sense of vision field want compare exhibition of the scope want to be big of many, usually want to receive in limited time count 100,000 come from domestic and international audience.Display environmental contact noodles very widely, the language of personnel's communicates not all very flowing freely, so need to be worked well inside related district of designation marking, exhibition and neighborhood region of designation marking, exhibition inner part of various marking, with valid of leading visit the person flow, so display environment of the designation system is a kind of marking system which has equal meaning.
\u3000\u3000Style and art personal status that the designation system body of demonstration exhibits now, the leading audience of ability science, mold demonstration atmosphere, body now business enterprise image, attraction sense of vision attention, have reason nodose launch important means of displaying the contents.Make use of different designation system a method according to the dissimilarity of demonstration property, the whole scale of exhibition, structure method, visit method, visit route.Each main contents of exhibition building, introduction etc. of each exhibition article the marking gives visit in the designation the system, this will be good for exhibitting a contents to launch with dissemination.
\u3000\u3000Join the exhibition a business enterprise to value oneself image to mold very to some trade exhibitions, the marking of business enterprise wants at on display get to present well, will give high value to the design of marking, make each exhibition in various way marking many angles present.
\u3000\u3000The leading marking which displays demonstration environment mainly includes:
\u3000\u3000(1)Exhibition building outside the exhibition information of the environment marking, include exhibition information ensign, exhibit an information advertisement, exhibit an information to recruit to stick.These markings are canning provide an exhibition information the place of the service, indicating time, location of exhibition, transportation etc., make while citizen are acquiring an exhibition information, also get the path and the method of visit exhibition.
\u3000\u3000(2)Exhibit region transportation in the neighborhood designation marking, include the leading marking of the vehicle of exhibitting the main transportation exit and entrance, park the car area marking, rent car \u4faf a guest area marking, the discrepancy transportation in the neighborhood region, the logistics discharge area information indicates etc..Marking and management contain view, these marking is promise the exhibition goes on wheel of valid measure, make exhibition always place and 1 kind contain preface appearance.
\u3000\u3000(3)Committee affairs marking.Include a group reception.Box office, consultation service, exhibit information and information to release a service, exhibit safety and order of sequence to manage a service etc. service, exhibition period of meeting business, the exhibition creates and processes a service, logistics service, business service etc. directions marking.
\u3000\u3000(4)Exhibit visit of leading marking, include exhibit the district distribute flat surface designation, dividing exhibition building marking, dividing exhibition building flat surface designation, exit and entrance designation visit instruction public notice, the special subject public lecturer waits related marking etc..
\u3000\u3000(5)The exhibition area marking and exhibition marking, include exhibition area, exhibition mark number, the exhibition area exhibition guides marking, joining the exhibition built-up property and brand marking etc., and business enterprise brand and marking name.This is also the business enterprise to mold oneself image of a kind of diligent, can appear brand marking and business enterprise name diversifiedly in an exhibition.
\u3000\u3000(6)Special service marking, include a reception, search, the disable and sick person serves, the network serves, the fire fight waits related information marking.
\u3000\u3000(7)Warnning marking with announce marking, include the marking norm of visit behavior, if the hygiene in the public place requests, forbiding to clamor and no smoking, forbid to gather many cause trouble, forbid illegal peddle a product etc. marking with relevant public notice.
\u5c0f\u5f1f\u6211\u5c31\u662f\u90a3\u4e2a\u82f1\u4fca\u6f47\u6d12\u3001\u98ce\u6d41\u501c\u50a5\u3001\u7389\u6811\u4e34\u98ce\u3001\u5e74\u5c11\u591a\u91d1\u3001\u795e\u52c7\u5a01\u6b66\u3001\u5929\u4e0b\u65e0\u654c\u3001\u5b87\u5b99\u7b2c\u4e00\u3001\u5bc2\u5bde\u9ad8\u624b\u3001\u5200\u67aa\u4e0d\u5165\u3001\u7389\u9762\u90ce\u541b\u3001\u4ec1\u8005\u65e0\u654c\u3001\u52c7\u8005\u65e0\u60e7\u3001\u91d1\u521a\u4e0d\u574f\u3001\u82f1\u660e\u795e\u6b66\u3001\u4fa0\u4e49\u975e\u51e1\u3001\u4e49\u8584\u4e91\u5929\u3001\u53e4\u5f80\u4eca\u6765\u3001\u65e0\u4e0e\u4f26\u6bd4\u3001\u8c26\u865a\u597d\u5b66\u3001\u4e0d\u803b\u4e0b\u95ee\u3001\u806a\u660e\u4f36\u4fd0\u3001\u6d3b\u6cfc\u53ef\u7231\u3001\u5f85\u53cb\u70ed\u60c5\u3001\u518d\u6240\u4e0d\u8f9e\u3001\u4e24\u808b\u63d2\u5200\u3001\u67aa\u6797\u5f39\u96e8\u3001\u52c7\u5f80\u76f4\u524d\u3001\u6177\u6168\u5927\u65b9\uff0c\u5934\u8111\u7cbe\u660e\u3001\u767e\u6298\u4e0d\u9976\u3001\u767e\u6253\u4e0d\u6b7b\u3001\u4fa0\u4e2d\u8c6a\u6770\u3001\u4eba\u4e2d\u9f99\u51e4\u3001\u6709\u60c5\u6709\u4e49\u3001\u6709\u80c6\u6709\u8272\u3001\u4e3e\u4e16\u65e0\u53cc\u3001\u4eba\u4e4b\u8868\u7387\u3001\u8bda\u5b9e\u53ef\u4fe1\u3001\u8c08\u5410\u5927\u65b9\u3001\u98ce\u5ea6\u7fe9\u7fe9\u3001\u6c14\u52bf\u51cc\u4eba\u3001\u6c14\u8d28\u9ad8\u8d35\u3001\u5355\u8eab\u8d35\u65cf\u3001\u8c8c\u8d5b\u6f58\u5b89\u3001\u667a\u80dc\u5b54\u660e\u3001\u52c7\u6bd4\u5b50\u9f99\u3001\u4e49\u8d85\u5173\u7fbd\u3001\u5de7\u8d8a\u9c81\u73ed\u3001\u81f3\u5c0a\u81f3\u5723\u3001\u81f3\u9ad8\u65e0\u4e0a\u3001\u534e\u4e3d\u7eda\u70c2\u3001\u82f1\u52c7\u65e0\u6bd4\u3001\u9053\u5fb7\u699c\u6837\u3001\u5343\u676f\u4e0d\u9189\u3001\u5750\u6000\u4e0d\u4e71\u3001\u77e5\u8bc6\u6e0a\u535a\uff0c\u94f2\u5978\u9664\u6076\uff0c\u505a\u597d\u4e8b\u4e0d\u7559\u540d\uff0c\u7ecf\u5e38\u5728\u89c2\u524d\u8857\u53e3\u5f3a\u884c\u6276\u4e0d\u60f3\u8fc7\u9a6c\u8def\u7684\u8001\u5976\u5976\u8fc7\u9a6c\u8def\u7684\u82f1\u4fca\u5c11\u5e74\u5c0f\u5f3a\uff01
4P组合，即产品（Product）、价格（Price）、渠道（Place)以舒尔兹教授为首的一批营销学者提出了4C的市场营销理论，即消费者的需求和欲望（Consumer's wants and needs）、成本（Cost）、便利（Convenience）和沟通（Communication）。
传统营销的好处：
1、因为传统，所以在表现形式上更能为大众所接受
2、因为传统，所以在操作过程中更容易上手和控制
3、因为传统，所以理论对其支持的力度更大，研究也更透彻。
传统营销的弊端：
1、因为传统，所以同质率搞，对大众的吸引力较低
2、传统营销成本高，日益增长的电视广告费用就是明证
3、因为传统，所以操作过程比较死板，缺乏足够的弹性
4、因为研究比较透彻，所以营销方式缺乏保护，很容易被他人复制
网络营销首先是市场营销的INTERNET替代了报刊、邮件、电话、电视等中介媒体，其实质是利用Internet对产品的售前、售中、售后各环节进行跟踪服务，它自始至终贯穿在企业经营全过程，包括寻找新客户、服务老客户，是企业以现代营销理论为基础，利用Internet技术和功能，最大限度地满足客户需求，以达到开拓市场、增加盈利为目标的经营过程。它是直接市场营销的最新形式，是由Intern客户、市场调查、客户分析、产品开发、销售策略、反馈信息等环节。
网络营销只是电子商务的基础。电子商务是利用Internet进行的各种商务活动的总和，必须解决与之相关的法律、安全、技术、认证、支付和配送等问题。而这些问题中的有些Internet在中国发展的瓶颈问题，而网络营销则对之需求不高，因此发展网络营销不存在障碍。国际上实施网络营销有许多成功的范例，一些知名的企业都建有自己的网站，这些网站以自己各具特色的站点结构和功能设置、鲜明的主体立意和网页创意开展网络营销活动，给这些企业带来了巨大的财富。如耐克公司（www.nike.com）将企业定位于全球体育事业，以鲜明的形象、精良的产品和巨额资金熔铸在体坛明星上，再利用乔丹等英雄们的光环效应为其品牌升值，产品获得不尽的市场扩张能力，品牌价值一再飙升，其营业增幅超过微软等高科技新贵。
对于食品行业这个特定的产业来说，由于其本身的特殊性和重要性，仅有企业自身的网站对于网络营销来讲，必须借助行业特定的力量，如行业网站等。
网络营销：认清几个概念
Internet带来的不仅是一场信息革命，更重要的是它将引起人类经济活动方式的深刻变革。我国的网民人数正以每半年就翻一翻的速度急剧增长，截止1999年底上网人数已达890万。随着上网人数与网上交易的急速增加，互联网正在成为一个真正的全球的"新兴市潮。在世界经济多极化、区域化、一体化和国际贸易自由化的今天，任何公司想在激烈竞争的市场中形成并保持其竞争优势，都不得不加入Internet.而随着网络技术和电子商务的发展，其对传统的企业的组织形式、管理模式、经营方式和营销观念等方面都提出了有力的挑战。虽然在网络中有许多不确定的因素，但是企业界与学界都承认网络营销将会是未来网络经济中最具潜力，更有广泛适用性的发展方向。本文选择了网络营销中几个主要的概念进行介绍，希望读者能从这些概念中对网络营销有一个整体的认识。
一、网络营销
市场营销作为一门学科，于20世纪初诞生于美国，它经历了以生产为导向的营销观念、以产品为导向的营销观念、推销观念、以市场为导向的营销观念以及社会营销观念等五个阶段。近年来，营销理论又有了较大的发展，这主要表现在随着互联网的普及，使得市场营销环境有了根本性的改变，从而对市场营销策略和理念产生了巨大的冲击。作为一种全新的信息沟通与产品销售渠道，互联网改变了企业所面对的用户和消费者、虚拟市场的空间以及竞争对手，企业将在一个全新的营销环境下生存。菲利普。科特勒将营销定义为"个人和集体通过创造、提供并同他人交换产品价值，以获得其所需所欲物的一种社会和管理过程".也就是说，营销是以满足人类各种需要和欲望为目的，通过市场变潜在交换为现实交换的活动总称。而网络营销（Cybermarketing）是指借助于互联网络、电脑通信技术和数字交互式媒体来实现营销目标的一种营销方式。从这两个定义来看，网络营销与传统的市场营销并没有根本的区别，它们都要实现其营销的目标，即将潜在的交换转化为现实的交换。
二、网络市场调研
市场调研是指以科学的方法，系统地、有目的地收集、整理、分析和研究所有与市场有关的信息，特别是有关消费者的需求、购买动机和购买行为等方面的市场信息，从而提出解决问题的建议，以作为营销决策的基矗传统的市场调研一方面要投入大量的人力物力，如果调研面较小，则不足以全面掌握市场信息，而调研面较大，则时间周期长，调研费用大；另一方面，在传统的市场调研中，被调查者始终处于被动地位，企业不可能针对不同的消费者提供不同的调查问卷，而针对企业的调查，消费者一般也不予以反应和回复。
与传统的市场调研相比，网络市场调研虽然也存在这样那样的问题，但其优势也是非常突出的，主要表现在以下几个方面：一是它的互动性，这种互动不仅表现在消费者对现有产品的发表意见和建议，更表现在消费者对尚处于概念阶段产品的参与，这种参与将能够使企业更好地了解市场的需求，而且可以洞察市场的潜在需求；二是网络调研的及时性，网络的传输速度快，一方面调研的信息传递到用户的速度加快，另一方面用户向调研者的信息传递速度也加快了，这就保证了市场调研的及时性；三是网络调研的便捷性和经济性，无论是对调查者还是被调查者，网络调查其便捷性都是非常明显的。调研者只要在其站点上发布其调查问卷，而且在整个调查过程中，调研者还可以对问卷进行及时修改和补充，而被调查者只要有一台计算机、一个MODEM、一部电话就可以快速方便地反馈其意见。同时，对于反馈的数据，调查者也可以快速便捷地进行整理和分析，因为反馈的数据可以直接形成数据库。这种方便性和快捷性大大地降低发市场调研的人力和物力耗费。
三、4C与网络整合营销
传统的市场营销策略是由迈卡锡教授提出的4P组合，即产品（Product）、价格（Price）、渠道（Place）和促进（Promotion）。这种理论的出发点是企业的利润，而没有将顾客的需求放到与企业的利润同等重要的地位上来。而网络的互动性使得顾客能够真正参与整个营销过程，而且其参与的主动性和选择的主动性都得到加强。这就决定了网络营销首先要求把顾客整合到整个营销过程中来，从他们的需求出发开始整个营销过程。据此，以舒尔兹教授为首的一批营销学者提出了4C的市场营销理论，即消费者的需求和欲望（Consumer's wants and needs）、成本（Cost）、便利（Convenience）和沟通（Communication）。因此网络营销的模式是从消费的需求出发，营销决策（4P）是在满足4C的要求的前提下的企业利润最大化，最终实现的是消费者需求的满足和企业利润最大化。在这种新营销模式之下，企业和客户之间的关系变得非常紧密，甚至牢不可破，这就形成了"一对一"的营销关系（One-to-one-Marketing），这种营销框架称为网络整合营销，它始终体现了以客户为出发点及企业和客户不断交互的特点。
四、网络直复营销
仅从销售的角度来看，网络营销是一种直复营销。直复营销的"直"来自英文的"Direct"，即直接的缩写，是指不通过中间分销渠道而直接通过媒体连接企业和消费者，网上销售产品时顾客可通过网络直接向企业下订单付款；直复营销中的"复"来自英文中的"Response"，即"回复"的缩写，是指企业与顾客之间的交互，顾客对这种营销努力有一个明确的回复，企业可以统计到这种明确回复的数据，由此可对以往的营销效果作出评价。
五、MIS
市场营销的MIS（Management Information System）是企业或组织整体MIS的一部分。MIS是一个信息系统，它通过程式化的程序从各种相关的资源（公司外部和内部的都包括）收集相应的信息，为经理们提供各层次的功能，以使得他们能够对自己所应该负责的各种计划、监测和控制活动等做出及时、有效的决策。这个表明MIS的本质是一个关于内部和外部信息的数据库，这个数据库可以帮助经理们做分析、决策、计划和设定控制目标。因此重点是如何使用这些信息，而不是如何形成这些信息。
最有效的MIS能够反应随着时间的推移和内部程序的改变，外部的变量如何改变，也就是说，时间和内部变量是否会对外部的变量产生影响。这就建立了一个强大而且有效的知识库，它可以帮助进行预测。虽然建立和维MIS是非常耗时和昂贵的，但是与其带来的潜在利益和对决策准确性的提高相比，对一个组织来说这还是值得的。Internet为建立和维护MIS提供了一个理想的工具，而MIS也是网络营销中的一个重要的内容。
六、网上服务工具（FAQ）
FAQ（Frequently Asked Questions）是网上顾客服务的重要内容之一，它为顾客提供有关公司产品与服务等方面的信息。面对众多公司能够提供的信息以及顾客可能需要的信息，最好的办法就是在网站上建立顾客常见问题解答（FAQ）。FAQ主要是为提供有关产品、公司情况，它既能够引发那些随意浏览者的兴趣，也能帮助有目的的顾客迅速找到他们所需要的信息，获得常见问题的现成答案。
4P指代的是Product（产品）、Price（价格）、Place（地点，即分销，或曰渠道）和Promotion（促销）四个英文单词.
另外,目前理论界还有其他的说法:
6P：4P的扩展
6P与4P的不同，在于营销学界的泰斗Kotler加上的两个P：Power（权力）和Public Relations (公共关系)。Kotler认为，企业能够而且应当影响自己所在的营销环境，而不应单纯地顺从和适应环境。在国际国内市场竞争都日趋激烈，各种形式的政府干预和贸易保护主义再度兴起的新形势下，要运用政治力量和公共关系，打破国际或国内市场上的贸易壁垒，为企业的市场营销开辟道路。同时他还发明了一个新的单词——Megamarketing（大市场营销），来表示这种新的营销视角和战略思想。
4C：4P的挑战者
4C是以挑战者的角色出现的。它分别指代Customer（顾客）、Cost（成本）、Convenience（便利）和Communication（沟通）。
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