摘要：会展营销在企业的市场推广手段中起着非常重要的作用，面对展会数量和种类的日渐增多、源源不断的展会邀请、行业的持续竞争，企业对是否参加展会、参加哪一场展会、参展是否能给企业带来利益、企业面对丰富的会展资源应该如何充分利用并与对手同台竞争等问题都心存疑惑。这就涉及到了会展营销策略应如何设计才能让一次展会发挥最大的作用。彼欧集团的不断发展离不开现有的会展推广手段。彼欧集团经过参加一次次的国际型展会，已基本定位了自己的展会营销模式，在展会选择、展位选择、展品选择及展示策略、会展人员配备策略、展期路演活动策略、数字营销推广策略中已找到属于自己的定位，但有些方面还存在着一些问题。本文旨在通过以彼欧集团的会展营销现状分析为基础，将彼欧集团的会展营销策略与同产业的其他公司做对比，找出其优劣之处，提出具有可行性的营销策略建议，促使彼欧集团不论是在会展营销还是在行业中都能得到更好的发展。
关键词：会展业；会展营销；营销策略；彼欧集团
Research on exhibition marketing strategy of Plastic Omnium
ABSTRACT：Exhibition marketing is playing an important role in the marketing of the enterprise. Facing with the increasing number of exhibitions and types, the number of exhibition invites, continuous industry competition, the enterprises are with doubt on whether to participate in the exhibition, to which kind of exhibition should be participated, whether the exhibitions can bring benefits to enterprises and what benefits, how to make full use of exhibition resources, how to compete with the competitors……This involves how the exhibition marketing strategy should be designed to maximize the role of an exhibition. The continuous development of Plastic Omnium cannot be separated from the exhibition marketing strategy. After taking part in many international exhibitions, Plastic Omnium has basically located its own exhibition marketing mode. Plastic Omnium has experience on the exhibition selection, booth selection, exhibit selection and display strategy, activity strategy and digital marketing strategy. But it still have more work to do to be better. This paper is based on the analysis of the present situation of the exhibition marketing, comparing the exhibition marketing strategy of Plastic Omnium with other companies in the same industry to find out its advantages and disadvantages, and put forward feasible marketing strategy suggestions. This will promote the development of Plastic Omnium, whether in exhibition marketing or in the industry.
Keywords: MICE，Exhibition Industry；Exhibition Marketing；Marketing Strategy； Plastic Omnium
目录
一、 绪论 1
（一）研究的背景 1
（二）研究的意义 1
（三）研究的方法 2
1、问卷调查法 2
2、SWOT分析法 2
3、案例分析法 2
二、相关理论综述 3
（一）会展营销概述 3
（二）4Ps营销理论概述 3
三、彼欧集团会展营销现状分析 5
（一）彼欧集团发展概况 5
（二）彼欧集团会展营销现状与发展趋势 5
（三）彼欧集团会展营销SWOT分析 彼欧集团会展营销策略研究+SWOT分析:http://www.chuibin.com/guanli/lunwen_205252.html