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论文编号:GM065 包括:开题报告及任务书,论文字数:10120,页数:14
摘 要
上海成功申办2010年世界博览会为上海的城市建设、环境保护、经济和社会发展、提升城市品位和市民综合素质带来了巨大的机遇和挑战。世博会将带来的主要经济效应有：推动上海产业结构的调整、带动基础设施建设的升级、对GDP的贡献效应、增加就业机会以及后续经济效应等。另外，世博会还将给上海带来其他效应，如:推动发展中国家在国际经济活动中的参与度，提高上海的知名度和区域辐射效应等。上海便利的交通设施和配套设施、良好的接待服务、合理的价位等优势，都为国际市场促销手段在2010年世界博览会的应用提供良好的条件。
当然，目前上海会展业的发展也存在着一些劣势。针对以上这些优势和劣势，本文就国际市场促销手段在2010年世界博览会的应用及上海会展业发展提出对策和建议，通过对2010年上海世界博览会准备期间采取的国际市场促销手段进行研究，了解国际市场促销在商业活动中，企业发展中的作用和重要性。研究国际市场促销手段在针对世博会这一重大经济活动的具体应用，有利于我们运用促销手段能力的提升。总之，对国际市场促销方式的综合运用是我们企业在2010年世博会上成功的关键。
【关键词】世界博览会 国际市场促销 国际广告 国际人员推销
Abstract
The success of Shanghai won the bidding of World Exposition 2010 bring great opportunity and challenge for city construction, environment protection, the economic and social development, increasing city quality and residents’ quality of Shanghai. The main economic effectiveness which the World Exposition nice bring us: push forward the adjustment of industrial structure, promote update the basic facilities, the contribution effectiveness to GDP, increase the employment opportunities, follow-up economy effectiveness. Besides, World Exposition can bring us other effectiveness. For example: push forward the developing countries have more opportunities to ake active part in the international economic activities, promote the Shanghai popularity, district radiation effectiveness and etc. The convenient transport facilities and coordinated facilities, good reception service, reasonable price and the other superiority all provide shanghai exposition industrial with good condition.
Of course, there existed some inferior positions in Shanghai exposition industrial at present. We can use the strategies and suggestions in accordance with the both superiority and inferior position as follows: upgrade the exposition industrial to pillar industries. Strenghthen its role in pushing forward the economy, promote the exposition industrial to come to the market and have its own brand, realize the operation in standardize way, import and develop the talents for exposition, attract the foreign capital, expand the cooperation and communication with foreign country. In a word, we should really cherish the opportunity to hose the world exposition, realize the development of striding across by making a new breakthrough and good achievements in new century in Shanghai. How can we use the international marketing promotion is the key to our success of orld Exposition in 2010.
【Key Words】World Exposition ； International market promotion ；International advertisement ；International salesman promotion
目 录
1 引言 .....................................................2
1.1世界博览会的介绍 .........................................2
1.2国际促销的概述 ...........................................2
2 国际广告在上海世博会准备中的运用 .........................3
2.1世博会广告的标准化策略和差异化策略的应用................. 4
2.2世博会广告的形象广告策略与产品广告策略应用 ...............5
3 国际公共关系在上海世博会准备中的运用 ...................6
3.1世博会公共关系应用中的内容和形式 .........................7
3.2世博会准备期间运用公共关系的程序 .........................9
4 人员推销在上海世博会准备中的运用 .........................10
4.1国际市场人员推销的优点 ...................................10
4.2如何选择世博推销人才 .....................................11
4.3世博会国际市场推销人员的管理 .............................11
5 运用国际市场促销是上海世博会成功的关键 ...................12
参考文献 ....................................................13
致 谢 .....................................................14
