摘要：随着会展产业的迅速发展，会展经济所取得的收益呈每年递增的趋势。而会展经济的繁荣使得企业越来越重视会展作为平台的作用。展会已经成为一个重要的新型产品营销渠道。企业参加一场展会，就能在两三天内吸引众多潜在客户，结识不少合作伙伴，还能做好企业的宣传工作扩大影响力。然而展会也是一个极具竞争的地方，一场展会有数以千计的展商参加，如何在众多展商中脱引而出，招揽更多的观展客户是每个展商都要认真考虑的关键问题。
展会模特、现场舞蹈表演、有奖竞猜活动等都是现在展会上常用的营销策略，然而真正能把活动办好、能够让观众记住的展商却屈指可数。企业须做好展后的统计评估工作，找到自身存在的问题、接受观众的意见做好策略的优化。6804
关键词：会展；营销渠道
STUDY ON THE STRATEGY OF NEW PRODUCT MARKETING UNDER EXHIBITION PLATFORM PERSPECTIVE
Abstract：With the rapid development of the MICE industry, Exhibition economy gains increasing annually. The exhibition makes economic prosperity so enterprises increasingly pay attention on exhibition as a platform. Exhibition has become an important new product marketing channels. Enterprises will be able to attract many potential customers, met many partners and do business advocacy work to expand the influence in two or three days by attending exhibitions. However, the exhibition is also a very competitive place. There are a thousands of exhibitors participated in the exhibition. How to off the lead out of such many exhibitors; how to attract more customers is the key issues that all the exhibitors should seriously consider.
Exhibition models, live dance performances, competitions with prizes and other activities are now commonly used in the show's marketing strategy. But only a handful of exhibitors can make the activities run and let the audience remember. Enterprise must do statistical assessment work after the show to find their own problems, to accept the views of the audience and to do the optimization strategy.
Key words: MICE; product marketing channels
目录
引言 1
一、绪论 2
（一）研究的背景和意义 2
1.课题的研究背景 2
2.课题的研究意义 2
（二）本课题的研究现状 3
1. 引人的表演活动 3
2. 抓人眼球的视觉体验 3
3. 优秀的展台设计 3
4. 拉近距离的小礼品 3
（三）研究的内容和目标 4
1．课题的研究内容 4
2．课题的研究目标 4
二、企业在会展平台进行新产品营销的概述 4
（一）新产品营销渠道分类 4
（二）会展在企业新产品营销中的功能及作用 5
（1）快速结实新客户 5
（2）高效达成交易 5
（3）极具竞争的展示平台 5
（4）快速融洽客户关系 5
（5）扩大企业影响力 5
（6）产品和服务市场调查 5
（三）会展中企业新产品营销活动存在的问题 6
（一）展览前 6
1.参展目的不明确 6
2.对展会信息不熟悉 6
3.不熟悉产品的演示 6
（二）展览中 6
（三）展览后 6
1.忽视展后工作的跟进 6
2.忽略展览会的评估 6
三、企业展会营销效果调研 7 会展平台视角下新产品营销的策略研究:http://www.751com.cn/jingji/lunwen_4520.html