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摘要：随着全世界市场一体化的到来，市场占有率已然成为考量企业优劣成败的重要标准。俗话说："不谋万世者，不足谋一时；不谋全局者，不足谋一域”。企业要占领市场，继而钻营市场最大化，展会无疑是投资最小、奏效最快的市场拓展手段之一。而对于在营销推行方面缺少更为有用的方案及措施的企业来讲，展会更是重中之重。节庆活动是生产商、经销商和贸易商之间进行交流、沟通和贸易增进的平台。专业性节庆活动是其所代表行业的缩影，在某种程度上乃至就是一个市场，通过展会，企业还能展示本身的品牌，并进行市场调研。本次研究会通过对普遍人群进行问卷调查，并对所获得的数据通过分析，从而使得分析结果更科学、可靠以及精确。调查结果表明：不同家庭人均月收入的人对文化体验的评价不存在显著差异，都认为文化体验这一指标对重大节庆传播社会主义核心价值观比较重要。31107
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毕业论文关键词：节庆活动、产品推广
Study on the relationship between the major festival activities and new product promotion
Abstract: With the advent of global market integration, the market share has become an important standard concerns the success or failure of the enterprise quality. As the saying goes: "not for all, not for a moment; not a global, less than get domain". Enterprise want to occupy the market, and then seek to maximize market, the exhibition is one of the fastest minimum investment, effective market development means. For the lack of more effective in terms of marketing plans and measures of enterprise, the exhibition is Paramount. Festival activities is in communication between manufacturers, distributors and traders, communication, and business promotion platform. Professional festivals are the epitome of the industry, it represents to some extent even a market, the enterprise can establish and maintain in the exhibition and the relationship between stakeholders, harmonious customer relationship, establish the enterprise the overall image in the market. Through the exhibition, the enterprise also can show your own brand, and market survey. This research through the questionnaire survey to common people, and the data obtained through SPSS software reliability analysis, single factor variance analysis, cross analysis and the analysis of the least significant difference method, so as to make the analysis more scientific, reliable and accurate. The investigation results show that the people of different family per capita monthly income of evaluation does not exist significant differences in the cultural experience, all think that the index of cultural experience of major festivals dissemination of socialist core values is more important.
Key Words: festival activities，product promotion
目 录
引 言 1
一、绪论 1
（一） 研究背景和意义 2
1. 课题的研究背景 2
2. 课题的研究意义 2
二 、研究的现状和发展趋势 2
（一）节庆营销定义 2
（二）节庆活动营销的意义 .2
（三）节庆消费的现状 3
（四）节庆营销促销方法 4
（五）节庆营销策略 4
（751）与节庆消费密切相关的企业面临的问题 5
（七）节庆活动市场营销的发展趋势6
三、会展对企业公共关系作用分析的调查问卷 8
（一） 调查方法 8
（二） 数据分析方法 8
（三） 样本分布 8
1、调查问卷的样本属性 .9
2、评指标重要程度的描述统计量 9