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摘要：在全球化时代，企业与目标受众的有效沟通在实现企业战略过程中至关重要。然而，随着科技的进步，尤其是在20世纪以后人们对互联网的了解，社交媒体网络设施使营销沟通媒介经历了一个过渡。本文从会展行业角度论述了消费者受社交媒体的影响而进行的消费方式的转变。不可否认的是，例如报纸、广播、广告牌等传统的营销媒介至今依然盛行。然而，社交媒体网络的介入已经开始影响了企业与其目标受众的沟通方式。时至今日这样的现象已经相当明显，越来越多的企业和个人开始使用社交媒体来进行沟通和商业交易。本文强调了社交媒体的独特性，通过统计分析对社交媒体的影响力进行了研究，并描述了其对会展消费者购买方式的影响以及如何影响。由此可以得出结论，社交媒体的存在不仅增强了社会交往， 也使会展消费者的消费方式由单纯的线下购买转为线上线下相结合的模式。它还为企业提供了与目标受众的互动，这样有利于他们传递营销信息。33891
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毕业论文关键词：社交媒体；会展消费者；购买方式
The study on how social media affect exhibition consumers’ buying patterns
Abstract: In the era of globalization，effective communication between the enterprises and the target audience is a crucial issue in achieving strategic targets in business．However，with the advancement in the technology，especially the introduction of Internet in the 20th century，marketing communication channels are subjected to a quiet transition incorporating the facilities of the social media networking．This article discusses the transition of consumers affected by social media consumption patterns conducted from the perspective of the exhibition industry. It is an undeniable fact that the traditional channels like newspaper，billboards，radio，etc．are still in vogue．However，the presences of the social media networking started influencing the way enterprises communicate with their target audience．It has become quite evident now that more inpiduals and enterprises are engaged in communication using the social media networking sites for business transactions． This paper also highlights the unique nature of social media, through statistical analysis of the influence of social media has been studied and described its impact on consumer buying patterns of the exhibition and how affected. It can be concluded that the presence of social media only enhances social interaction, but also to the way consumer exhibition by the simple lines combined buying into online and offline mode. It also offers the enterprises an opportunity to interact with their target audiences resulting in the transfer of marketing messages．
Keywords: social media; exhibition consumer; buying pattern
目录
引言 1
一、 研究综述 3
(一) 研究背景 3
(二) 研究目的与意义 6
(三) 研究内容 7
(四) 研究方法和手段 7
二、 会展消费者的构成及其购买方式 8
(一) 会展消费者的构成 8
1. 参展商 8
2. 赞助商 8
3. 广告客户 9
4. 专业观众 9
5. 普通观众 9
(二) 会展消费者的购买方式 9
1. 线下购买 9
2. 线上购买 10
3. 线下体验，线上购买 10