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| 上海酒博会品牌构建策略研究【会展专业】 摘要：在国内会展业迅速发展的大环境下，会展业的品牌塑造尤为重要。展会的品牌塑造不仅是展会的核心竞争力，也是展会的未来发展趋势。虽然，上海酒博会在中国就业协会的支持下正在向品牌展会靠近但是距离理想的品牌塑造以及相比其他酒类展会还有一定的差距。研究运用案例分析法、观察法和经验总结法，以上海酒博会的发展现状为背景，对其所在的内在和外在环境进行分析，挖掘其品牌塑造过程中存在的问题，从现场员工分工管理、现场活动管理、展会宣传力度等方面进行改进。对于上海酒博会品牌塑造研究中提出的问题和优化方案有助于上海酒博会的品牌塑造，也为其他城市酒博会的品牌塑造提供了相关的借鉴意义。 关键词： 会展业；酒博会品牌塑造；上海酒博会 Study on Brand Construction Strategy of Shanghai Wine Fair Abstract：In the domestic exhibition industry rapid development environment, the exhibition industry brand shaping is particularly important. The brand shaping of the exhibition is not only the core competitivenessof the exhibition, but also the future development trend of the exhibition. Although the Shanghai Wine Fair is close to the brand fair with the support of the China Employment Association, there is still a gap between the ideal brand building and other wine fairs. Using case analysis, observation and experience summary method,this paper analyzes the internal and external environment of Shanghai Wine Expo, excavates the problems existing in the processof brand building, and improves the field staff division of labor management, field activity management, exhibition publicity and so on. The problems and optimization schemes put forward in the brand shaping research of Shanghai Wine Expo are helpful to the brand shaping of Shanghai Wine Expo,and also provide relevant reference significance for the brand shaping of other cities. KeyWords：Exhibition Industry; Brand Building of Wine Fair; Shanghai Wine Fair |
