| 以下仅列出文章摘要、提纲简介，如需获取全文阅读权限，或原创定制、长期合作，请随时联系。 微信QQ:312050216 |
 |
 |
| 浅析整合营销传播背景下的创新会展策划途径 摘 要 新时代背景下，展会经济作为一种新型的经济现象和经济发展的增长点，已开始引起整个社会的重视。会展业规模逐渐扩大，成为国民经济增长的重要推动力。同时，会展策划推动产品销售也功不可没，增强了产品与消费者之间的互动，让更多的消费者能够直观地接受品牌形象和产品服务。然而由于企业规模小，人才短缺，资源浪费等现象导致会展业的传播性并未发挥出强劲的动力。因此，在整合营销背景下，创新会展策划路径是当前会展业考虑的首要问题之一，本文从整合营销传播的角度分析会展策划的新途径，以便为会展策划路径提供新思考。 关键词：会展策划；整合营销；会展营销；途径探究 ABSTRACT Under the background of the new era, exhibition economy,as a new economic phenomenon and growth point of economic development, has begun to attract the attention of the whole society. The scale of exhibition industry is gradually expanding,which has become an important driving force of national economic growth. At the same time, exhibition planning plays an important role in promoting product sales, enhancing the interaction between products and consumers,so that more consumers can intuitively accept the brand image and product services. However, due to the small scale of enterprises, talent shortage,waste of resources and other phenomena, the communication of the exhibition industry has not played a strong driving force. Therefore, in the context of integrated marketing,innovation of exhibition planning path is one of the most important issues for the current exhibition industry. This paper analyzes the new way of exhibition planning from the perspective of integrated marketing communication, in order to provide new thinking for exhibition planning path. Keywords: exhibition planning; integrated marketing; exhibition marketing; ways to explore 目 录 摘 要 I ABSTRACT II 绪 论 1 一、概述 1 （一）整合营销传播 1 （二）会展策划 2 二、整合营销传播在会展策划中的应用 2 三、整合营销传播背景下的会展策划路径探究 4 （一）抓准会展营销的主题 4 （二）注重品牌营销推广 4 （三）结合互联网进行推动 5 结 语 6 参考文献 7 致 谢 8 |
