商业研究

商业研究

• 产业经济 • 上一篇    下一篇

基于让渡价值理论的会展产品价值体系构建研究

孟凡胜1,冯卓然1,张迪2   

  1. (1.哈尔滨商业大学 管理学院，哈尔滨 150028； 2.北京北辰领航商务会展有限公司 展览业务部，北京 100000）
  • 收稿日期:2017-08-28 出版日期:2017-12-20
  • 作者简介:孟凡胜（1965-），男，哈尔滨人，哈尔滨商业大学管理学院教授，管理学博士，研究方向：会展经济与市场营销；冯卓然（1993-），女，河南安阳人，哈尔滨商业大学管理学院研究生，研究方向：会展经济与市场营销；张迪（1990-），女，河南南阳人，北京北辰领航商务会展有限公司展览业务部，管理学硕士，研究方向：会展营销。
  • 基金资助:
    黑龙江省哲学社会科学研究规划项目，项目编号：16GLB09。

Research on Value System Construction of Exhibition Products based on Delivered Value Theory

MENG Fan-sheng1, FENG Zhuo-ran1, ZHANG Di2   

  1. (1.School of Management, Harbin University of Commerce, Harbin 150028,China;2.Exhibition Business Department, Beijing Beichen Pilot Business Exhibition Co., Ltd., Beijing 100000,China)
  • Received:2017-08-28 Online:2017-12-20

摘要： 我国会展业尽管发展迅速，但仍普遍存在会展产品质量差、价值低、成本高、展商满意度低的问题，致使会展的影响力得不到明显提升，大批潜在参与者对参展失去了兴趣。合理构建会展产品的价值体系有利于促进会展产品的提档升级和会展业的健康发展。在科特勒的顾客让渡价值理论下，本文通过访谈和问卷调查相结合的方法遴选出了26个影响会展产品价值的指标，运用通过因子分析得出的8个主成分因子，构建出会展产品价值体系，完善了以往对于会展产品价值体系的研究，为会展产品供给者提供产品提档升级的思路。

关键词: 会展产品价值体系, 顾客让渡价值, 会展产品供给者, 因子分析法

Abstract: Despite the rapid development of China′s convention and exhibition industry, there are still widespread problems of poor quality, low value, high cost and low exhibitor satisfaction, which make the exhibition′s influence less obvious, and a large number of potential participants lost interest in exhibiting. The rational construction of the value system of exhibition products is helpful to promote the promotion of the exhibition products and further healthy development of the exhibition industry. Based on Kotler′s theory of Customer Delivered Value, this paper selects 26 indicators which affect the value of exhibition products by means of interview and questionnaire, and constructs the value system of exhibition products by 8 principal component factors through factor analysis. This paper perfects the previous research on the value system of exhibition products, and provides ideas for the suppliers of exhibition products to provide product upgrading.

Key words: the value system of exhibition products, Customer Delivered Value, suppliers of exhibition products, factor analysis