世博会营销模式研究

本文将历史上世博会的营销模式归纳为前工业时代的政治权力 +政治明星、工业时代的政治明星 +市场推广、后工业时代的多维营销三种模式 ,并结合历史实际加以阐述。根据大市场营销理论和 2 0 10’上海世博会提出无围营销模式 :以众多的社会团体和组织为共同单位 ,以网络信息为技术支撑 ,通过各单元之间的协调与融合 ,发挥各自的优势和长处 ,最终实现社会和人类的共同利益的一个不断提升、没有边界的营销再组合。最后从营销主体、客体、载体、目标和时间进度安排角度对 2 0 10’上海世博会营销进行探讨

Study on Modes of EXPO Marketing

This paper does some researches on the marketing modes of EXPO on the basis of the history of EXPO,which includes the following three eras,the era of political power & political star of pre industrial,the era of political star & promotion of industrial and the era of multiphase promotion of post industrial.A new concept kwown as No Boundary Marketing (NBM) is proposed,which is based on Integrated Marketing Communication.Moreover,it is a marketing reengineering mode that takes many social groups and organizations as its principal part and takes Internet and Information Technology as its technological framework.Aiming to exert its own advantages,NBM effectively decreases costs of interior operation and to fulfill the goals through cooperation with other units.Finally,EXPO marketing is further discussed in the different perspectives such as main body,object,carrier,goal and time planning of marketing.