本书全面详尽地阐述了企业参展的流程和企业参展管理要点，以期为参展企业作导向，获得参展效用化，提升中国企业的参展。是参展企业必须掌握的知识，也是会展专业专业核心课程之一，可作为企业参展人员的指导手册，也可作为高等院校会展专业的专业教材。
目录
第1章参展是企业营销的利器·.....................................................................‘‘1
1．1市场营销与展会·...............................................................’...............‘1
1．2 展会的市场能...........................................................................6
1．3展会作为营销台....................................·-·....................................10
第2章参展目标与计划...........................................................................’’。14
2．1参展展会选择............-........................·.....................’’.....................’14
2．2参展目标设定....................................................................................21第1章参展是企业营销的利器·.....................................................................‘‘1
1．1市场营销与展会·...............................................................’...............‘1
1．2 展会的市场能...........................................................................6
1．3展会作为营销台....................................·-·....................................10
第2章参展目标与计划...........................................................................’’。14
2．1参展展会选择............-........................·.....................’’.....................’14
2．2参展目标设定....................................................................................21
2．3参展计划制订.........·-··.....................................................................。28
第3章参展团队组织与培训......·.......................................’’..................’...。35
3 1参展人员的构成与来源........................................................................35
3．2参展人员的知识、能力和性格............................................................’‘38
3．3参展培训的内容和方法...............·-··-...................................................‘42
第4章展前客户邀请与宣传..............................·.......................................‘’5l
4 1展前客户邀请.....................-·............................................................‘51
4．2参展广告宣传....................................................................................55
4．3参展新闻工作....................................................................................57
第5章展品选择与运输...............................................................’’............‘64
5．1展品选择..............................·........................·.................................‘64
5．2展装·..........................................·--·..........................................‘66
5．3展品运输..................·...-.............................................··-..................’68
5．4 B国参展运输.........·........................................................................’72
第6章企业参展展台设计...........................................................................80
6．1展台设计的种类与特点...............·.....................．-.................................80
6．2展台设计的标准与限制............·................................................．.........．86
6．3 3fiJ能空间与道具材料........................．.....................．．．........................．．9l
6．4空间造型与视觉辅助·...·...............................................................．．...．．97
第7章现场工作与危机管理..............................．.......................................．．102
7．1,I琵台业务工作和环境工作..................．..................．...........................．102
7．2参展危机种类和应对模式..................................................................110
7．3参展危机媒体和形象管理..................................................................118
第8章参展商务接待与谈判......................................................．...．............．124
8．1参展商务接待的技巧·.......................................．........................．......124
8．2参展商务谈判的策略.....................．.....................．.....................．......129
第9章参展知识产权管理....................................．.....................．...............．137
9．1参展知识产权基本概念...·........................．..................．．..................．．137
9．2参展知识产权侵权类型.........·.........................................................．．139
9．3参展知识产权纠纷防范.........·.............................................．．．.........．．142
9．4参展知识产权维权措施..............................．....................................．．148
第10章参展后勤工作管理........................................................................155
10．1参展人员的住宿餐饮...............................................................．......．．155
10．2参展人员的交通考察...........................．..........................................．．159
10．3参展文印和财务管理.......................................．..............................．．162
10．4 场设备租赁的管理..................．..................．.................................．166
第ll章展后客户管理...........................-...........................．...............．170
11．1客户资料的整理与分析.....................................................................171
11．2客户方式与策略组合..............................．........................．...．．...．．175
1 1．3参展客户关系管理策略.........．...........................．...．...........................179
第12章参展效果评估...............................................................．............．．189
12．1参展目标评价.................................................................................189
12．2 成本收益分析·..............................................................................．．192
12．3参展效果优化........................·.............................................．．.........194
12．4参结报告.....................·...·......................................................．196
参考文献................................................．................................................．．200
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