世博会营销模式研究

::2001:++,2010:,,,,2010:;;;2010:C931.2:AStudyonModesofEXPOMarketingWuSizong,JiangChangwei(SchoolofEconomicsandManagement,TongjiUniversity,Shanghai200092,China)Abstract:ThispaperdoessomeresearchesonthemarketingmodesofEXPOonthebasisofthehistoryofEXPO,whichincludesthefollowingthreeeras,theeraofpoliticalpower&politicalstarofpre2industrial,theeraofpoliticalstar&promotionofindustrialandtheeraofmultiphasepromotionofpost2industrial.AnewconceptkwownasNoBoundaryMarketing(NBM)isproposed,whichisbasedonIntegratedMarket2ingCommunication.Moreover,itisamarketingreengineeringmodethattakesmanysocialgroupsandorga2nizationsasitsprincipalpartandtakesInternetandInformationTechnologyasitstechnologicalframe2work.Aimingtoexertitsownadvantages,NBMeffectivelydecreasescostsofinterioroperationandtofulfillthegoalsthroughcooperationwithotherunits.Finally,EXPOmarketingisfurtherdiscussedinthedifferentperspectivessuchasmainbody,object,carrier,goalandtimeplanningofmarketing.KeyWords:WorldExposition;MarketingModes;NoBoundaryMarketingMode;EXPO2010Shanghai(WorldExposition)1851,150,,150,15120042()TongjiUniversityJournalSocialScienceSectionVol.15No.1Feb.2004,,,,(1)1,(Pre2industrialera)+192030,,,,(Industrialera)+70,,,,(Post2industrialera)2070,,,,,,,,+192030,,,,,,,(Arts),,,[phone](Albert),(Victoria),1018931889DewittC.Cregier,,,,,2050,+311:70,,,,,,,+,1:1()()()()1958.4.1710.191962.4.2110.211967.4.2810.271970.3.159.134645-60548-41,454,4129,609,90950,306,64864,218,330()20030400330()152.01.01.252.502.171967,6,4,3,280(Chrysler)(GeneralMotors)(Volvo)19671970,18,5,7,1,5,6400,,10,1967,,,2:,,(Promo2tion),,,19642400,,+21967(/)(/)(/)2.512352.510301.25617.5,,,,2070,(StrategicMarketing)(Macromarketing)G.L.(GlennShostack)1977(JournalofMar2keting)(ServicesMarket2ing)7080,(PhilipKotler)(Megamarketing)(DirectMarketing),90,,,,,,,41()152000l994EXPO2000,1995,1859,(IAB)EXPO20002000EXPO2000,EXPO2000,,,,,2005,,,1997102005,,,,,,,,,2010,,,,,:,,;;;,:,4:6Ps(Product)(Price)(Place)(Promo2tion)(Power)(Publicrela2tions)2P(Press)(Postulant)(1),,,,,,,(2),,;,,,,,511:4,,,(press)(postulant)(6Ps),,(3),,:,,,MAIL,,(4),,,,,,,,(5),In2ternet/Intranet,,,,,2,,,,2,,,,,,201061()15,,,2010,,,,,,,2010,,,,,2010,,,,,,,,,2010,,;,,2010,,,,,,,,,,,,,,,2010,,2005,,,,2006,,2008,2009,,(23)711:,,,,,,,,,,[1]2010:2010,20021[2][3][4]Carl2HansHauptmeyer,JrgenRund:EXPO2000Hannover,dieFirma,CWNiemeyerBuchver2lage,GmbH,Hameln2002.(:)(17)[1]JadishN.Sheth,AtulParvatiyar:TheEvolutionofRelationshipMarketing.InternationalBusinessReview,Elxe2vierScienceLtd.GreatBritain,1995.4(4):P397418.[2]Prrevel,Birgit,DasExpo2Buch:OffiziellerKata2logzurEXPO2000.Hannover:GER.[3]:::18511940,,2002[4]():,,2001(:)321: