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学号：题目类型：论文(设计、论文、报告)桂林理工大学博文管理学院毕业设计(论文)题目：桂林人泰公司会议营销模式研究系(部)：经济管理系专业(方向)：工商管理班级：07-1班学生：指导教师：2011年5月30日桂林理工大学博文管理学院毕业设计.论文I摘要随着中国保健品行业的迅猛发展使得家用医疗保健食品成为保健品行业的一个新的增长点。正是因为行业内的投资前景好，不少企业纷纷涌入，通过夸大保健效果和虚假承诺等不法手段来达到自己的销售目的，因此各类媒体事件频繁曝光，使得包括桂林人泰公司在内的行业信誉受到了严重的影响。桂林人泰公司已经在营销的多个层面加以完善改进，收到了一定的市场效果。本论文主要研究了桂林人泰在会议营销中出现的问题，并提出解决方案建议。主要内容为：引言说明此论文总方向；第一章为会议营销理论篇，通过了解会议营销的发展史说明它与传统营销的区别及所具备的优点，阐述了家用医疗保健行业走会议营销是必然之路；第二章为桂林人泰公司介绍和本公司运用会议营销所做的说明；第三章为桂林人泰公司会议营销模式问题分析篇，通过分析公司采用会议营销模式面临的主要问题并结合公司的内外部现状，发现产生困境的原因；第四章为桂林人泰公司会议营销模式的建议篇，为桂林人泰公司的会议营销提出一些改进建议；第五章为结论篇，说明会议营销模式在大环境趋于良好之际，以后将大有作为。关键词：会议营销；保健行业；改进建议桂林理工大学博文管理学院毕业设计.论文IIGuilinpeopleThaicompanymeetingmarketingmodelresearchStudent:GINJian-mengTeacher:GUOMinAbstract:WiththerapiddevelopmentofChina'shealthcareindustrymakehomehealthcareequipmentbecomeanewgrowthpointofthehealthcareindustry.Itisbecauseoftheindustryinvestmentprospectisgood,manyenterpriseinrushesinabundance,andthroughexaggerationhealtheffectandfalsepromisestoachievetheirillegalmeans,suchassalesofvariousmediaevents,becausethepurposeofguilin,makesfrequentexposure,includingtheman'sindustrycreditsufferedaseriousblow.Guilinpeople'sthemultiplefacetsinmarketinghasbeenimprovedimprovement,receivedacertainmarketeffect.Thispaperisbasedonhouseholdhealthcareanentityenterpriseusemeetingmarketingmodetoputforwardtheproblemscausedthesolutions,andthenextenterprise'smarketingareproposed.Thefirstchapterforpreface,indicatingthatthispapertotaldirection;Thesecondchapterformeetingthemarketingtheoryarticle,throughunderstandingthatitisthehistoryofmeetingmarketingandtraditionalmarketingdistinctionandhastheadvantages,expoundsthehouseholdhealthcaregomeetingmarketingisinevitablepath;Thethirdchapterforguilinpeople'sintroductionandthecompanyhavedoneusingmeetingthatmarketing;Thefourthchapter'smeetingforguilinpeoplemarketingmode,throughtheanalysisoftheproblemanalysispiecebymeetingthemainproblemsfacingmarketingmodelandcombiningthepresentsituation,discoveredtheinternalandexternalcauses;produceddilemmaChapter5peopleforguilin'smeetingmarketingmodelproposalforguilin'spapers,themarketingpeopleputforwardsomeimprovementSuggestions;Thesixthchapterforconclusionarticle,explainmeetingtowardsgoodmarketingmodeoftheenvironmentwillgoalongway.Keywords:meetingmarketing;Healthcareindustry;Suggestionsforimprovement桂林理工大学博文管理学院毕业设计.论文III目录摘要................................................IAbstract...............................................................Ⅱ引言.................................................1一、会议营销理论综述...............................2（一）会议营销的概念与特点................................................................................................................2（二）会议营销与传统营销的区别........................................................................................................3（三）会议营销的发展趋势.....................................................................................................................4二、人泰公司简介及其会议营销模式实施现状............5（一）桂林人泰公司简介........................................................................................................................5（二）泰公司会议营销模式实施............................................................................................................5会议营销实施过程.................................................................................................................................6（1）前期通过主题活动进行宣传........................................................................................................6（2）中期通过各类会议进行流程化操作............................................................................................7（3）后期通过服务跟进顾客................................................................................................................8（三）人泰公司会议营销模式SWOT分析................................................................................................9三、人泰公司在营销模式的运行中存在的问题及原因分析.12（一）人泰公司运用会议营销模式存在的主要问题............................................................................121.员工之间不和睦影响公司发展......................................................................................................122.顾客资源收集困难...........................................................................................................................123.营销手段陈旧.................................................................................................................................134.公司产品种类少，竞争力不强........................................................................................................135.会议营销人才流失严重...................................................................................................................136.消费者对于会议营销的可信度降低................................................................................................14（二）人泰公司会议营销面临困境的原因分析....................................................................................141.消费者心理预期落差大...................................................................................................................142.员工缺少系统的培训.......................................................