文档介绍：上海交通大学
硕士学位论文
深圳会展中心发展战略探究
姓名:朱波
申请学位级别:硕士
专业:工商管理
指导教师:胡巍
20090111
深圳会展中心发展战略探究
摘要
近年来,随着中国经济的持续增长进一步推动了会展业的蓬勃发
展,全国各地纷纷将会展业作为本地区新的经济增长点或支柱产业,与
此同时兴起了建设会展场馆的热潮。目前全国会展中心的容量已有供过
于求的趋势,各地会展中心面临着激烈的竞争。要在激烈的竞争中独占
鳌头,如何选择正确的发展战略显得尤为重要。
本文以深圳会展中心作为课题研究对象,运用 PEST、五力模型和
EFE、IFE 等工具对企业所处的内、外部环境进行分析,找出影响企业
发展和有利企业发展的因素。用大战略矩阵、SWOT 矩阵分析企业所面
临的优势、劣势、机会和威胁,明确了深圳会展中心未来的公司层发展
战略,即在加强市场开发前提下采取与市场渗透并举的战略,以及在横
向多元化基础上灵活运用具有相对集中度的战略,同时确定了业务层的
差异化竞争战略。最后从企业管理、组织结构、人力资源、营销、财务、
服务、信息化建设、企业文化等方面有针对性地提出了战略实施的举措。
本课题的研究从实际案例出发,结合深圳会展业的发展情况,确定
了深圳会展中心的发展战略。本文不仅对深圳会展中心未来的发展有一
定的指导作用,同时对我国其他城市的会展中心(会展场馆)发展战略
有着一定的借鉴意义。
关键词: 会展业,深圳会展中心,发展战略
THE REASEARCH OF DEVELOPMENT
STRATEGY FOR SHENZHEN
CONVENTION & EXHIBITION CENTER
ABSTRACT
Within recent years, the sustainable growth of China’s economy
promotes the flourishment of convention & exhibition industry. Many regions
are regarding the convention & exhibition industry as their new economic
growth point or pillar industry. Meanwhile, building the convention &
exhibition venue is booming all over the country. At present, the capacity of
convention & exhibition centers in China has the trend of oversupply and
each local exhibition center is facing petition. In order to be the top
one petition, how to choose correct developing strategy es
particularly important.
Regarding Shenzhen Convention & Exhibition Center(SZCEC)as the
study subject, the article analyses the internal and external environment of the
enterprise by using PEST,FIVE FORCE MODEL,EFE and IFE and find out
the factors which influence and benefit the enterprise development. Adopting
the Grand Strategy Matrix and SWOT Matrix, the article analyses the
strength,weakness,opportunities and threats of the enterprise, and clarifies
the future co-development strategy of SZCEC, that is, on the premise of
strengthening market development, the enterprise will also take market
ration strategy, and take flexible use of paratively concentr