CAJ | 학술논문

会展业作为新兴的“无烟工业”已成为我国现代服务业中的重要组成部分。泸州以其独特的地理环境、制曲工艺和历史文化为“酒博会”的成功举办奠定了坚实的基础。中国西部国际博览会白酒专业博览会会展品牌存在品牌影响力不足、品牌性价比不高、品牌忠诚度不够、品牌传播局限化和会展服务欠佳等问题。因此，我们可以借助品牌资产理论，从品牌认知、品牌联想和品牌忠诚角度提出推进会展品牌资产积累的对策。
회전업작위신흥적“무연공업”이성위아국현대복무업중적중요조성부분。로주이기독특적지리배경、제곡공예화역사문화위“주박회”적성공거판전정료견실적기출。중국서부국제박람회백주전업박람회회전품패존재품패영향력불족、품패성개비불고、품패충성도불구、품패전파국한화화회전복무흠가등문제。인차，아문가이차조품패자산이론，종품패인지、품패련상화품패충성각도제출추진회전품패자산적루적대책。
MICE industry, as the emerging smokeless industry in China, has become an important part of modern service industry. Liquor exposi-tion was hosted successfully by Luzhou by virtue of its unique geographical environment and starter-making techniques and profound liquor histo-ry. However, there still existed some problems in liquor exposition, such as the lack of brand influence, unsatisfactory cost performance, insuffi-cient brand loyalty, limited brand promotion, and poor MICE service etc. In this paper, the countermeasures to promote MICE brand asset accu-mulation of liquor exposition were put forward based on brand asset theory from the angle of brand recognition, brand association, and brand loy-alty.