CAJ | 학술논문

作为新兴的朝阳产业，会展业在“十二五”时期将继续发挥经济助推器、推动产业结构调整的重要作用。面对新的发展要求，立足会展企业本身，研究会展企业形象塑造策略，显得尤为重要。为强化会展企业形象塑造意识，提高会展企业参与市场竞争的整体实力，有必要结合当前经济社会发展要求，提出符合会展企业形象塑造的实施步骤与塑造策略，从而帮助会展企业在激烈的市场竞争中更好的把握机遇，促使企业规范自身行为，适应改革和社会发展新要求。
작위신흥적조양산업，회전업재“십이오”시기장계속발휘경제조추기、추동산업결구조정적중요작용。면대신적발전요구，립족회전기업본신，연구회전기업형상소조책략，현득우위중요。위강화회전기업형상소조의식，제고회전기업삼여시장경쟁적정체실력，유필요결합당전경제사회발전요구，제출부합회전기업형상소조적실시보취여소조책략，종이방조회전기업재격렬적시장경쟁중경호적파악궤우，촉사기업규범자신행위，괄응개혁화사회발전신요구。
The exhibition industry will continue to play an important role in promoting industrial structure adjustment as an economy booster during the ＂Twelfth Five-Year Plan＂ Period. Facing the new development requirements, based on the exhibition enterprises themselves, the research of event enterprise image-building strategy is particularly important. To intensify the image-creation consciousness and improve the overall strength for event enterprise participating in market competition, it is necessary to consider the requirements of the current economic and social development and put forward the implementation steps and strategy in line with event enterprise image so as to help the enterprise grasp the opportuni-ties better in the fierce market competition, promote enterprises regulating their own behavior, and adapt to the new requirements of reform and social development.