会展服务的价值链分析和服务流程的再设计.pdf

华中科技大学
硕士学位论文
会展服务的价值链分析和服务流程的再设计
姓名:王微明
申请学位级别:硕士
专业:工商管理
指导教师:田志龙
20060401
华中科技大学硕士学位论文
摘要
本文研究会展服务业中的流程重组的问题。会展经济作为一个新兴产业,为城
市经济的发展带来强大的驱动力。会展业带动了一条以会展为龙头的,集交通、宾
馆、餐饮、购物、观光为一体的“会展消费链”。因此,全国各地中心城市均在大力
兴建大型展馆,以促进本地的经济贸易的发展。但仅有良好的硬件设施是不够的。
一个重要的问题就是各展馆在展会中的盈利能力较低,无法使展馆的运转和经营成
为一种良性循环。
价值链分析方法是迈克尔·波特发明的研究企业竞争力的一种成熟的研究方法,
在其他行业中有着广泛的应用。本文以该方法研究会展企业的竞争力,以客户需求
为中心,对客户的消费行为和“会展消费链”的每一个环节进行细致的分析。本文建
议展馆应以城市的服务资源为依托,进行有效的整合,成为城市会展服务的总集成
商,对会展消费者提供“一站式”的会展服务综合价值包,为展馆在展会过程中创
造出更多的利润增长点。
最后,对于会展服务的流程进行了设计,把新的会展服务流程与传统的会展服
务流程进行了比较,运用服务营销的理论,以客户需求为中心构建服务流程,对会
展服务从服务质量上,响应速度上进行有效的提升,改变传统的被动式服务,建议
在展会前,系统的分析顾客的消费特点,有针对性地提出会展服务综合方案。在使
展会有序化,提高展会整体的水准的同时,提高展馆的在展会中的盈利能力。
关键词:价值链分析服务流程重构消费链
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华中科技大学硕士学位论文
Abstract
This paper is focus on the process re-enginerring of the exhibition service. As a new
industry, exhibition economy has brought more power into the city and is used to calling
“the bread of the city”. Exhibition industry has stirred a consuming chain about
traffic,hotel,food&beverage service ,shopping and tourism,which are induced by the fair.
Therefore, in order to develop the local economy ,many exhibition centers are built by the
local governments. But it is not enough by constructing exhibition building. In many
exhibition centers, the ability of creating profits in the exhibition is too poor to keep the
company running well.
The analysis of the value chain is a skilled method to study petition of
enterprise. It is invented by Michael Porter in 1980’s and widely used in lots of fields . In
this paper, it was used it to study petition of the exhibition service. Corporations
should focus on the demand of the consumers, analyzing every steps of the consuming
chain and detailers of the consume behaviors.
It is suggested that the exhibition center should e the united corporation of the
exhibition service, based on the local resource of service. Only in this way, the exhibition
center could create more profit points