基于品牌生态学视角的会议品牌建设研究

相比较于一般的服务品牌，会议品牌具有特殊的官方色彩、品牌态度取决于宏观因素、品牌评价来自于服务过程、增值的间接性和品牌延伸相关度低等特征。这些特征决定了在研究会议品牌时，应着重考虑其与外界环境之间的共生关系。因此，参考品牌生态学的分析路径，对研究当前我国会议品牌管理的现状将大有裨益。

On Building of Meeting Brand Based on Brand Ecology

Compared with general service brand, meeting brand has the following features ： the manager of meeting brand may be public organization; the consumers＇ attitude toward meeting brand is decided by macro factors; the evaluation of meeting brand resuhs from the process of service ; the benefits of meeting brand are not direct ; and the extension of meet- ing brand is relatively low. It＇ s necessary to take into consideration the intergrowth between meeting brand and external environment when we study meeting brand. Therefore, the analysis of brand ecology will contribute to the study of meeting brand management in China.