浙江会展业实施“走出去”战略分析

会展业是现代服务业的重要核心内容,它既对促进内外贸易、优化产业结构、扩大社会就业有着十分重要的作用,也可以提升城市品位和城市影响力。但是浙江的会展文化产业仍然存在着多头办展、重复办展,展会规模不大、品牌不强等问题,并且面临着发达国家文化冲击的威胁。本文立足于浙江会展业的现状,应用战略环境管理中的SWOT分析法,比较了浙江文化会展业的优势和劣势,及机遇和挑战,最后提出了促进浙江会展业实施"走出去"战略的建议。

＂Going Out＂ Strategy of Zhejiang Exhibition Industry

Exhibition Industry is an important core of modem service industry, not only promote both domes- tic and foreign trade , optimize the industrial structure , increasing employment opportunities , but can also en- hance urban quality and urban influence. But the cultural industry of Zhejiang exhibition there are still many problems, such as long exhibition, exhibition repeat, not show the scale, the brand is not strong and so on. In ad- dition, the cultural industry of Zhejiang exhibition facing the threat of developed countries. This article is based on the status of the MICE industry in Zhejiang , Compare the advantages and disadvantages of Zhejiang exhibi- tion industry by SWOT strategy, Finally, by giving the ＂going out＂ proposal to promote the exhibition industry in Zhejiang implementation strategy.