摘 要会展业作为一种新兴经济，以其效益高、污染小、拉动作用强等独特优势受到人们广泛关注，近几年我国会展业发展迅猛，但在蓬勃发展的背后，仍存在品牌展会匮乏、展会质量差、影响力低等现象，良好的会展品牌可以吸引重要参展商以及观众参加展会，也是会展企业能在市场竞争中创造利润的非常关键的要素。然而对于会展品牌塑造的研究，在学术领域内的探讨是比较少的。本文通过研究中国广饶轮胎展品牌塑造过程，结合相关理论，对会展品牌塑造要素进行概述，通过实例分析，构建结构方程模型，收集 2019 年中国广饶轮胎展现场收集调查问卷的数据和网络调查问卷数据，利用 SPSS 软件、AMOS 软件，发掘出二者的内在联系，分析得到了以下结论：在会展名称、举办地点、举办时间、展会主办方、参展商与观众的关系、专业性和国际性这些影响因素中，影响比值最大的要素是主办方、参展商与观众的关系，会展专业性在第二位。 最后，基于研究结论，根据山东省会展业存在的问题，提出若干建议和对策： 选择专业性主题，重视展会品牌定位；采用多样化传播方式；重视招商，提高专业观众质量；实行品牌强化战略，提升品牌质量。关键词:会展，品牌塑造，中国广饶轮胎展AbstractExhibition industry as an emerging economy, with its high efficiency and low pollution, strong pulling effect unique advantages, there are still lack of brand exhibition, exhibition of poor quality, low impact phenomenon, a good exhibition brand can attract important exhibitors and visitors to participate in the exhibition, exhibition companies can create profits in market competition very key factor. However, there are few researches on the exhibition brand building in the academic field.In this paper, by studying the Chinese tire GuangRao exhibition brand shaping process, combined with relevant theory, in 2019 China GuangRao tyre show field distribution, the questionnaire to collect data as the basis, combining with the online questionnaire, through the SPSS software and AMOS software to statistical analysis of data, find their inner link, analysis to get the fol...
