唐礼倩

摘 要：会展业能拉动相关产业发展，提升会展举办地的城市形象。重庆作为长江上游会展之都，经济发展水平迅速提高，会展业虽起步较晚，但发展潜力不容小觑。重庆拥有5个专业性会展场馆，会展场馆的总面积达70余万平方米，会展基础设施完善。同时，重庆会展业也面临诸多挑战，会展的品牌竞争力难与上海等发达会展城市竞争，存在会展品牌定位模糊、品牌内涵欠佳等问题，要想更好地促进重庆会展品牌化发展，需要结合地方特色，发挥政策扶持作用，优化展会服务水平，显现会展辐射效应，提升重庆会展的竞争力和影响力。

关键词：重庆；会展业；品牌；竞争力

中图分类号： F713 文献标识码： A 文章编号：2095-7866 （2017） 03-052-006工业经济论坛 URL： http//www.iereview.com.cn DOI： 10.11970/j.issn.2095-7866.2017.03.007

Abstract： Event industry as a rising sun industry， it can stimulate the development of related industries and enhance the city image of the exhibition site. Chongqing as an exhibition metropolis of the upper reaches of the Yangtze River， the level of economic development has increased rapidly， although the event industry started late， the development potentiality can not be underestimated. Chongqing has five professional exhibition venues， these exhibition venues cover an area of more than 70 million square meters， and the infrastructure facilities of the venues are perfect . At the same time， Chongqing event industry is also facing many challenges， the exhibition of the brand competitiveness is difficult to compete with Shanghai City and other developed exhibition cities， there exsist exhibition with fuzzy brand positioning， poor brand and other issues. In order to better promote the development of Chongqing Event industry brand， we need to combine with local features ， the government play a policy support role in the industry， optimize the service level of the event， show the radiation effects of the event， enhance the competitiveness and influence of Chongqing event industry.

Key words： Chongqing； Event Industry； Brand； Competitiveness

引言

2016年重慶市会展业保持平稳较快发展态势，会展经济取得长足的发展，展会数量与展会规模等主要指标都跻身西部城市前列。经济发展的平稳运行，为重庆会展业提供了良好的发展环境，会展业的发展也积聚了极大的经济价值和社会效益。在会展产品同质化严重的今天，市场竞争日趋激烈，如何通过准确的品牌定位、特色的品牌文化、持续的品牌创新等手段来提升会展品牌价值，促进重庆会展品牌化发展，构筑重庆会展品牌竞争力，是本文的研究内容。

一、品牌化发展情况分析

近年来，重庆凭借其得天独厚的产业和区位优势，会展业发展势头较好。在2011年，重庆就突破了GDP万亿大关，重庆会展业全面推进改革发展，促进产业转型升级，在2016年创造直接收入123.3亿元，同比增长13.8%。……