文章对AgroChemEx2013800多家参展商和1万多名观众的数据资料进行整理，分析得出参展商和观众特征，并构建参展商维持概念模型。研究发现，农化展对国内参展商的吸引力在空间上已经形成了广泛的覆盖，呈现出以上海和江苏为中心向周边递减的分布形态；参展商忠诚度较高，近三年流失率较低，对竞争品牌展会的关注度较高，参展商流失的原因主要是展位位置不理想和展馆自身对展出机械设备的限制；公平合理的展位分配方式直接影响参展商持续参展的意愿，主办方专业信息的提供、与主管部门和行业协会的对接会见、商务配对等附加价值有利于参展商维持。%Based on the concept model of exhibition retention ,this paper sorts out and analyzes the da-ta of more than 800 exhibitors and ten thousand visitors at AgroChemEx2013 ,gaining the characteristics of exhibitors and visitors .T he results show that the attractiveness of AgroChemEx has already formed an extensive coverage ,and exhibitors show significant attenuation trend from southeast to northwest .Exhibi-tors'loyalty is relatively high and the customer churn is very low in recent three years ,while they pay much attention to competitive exhibitions .The main reasons for the exhibitor loss are poor booth location and the limitation to mechanical equipment on show ,w hen the influence of on-site service and price is very limited .A fair and reasonable system for booth selection and allocation directly affects exhibitors'intention for participation in AgroChemEx .Organizer's offer of value-added activities such as professional informa-tion will meet with competent authorities and industry associations ,and business matching activities can promote retaining exhibitors .
展开▼
