摘要：会展业是服务贸易的组成部分之一，具有强大的经济急剧和扩散效应，作为促进旅游经济和对外贸易增长的有效手段，在引导产业发展，提升营销水平等方面日益发挥重要作用。本文在分析国内外会展旅游发展态势、相关研究进展的基础上，对会展旅游的涵义、会展旅游与营销的关系、会展旅游的类型、特点进行辨析及界定。通过会展业与会展营销经济，世博会与世博营销经济进行比较研究，并以其为依据分析2010世博会营销发展模式，分析会展旅游发展现状、竞争条件、对策思路等问题的，提出上海发展会展旅游的目标及对策思路。
关键词：会展旅游 市场营销 上海世博会
Abstract：Exhibition industry is one component of trade in services, has strong sharp economic and diffusion effects as promoting tourism economy and foreign trade growth in guiding the effective means, industrial development, improve marketing level increasingly play an important role. Based on the analysis of mice tourism development situation, at home and abroad on the basis of relevant research progress on the meaning of convention-exhibition tourism, the mice tourism and marketing and relationship, the types and characteristics of convention-exhibition tourism differentiates and defined. Through the convention and exhibition marketing economy, world expo and the 2010 world expo marketing economy, and a comparative study based on the analysis of the development mode, marketing expo 2010 mice tourism development present situation, analyzed competitive conditions and countermeasures, and puts forward problems such as Shanghai's development of mice tourism targets and countermeasures.
Key words：Convention-exhibition tourism Marketing Shanghai World EXPO
