| ACKNOWLEDGEMENT1 | 第5-6页 |
| ACKNOWLEDGEMENT2 | 第6-7页 |
| ABSTRACT | 第7-8页 |
| 摘要 | 第9-10页 |
| LIST OF ABBREVIATIONS | 第10-21页 |
| 1. Introduction | 第21-25页 |
| 1.1 Research Background | 第21-22页 |
| 1.2 Research Objectives | 第22-23页 |
| 1.3 Research Methodology | 第23-24页 |
| 1.4 The Organization of the Research | 第24-25页 |
| 2. Literature Review | 第25-40页 |
| 2.1 The Concept and Characteristic of Exhibition | 第25-27页 |
| 2.1.1 The Concept of Exhibition | 第25页 |
| 2.1.2 The Characteristic of Exhibition | 第25-27页 |
| 2.1.3 The Concept and Characteristic of Trade Fair | 第27页 |
| 2.2 The Concept and Characteristic of Internet Plus | 第27-32页 |
| 2.2.1 The Concept of Internet Plus | 第27-28页 |
| 2.2.2 The Characteristic of Internet Plus | 第28-32页 |
| 2.3 Exhibition and Informatization | 第32-37页 |
| 2.3.1 The Digital Transformation of Exhibition | 第32页 |
| 2.3.2 The Information Planning of Exhibition | 第32-34页 |
| 2.3.3 Virtual Exhibition and Offline Exhibition | 第34-35页 |
| 2.3.4 The Information Technology Application of Smart Exhibition | 第35-37页 |
| 2.4 The E-commerce Development Mode Research of Exhibition | 第37-39页 |
| 2.4.1 Exhibition B2B E-commerce | 第37页 |
| 2.4.2 Electronic Exhibition Core Business | 第37-38页 |
| 2.4.3 The E-commerce Development Mode of Exhibition | 第38-39页 |
| 2.5 Chapter Summary | 第39-40页 |
| 3. Case Description | 第40-58页 |
| 3.1 The Introduction of Canton Fair and Its Organization | 第40-47页 |
| 3.1.1 The Introduction of Canton Fair | 第40-42页 |
| 3.1.2 The Introduction of China Foreign Trade Center | 第42-47页 |
| 3.2 The Core Competence Indicators of Canton Fair | 第47-50页 |
| 3.2.1 The Overview of Exhibition Scale, Exhibitors and Buyers | 第47-48页 |
| 3.2.2 The Overview of Business Turnover | 第48-50页 |
| 3.3 The Background of Canton Fair Innovation Development Model | 第50-55页 |
| 3.3.1 The Internet Plus Status of Country and Guangzhou | 第50-53页 |
| 3.3.2 The Exhibition Development Trend of Country and Guangzhou | 第53-55页 |
| 3.4 The“Exhibition + Internet”Development Mode of Canton Fair | 第55-57页 |
| 3.4.1 The“Exhibition+Internet”Development Mode Status of Canton Fair | 第55-56页 |
| 3.4.2 The Outcome Performance of”Exhibition+Internet”Development Mode | 第56-57页 |
| 3.5 Chapter Summary | 第57-58页 |
| 4. Case Analysis | 第58-81页 |
| 4.1 The Analysis of Industry Development Environment | 第58-61页 |
| 4.1.1 The Analysis of International Exhibition Industry Environment | 第58-60页 |
| 4.1.2 The Analysis of Domestic Exhibition Industry Environment | 第60-61页 |
| 4.2 The Analysis of Internet Plus Development Mode | 第61-62页 |
| 4.2.1 The Advantages of Internet Plus Development Mode | 第61-62页 |
| 4.2.2 The Problems of Internet Plus Development Mode | 第62页 |
| 4.3 The Analysis of Canton Fair External Environment | 第62-67页 |
| 4.3.1 The Analysis of Political Environment | 第63-64页 |
| 4.3.2 The Analysis of Economic Environment | 第64-65页 |
| 4.3.3 The Analysis of Social Environment | 第65-66页 |
| 4.3.4 The Analysis of Technical Environment | 第66-67页 |
| 4.4 The Analysis of Canton Fair Competitiveness | 第67-71页 |
| 4.4.1 Existing Competitors | 第67-68页 |
| 4.4.2 Potential Competitors | 第68-69页 |
| 4.4.3 Substitute | 第69页 |
| 4.4.4 The Bargaining Power of Exhibitors | 第69-70页 |
| 4.4.5 The Bargaining Power of Buyers | 第70-71页 |
| 4.5 The Advantages Analysis of Canton Fair Comprehensive Strength and Region | 第71-74页 |
| 4.5.1 Competitive Region | 第71-72页 |
| 4.5.2 Large Exhibition Scale and Good Performance of Business Turnover | 第72-73页 |
| 4.5.3 The High Quality Exhibitors and Buyers Resources | 第73页 |
| 4.5.4 The Advantage of Operating Cost | 第73-74页 |
| 4.5.5 Large Number of Strategic Partners | 第74页 |
| 4.6 The Disadvantages Analysis of Canton Fair Operation | 第74-77页 |
| 4.6.1 The Level of Service and Informatization Needs to Be Improved | 第74-75页 |
| 4.6.2 Poor Promotion Model and CRM | 第75页 |
| 4.6.3 The Problem of Information Island Needs to Be Solved | 第75-76页 |
| 4.6.4 Miss the Best Timing to Establish E-commerce Platform | 第76-77页 |
| 4.6.5 Lack of Inovative Thinking and Competent Professionals | 第77页 |
| 4.7 The Analysis of Integration Opportunity beween Exhibition and Internet | 第77-78页 |
| 4.7.1 Strong Policy Support | 第77-78页 |
| 4.7.2 The Trend of Exhibition Industry | 第78页 |
| 4.8 The Threats Analysis of Foreign Trade and E-commerce Platform | 第78-79页 |
| 4.8.1 The Serious Situation of Foreign Trade | 第78-79页 |
| 4.8.2 The Encroachment from E-commerce Platform | 第79页 |
| 4.9 Chapter Summary | 第79-81页 |
| 5. Suggestions | 第81-94页 |
| 5.1 Build Online Service Platform and Improve Customer Experience | 第81-85页 |
| 5.1.1 Buyer E-Service Tool (BEST) | 第81-82页 |
| 5.1.2 Easy Exhibitor Platform | 第82-83页 |
| 5.1.3 The Complementarity Between Online and Offline | 第83-85页 |
| 5.2 Innovative the Ways of Promotion and Improve CRM System | 第85-89页 |
| 5.2.1 Video Promotion Campaign | 第86-87页 |
| 5.2.2 Build a Multi-dimensional Social Media Circle for Canton Fair | 第87-89页 |
| 5.3 Build Digital Canton Fair | 第89-90页 |
| 5.3.1 Develop Exhibition Industry Prediction Function | 第89页 |
| 5.3.2 Integration of Various Departments of the Business Data | 第89-90页 |
| 5.3.3 Reinforce the Degree of Data Analysis and Application | 第90页 |
| 5.4 Develop Canton Fair E-Commerce Co., Ltd | 第90-92页 |
| 5.4.1 Build B2B E-commerce Platform | 第90-91页 |
| 5.4.2 Develop E-Cantonfair.com APP | 第91页 |
| 5.4.3 Promote the Certification Service of E-commerce Platform | 第91-92页 |
| 5.5 Speed Up the Introduction of Professionals and Strengthen the InternetMindset of employees | 第92页 |
| 5.6 Chapter Summary | 第92-94页 |
| 6. Conclusion and Research Prospects | 第94-97页 |
| 6.1 Conclusion | 第94-95页 |
| 6.2 Research Limitation | 第95页 |
| 6.3 Future Research | 第95-97页 |
| REFERENCE | 第97-98页 |
