作　　者： ;

机构地区： 中山大学旅游学院

出　　处： 《人文地理》 2011年第5期 105-110,共6页

摘　　要： 广交会是定期举办的大型商务活动,对举办城市住宿业具有深远的且持续的影响。其终端客户（参展商和采购商）的住宿产品购买模式有别于观光游客和普通商务游客,该领域的研究尚不多见。研究发现：（1）广交会的终端客户住宿产品购买模式主要是自主购买模式、中介机构导向的集体购买模式和客户公司买单模式。其中,参展商的主要模式是通过交易团进行集体采购,而采购商的主要模式是采用自主购买;客户公司买单是采购商特有的＂购买＂模式。（2）中介机构参与是终端客户集体购买模式的显著特点,中介机构与终端客户形成了一个购买中心,终端客户在这个中心中担任着使用者、影响者和决策者的角色,而中介机构的主要职责是代表购买中心实施集体采购;且参展商与采购商的集团购买模式还存在显著差异。 Guangzhou,the capital of Guangdong province in China,is host to the biannual Canton Fair,which has been a comprehensive trade fair for importers and exporters since 1957.As a large-scale business activity,Canton Fair is held regularly in Guangzhou.It has a profound and lasting impact on the host city in the hotel industry.The purchase style of the terminal clients（exhibitors and buyers） buying accommodation products is different from the general business travelers and tourists,but the relative research is still rare.This study shows that： 1） there are three purchase styles including self-purchase,bulk purchase leading by agency and paid by exhibitors.Among them,the exhibitors＇ purchase style is mainly bulk purchase leading by trade groups.The buyers＇ purchase style is mainly self-purchase.Paid by exhibitors is the special style that the buyers purchase accommodation products themselves.2） agencies act as a notable feature in the bulk purchase.In this style,agencies and terminal clients form a buying center.Terminal clients play the role as users,influencers and decision makers,while agencies act as the implementation of bulk procurement on behalf of buying center.The bulk purchase style between exhibitors and buyers also has significant differences.There are significant differences of exhibitors and buyers lying in two aspects of the bulk purchase style.Firstly,the bulk purchase of the exhibitors is either compellent or half-compellent,while that of the buyers is absolutely voluntary.Secondly,there are circumstances when multi-agents exist during the bulk purchase of the exhibitors,which means that the overseas agency entrusts the relevant matters to another agency.

关 键 词： 广交会 参展商 采购商 交易团 住宿产品 购买模式

分 类 号： [F590.63]

领　　域： []