Research On Brand Equity Of Convention Center-Based On PCO's Perception

Convention center is essential to the development of convention & exhibition industry, and also it is the exhibition space for Professional Convention Organizer. From the beginning to the end of the show, almost all of the activities carried out around the convention center, so convention center becomes a key point in the chain of convention & exhibition industry. With the rapid development of convention & exhibition industry in China, the scale of China's convention & exhibition industry was gradually expanded, especially the construction number of convention center. The springing up of the convention center not only caused some of them relative surplus, idle and waste, but also intensified the competition between the convention center around. In the increasingly open and competitive MICE market, the brand has become the focus of competition, a well-known brands can support a company grow up, a brand exhibition is the fundamental to the exhibition company's survival and development, similarly, if a Convention Center is able to attract brand show and exhibition companies and also can get their recognition, it will be an important magic weapon to the Convention Center to establish their own brands.There is only few research on convention center at present, and most of them focused on the site selection. The research on the convention center brand equity building is lack of attention. Considering the important of brand equity to convention center, this thesis try to build the brand equity of convention center from the perception of PCO, in order to help the manager of the convention center get a clear understanding of the their advantages to improve the occupancy of it.And this thesis is organized in five sections.The first section is the exordium, which has elaborated the research background, research significance, category and frameworks.The second section is the literature review. This section has reviewed the domestic and foreign literature relating brand equity and brand equity model, thus supply the theoretical principle to the research model of this thesis. From the review of applied the brand equity model to a company, the author use the experience of tourism industry research. Finally, the author reviewed the relevant research of Convention Centre at home and abroad, and comes up with the important and necessity of the brand equity research on convention center.The third section is the statement of the research design. This section has developed the research model of this thesis and explained the design of the questionnaire scales.The fourth section is empirical research. Through description statistics, factor analysis and structure equation modeling, data are analyzed and five hypotheses are validated. Hardware support, location, price perception, service dimension and brand distinction are five components of brand equity of convention center, and also location contributes most to brand equity of convention center while price perception least.The last section is the conclusions and prospects of the article. By trying developing model and indicator of the brand equity of convention center, we conclude the main ideas of the thesis. At the same time, the limitations and follow-up research prospects are analyzed.