贸易、展示是展会的两大基本功能,在体验经济时代,赋予了会展更多的内涵,会展除了被动的展示参展产品外,还应主动增强会展的体验性与参与性,促进会展业的蓬勃发展。本文以日本无印良品举办的户外用品展示会为例,在分析其成功经营模式的基础上,尝试界定体验式会展的概念,提出其发展策略。 Trade and exhibition are two basic functions of the exhibition. In the era of experiential economy, more connotation is given to the exhibition. In addition to the passive display of products, the exhibition should also take the initiative to enhance the experience and participation of the exhibition and promote the prosperity of the exhibition industry development of. In this paper, Japan MUJI Outdoor Products Exhibition held as an example, based on the analysis of its successful business model, try to define the concept of experiential exhibition and propose its development strategy.