当前全球数位浪潮下，互联网与电子商务正在改变企业的经营模式，并创造传统市场竞争难以比拟的优势，虚拟会展似乎逐渐成为企业进行产品宣传的理想平台，从而能更好的获得客户信息并减低交易成本。在过去，会展的展会平台通过建立电子商务网站加以宣传，而在当前数位化的网络系统下，虚拟会展已经具备了传统会展所不具有的功能和手段，日益成为一个相对独立的新会展形式。本研究透过全球各国家会展产业对数位化关注的调查结果，以及对当前虚拟会展发展的解析，探究未来虚拟会展发展的必然性。

关键词：虚拟会展、实体会展、数位化、会展产业 

Under the current global digital wave, the Internet and e-commerce are changing the business model of enterprises and creating the advantages which is incomparable for traditional markets. Virtual exhibition seems to gradually become an ideal platform for enterprises to carry out product promotion, so that they can better access customer information and reduce transaction costs. In the past, the platform of convention and exhibition was promoted through the establishment of e-commerce website. In the current digital network system, virtual exhibition provides the functions and means that traditional convention and exhibition cannot offer, which increasingly becomes a relatively independent new exhibition form. This study explores the of the future development of virtual exhibition through the results of inevitability the survey on digitalization concerned by the global exhibition industry, as well as the analysis of the current development of virtual exhibition.

Keywords: Virtual Exhibition, Physical Exhibition, Digitalization, Exhibition Industry