Convention And Exhibition, New Marketing Tool For Enterprises

As a promising sunrise industry and green industry, the exhibition industry has begun to take shape and develop rapidly in China, and the era of exhibition economy is coming.

With market competition becoming more intense and product market becoming more and more fragmented, convention and exhibition, as an effective business platform between enterprises, has the incomparable superiority of other marketing media. Enterprises can promote product marketing and establish brand image by participating in exhibition, which will become the important marketing activity of enterprises. At the same time, the exhibiting capability of exhibiting enterprises will also be put forward higher requirements.

At present, many enterprises in China do not pay enough attention to exhibitors.

The reason is that the development of exhibition industry in China is still not mature at present. Most of the mice are small in scale, lack of clear positioning, high participation fees, and low level of vicious competition, leading to the poor effect of exhibitors and the enthusiasm of exhibitors. On the other hand, enterprises are not familiar with the exhibition, the awareness of establishing brand image is not enough, the exhibition ability is not strong, and the purpose of exhibition is not clear.

It is undoubtedly of great significance for the healthy development of China's Convention and exhibition economy to enhance the familiarity of exhibition functions and strengthen the exhibition capabilities of enterprises.

This article will explore the functions and functions of enterprise marketing strategy and the strategy of exhibiting enterprises.

The connotation and classification of exhibition

(1) the connotation of mice

The exhibition, referred to as the short for exhibition, is a kind of activity aimed at promoting marketing, which can be displayed in exhibitions, trade fairs, exhibitions or commercial markets. Its main purpose is to publicize competition and complementation of sellers' information and display their products and services, which rents up areas or stalls that are distributed in a building or on limited venues, and its audience includes selected customers, potential buyers, decision makers and middlemen.

With the development of society and the progress of science and technology, the exhibition industry, as an economic form of existence, is constantly adjusting and changing in its form, content, function and way of exhibition.

Especially the exhibition called "never ending" - the emergence of online exhibition has brought about profound changes in the exhibition industry and has replaced the trend of physical exhibition.

(two) classification of mice

Mice can be categorized according to their geographical scope, market coverage and objects.

According to geographical scope, mice can be divided into four levels: International, national, regional and local.

The scale of local exhibitions is relatively small, which aims to attract visitors around the world, such as exhibitions held by cities. Regional exhibitions are generally part of the National Convention and exhibition; exhibitors and spectators of international exhibitions often come from many countries. Today, the first Asian exhibition of information technology (CeBIT Asia) and the China Export Commodities Fair (Canton Fair) held by the exhibition hall of Hannover, Germany, are held in Shanghai.

With the development of economic globalization and China's accession to the WTO, more and more international exhibitions will be held in China.

According to the market coverage of the exhibition or the nature of the product, the exhibition can be divided into professional (vertical) exhibition and comprehensive (horizontal) exhibition.

The theme of the former is relatively strong, and the scale of the former is generally less than that of the comprehensive exhibition.

With the rapid development of the economy and the gradual improvement of the exhibition market, many exhibitions and exhibitors have provided abundant exhibitors for exhibitors. The demand of exhibitors for market segmentation is more and more urgent. Comprehensive exhibitions can no longer meet the requirements of exhibitors. Professional exhibitions will become the mainstream of the exhibition. Almost every industry has its own exhibition.

The exhibition of western developed countries has completed the pition from comprehensive exhibition to professional exhibition. China's exhibition also has the trend of pformation, for example, the Beijing International Fair has shifted from large-scale comprehensive exhibition to consumer goods professional exhibition since the seventh session.

According to their different objects, exhibition can be divided into exhibition oriented to commercial customers (Professional) and Convention and Exhibition facing the general public.

For example, the science popularization exhibition entitled "life, nature and sex" held at the Guangdong Provincial Museum in August 17th is the exhibition for the public.