Convention And Exhibition Industry Will Gradually Merge Into Complementary Advantages And Enhance Global Competitiveness.

In the face of the impact of online exhibitions and e-commerce, the future of the entity business exhibition has attracted wide attention. Through data and case studies, this paper examines the interdependent and interactive relationship between the three, explores the unique value and development space of the entity business exhibition, and points out that the development trend of the modern large-scale trade shows is complementary to the advantages of network information technology and functional integration, that is, taking advantage of the entity business exhibition as the leading factor, integrating the technological advantages of online exhibition and e-commerce, optimizing the allocation of resources, integrating marketing communication and enhancing global competitiveness under the support of information exhibition venues and group exhibition enterprises.

　　 Integration and complementarity Premise

Goals and universals determine possibilities. Through a survey of the importance of marketing communication tools for 500 B2B exhibitors in Germany, 90% of the exhibitors believe that the website is important or very important; 83% of the exhibitors believe that face-to-face exhibition communication is important or very important. It can be seen that the communication between enterprise website and exhibition has become the two most important tools in the practice of marketing communication.

Large business exhibitions, online exhibitions and electronic commerce are all marketing communications, and they are interdependent and interactive. Their goal is the same, that is, to overcome asymmetric barriers through information communication, to facilitate transactions, to win economic benefits, to disseminate commodities and corporate brands, to get to know partners, to understand the progress of the industry, and to promote innovation and competition. The three have the advantages and complementary premise of complementary advantages and functional integration. However, they focus on on-site communication, online communication and trading procedures in specific division of labor.

Each has its strong points, suggesting the necessity. From the point of view of marketing communication, the trade and communication functions of the three parties are compared. The results show that there are advantages in terms of trade links, business risks, types of dissemination, ways of communication and information content. Online exhibitions and e-commerce have advantages in terms of trade costs, access conditions, environmental risks, scope of dissemination, and information feedback.

　　 Co opetition relationship Analysis

Online exhibition can not replace entity business exhibition. A survey of the world's top 100 exhibitors and 100 online exhibitions in China shows that at present, domestic and foreign large commercial exhibitions have not separated from the physical exhibitions and independently set up online exhibitions. The webpage design of all web exhibitions is based on the content of the entity exhibition, and as a supplementary tool for the entity exhibition and communication service, it appears in front of the public.

Online exhibition can provide value-added services for the entity business exhibition. Most of the existing online exhibitions abroad consist of two main parts: Exhibition overview (TradeShowProfile) and information service (InformationService). Among them, information service usually includes three parts: information for exhibitors (forexhibitor), information for audience (forvisitor) and information for media reporters (forpress). The basic structure of online trade shows in China is similar to that in other countries. Only a lot of online exhibitions have added electronic magazine services to the Internet. Part of the network exhibition also opened up e-commerce platform.

In the future, business exhibitions will continue to focus on physical exhibitions and online exhibitions. Through the investigation of the synchronized exhibition of foreign exhibition in China, it was learned that although there are nearly 92% entities exhibition with synchronized theme network exhibition, so far, no network exhibition has completely separated from the entity exhibition. In addition, the content and process design of the network exhibition and the information and services provided are all directly attached to the physical exhibition. In the future, the development trend of large commercial exhibitions will continue to be dominated by physical exhibitions, supplemented by online exhibitions.

online Exhibition scale Expand rapidly and decompose the market. In 2010, China's B2B e-commerce transactions amounted to 3 trillion and 800 billion yuan, an increase of 15.8% over the same period last year, and the scale of online retail transactions amounted to 513 billion 100 million yuan, accounting for 3% of the total retail sales of social commodities throughout the year. Here, the electronic commerce mode breaks through the limitation of traditional commercial exhibitions in terms of time, space and access conditions. The market scale expands rapidly, and it strongly partitioned the B2B/B2C exhibition market.

Online exhibition to solve trust and security problems still need to rely on entity business exhibition. E-commerce focuses more on trading links to achieve transactions. However, the trading process is only one of the many links of marketing communication in large commercial exhibitions. According to the theory of "marketing as communication", trading procedures are not decisive in modern commodity exchange. The main purpose of exhibitors participating in exhibitions is not only to facilitate transactions, but also to publicize enterprises and commodities, especially their brands and culture, and to establish extensive and in-depth marketing relations with visitors and other exhibitors, and strive for understanding, trust and long-term cooperation on the basis of safeguarding transaction safety.

Business activities of online exhibitions can not be separated from the offline trade shows. According to the statistics of e-commerce procurement scale, SMEs mostly use e-commerce procurement mode, while large enterprises prefer to participate in the entity Trade Fair for procurement. In a questionnaire for e-procurement providers, the flexibility of communication has become the biggest problem affecting communication, accounting for 35%. This shows that e-commerce negotiations lack the necessary flexibility and sufficient space. The reason why the entity business chose the way of scale gathering and on-site communication is mainly because it has better transaction flexibility and communication effect.

The credibility crisis of online exhibition highlights the value of entity business exhibition. According to statistics, 89.2% of people are worried about fake and shoddy websites. 86.9% of them said they would opt out if they could not get further information from the website. Once faced with the security problems brought about by the integrity crisis of online transactions, most enterprises will choose a well-known, high reputation entity exhibitor to achieve the transaction.
 

Resource integration and win win

The exhibition will play a supporting role in online exhibitions, such as customer experience, brand communication and security. First of all, the entity exhibition can make up for the lack of online exhibitions in the complex sexy experience and all-round marketing communication. Secondly, physical exhibitions can provide quality assurance and reputation protection to satisfy the psychological habit of "seeing is believing" for a long time. Thirdly, exhibitors can communicate through the exhibition site to form a stable and reliable marketing relationship so as to avoid the leakage of customer privacy and business secrets caused by network security risks. Finally, through the long accumulation of brand value, the famous international trade show can benefit the online exhibition that is launched synchronously, and achieve the radiation and extension of brand benefit.

Online exhibition has become a tool of entity business exhibition in the aspects of exhibition space and time, interactive communication, consulting service and self participation. Online exhibition can expand the scale of exhibition and expand the time and space by online and virtual space. For example, the average daily visit volume of the Guangzhou Canton Fair is 600 thousand passengers, and the number of 7 million visitors is more than that of the Canton Fair. The development and utilization of new media means by online exhibition can effectively promote the interaction and interaction of instant information. In addition, the page setup of online exhibitions can provide holographic consultation services, and self-service exhibitors can facilitate personalized exhibition.

B2B e-commerce has been involved in offline exhibition services and has become an industry craze. According to the survey, 5 B2B listed companies, including Hsin, netwin, Huicong, global resources and China manufacturing network, have been involved in the exhibition service field, and have joined the online and offline composite exhibition business, which has confirmed the necessity of the physical exhibition from a certain aspect. This has become a hot topic and trend in the development of e-commerce and Convention and exhibition industry in China in recent years.

The entity exhibition integrates e-commerce to realize the innovation of service concept and exhibition mode. The official website of the Canton Fair set up an e-commerce platform "trade matching". In addition, e-commerce giants such as Kun, Wang Sheng Bao, etc. have set up offline exhibition companies or cooperate with entity exhibitions to form a trinity strategic framework of "professional company + online platform + offline Exhibition", which has realized the organic unification of "online and offline" and promoted the innovation and development of China's exhibition industry. By means of "on line professional exhibition platform" and "database marketing", the entity Trade Fair is now implementing a professional exhibition service innovation of "exhibiting and exhibiting all year".

CONCLUSIONS AND SUGGESTIONS

Physical exhibition will still lead the development of modern MICE industry. Facts show that relying on Convention and exhibition venues, the entity exhibition will remain irreplaceable in the domestic and foreign trade pattern. As an emerging business service mode under the Internet, online exhibition and e-commerce are playing an increasingly important role in marketing communication activities. The future development mode of modern mice should be based on entity exhibitions, supplemented by online exhibition forms and e-commerce platforms. On the basis of giving full play to their respective advantages, we should integrate and complement each other, keep pace with the times and enhance global competitiveness. The large-scale construction and operation of exhibition venues will still be an essential material condition for the development of exhibitions. The advanced and applicable exhibition venues will support the new pattern of domestic and foreign trade, which is dominated by entity business development, online exhibition and e-commerce.

Network technology and new media will innovate exhibition communication. The integration and utilization of network technology and new media resources will continuously innovate the marketing communication activities of modern mice. The survey shows that many forms of network technology and new media have been integrated into modern commerce and domestic and foreign trade, and many of them are in the exploratory stage of experiment and have great potential for development. It is foreseeable that new media and new technologies will integrate resources and serve entities. This requires the hardware facilities of exhibition venues to adapt to the requirements of new technology and new media business applications.

In addition, the new mobile e-commerce mode can reduce circulation, reduce transaction costs, speed up capital turnover and inventory turnover, improve marketing efficiency, expand domestic and foreign markets, facilitate information recording, improve customer service, and strengthen customer relationship management. Therefore, the modern convention and exhibition venues and exhibition operations should pay close attention to the mode innovation of online exhibition and e-commerce, truly "customer centered", constantly innovate the form and means of exhibition communication, and open up new channels for marketing communication.