Improving The Overall Level Of Exhibition Marketing

At present, MICE industry is developing vigorously in our country, but the management of the whole exhibition is still in its primary stage, so it is necessary to draw lessons from it. Exhibition The successful experience of developed countries will improve the overall level of China's Convention and exhibition industry marketing.

In the past, the industry mentioned the exhibition marketing as a matter of exhibitors only. In fact, the main body of exhibition marketing included the government, exhibition enterprises, exhibitors and participants, and even the media. It is gratifying to note that the concept of "exhibition marketing is only an enterprise" is changing. For example, at present, domestic government departments and Exhibition circles have reached a consensus: exhibition cities should also be operated and promoted as a product. It is obvious that if a city strengthens its ties with ICCA (International Congress and conference Association) and other exhibitions and exhibition organizations, it will surely be able to win more large-scale exhibition activities.

Looking at the history of the world's exhibition industry, Germany, the United States, France, Singapore and other developed economies have been actively seeking support from international professional organizations. Some countries themselves have global trade associations. In other words, it is very important for a small exhibition company to have approval and support from relevant authoritative organizations as large as a country or city, especially for a global exhibition such as World Expo. Even for a single enterprise, the conferences or exhibitions held will be more attractive to participants and exhibitors and professional audiences if they can be recognized by international organizations.

The successful practice of many developed countries has proved that the smooth industry management system is City Exhibition Industry Basic conditions for healthy development and overall promotion. In the developed countries of Europe and the United States, the government does not directly participate in the organization and management of conferences or exhibitions, but provides the necessary support for the development of MICE industry. In addition to providing preferential policies, investing in venues, and assisting enterprises to go abroad to participate in exhibitions, it also assists and promotes the promotion of conferences and exhibitions by convention and exhibition companies.

Due to the limitations of long management and simple profit orientation, the government is organizing the exhibition companies and tourism enterprises to develop. Joint promotion There are great obstacles. In this regard, we can draw lessons from the successful mode of the French professional exhibition promotion committee (PromoS-alons) and set up a nationwide sales promotion union based on the principle of equality and voluntariness and greater investment, so that it is possible to promote joint marketing globally. Because a single exhibition company, even a strong exhibition group, does not have enough strength to establish its own network of offices in dozens of countries in the world. However, it is possible to form an effective international promotion network from the dozens of exhibitions belonging to different exhibition companies by concentrating their marketing funds together. At the same time, the exhibition will be unified planning, management and promotion.

What is particularly worth mentioning is that the Convention and Exhibition Department and the tourism industry often cooperate with each other in the overall promotion of exhibition activities, especially in global conferences or world fairs, while the domestic exhibition industry (Industry Association / exhibition company) has done very little in this respect. In the coming period, the domestic exhibition and tourism circles may wish to make some bold attempts in joint promotion, because there are many commonalities between exhibition activities and tourism activities, which determines that the exhibition department can cooperate with the tourism department when promoting the overall promotion of the destination. Even if the exhibition enterprises carry out marketing activities individually, they should combine the conferences and exhibitions with the tourist attractions and tourist reception facilities around the city.

The conferences and Exhibitions industry in many countries in the world has achieved great success and enjoys high reputation internationally. After all, launching joint promotions can not only shape and promote the overall image of the regional exhibition industry, but also effectively organize scattered funds, manpower and material resources to concentrate on promoting the excellent exhibition environment in the region and a number of brand meetings or exhibitions.