Research On The Function And Exhibition Strategy Of Exhibition

Since the establishment of a socialist market economic system in China, especially after its accession to the WTO, exhibitions have mushroomed rapidly. At present, a new exhibition industry has been formed. Because of its remarkable function and current level and prospect, it is known as "sunrise industry" by the society. Its function is significant, and its prospects for development are considerable. However, the current total amount is small, and the contribution rate to GTP is only 0.05%, which is far from the 0.5% of developed countries (such as Germany). The level is low, and the effect, efficiency and efficiency need to be improved. Under such circumstances, we should recognize its function and grasp its participation. Exhibition strategy It is of great practical significance to make good use of exhibitions, do well exhibitions and promote the healthy development of the exhibition industry. Based on the relevant information at home and abroad, and combining with some practical experience of Da Mei International Information Exhibition for many years, this paper makes a comprehensive analysis and study, focusing on the functions and functions of the exhibition in marketing, and puts forward some views and suggestions on exhibitors and Exhibition strategies.

Function of exhibition

It has the commonality of general marketing communication tools: advertising, promotion, direct selling, public relations and so on.

It also has significant characteristics: display brand and image; producers, wholesalers, distributors, communication and trade gathering point; investigation and observation of information related places. To help exhibitors and businessmen accurately grasp the development trend of the industry, formulate practical production, business strategies, strategies and plans; it is a low-cost marketing intermediary. According to the relevant information, the average cost of finding a customer is compared with salesmen's sales promotion, public relations promotion, advertising promotion and so on. It is 1:6. Obviously better than other means. All these functions are the objective basis for exhibitors and businessmen to enjoy the exhibition, and also the foothold for exhibitors to do well in the exhibition.

In addition, it is often used to display the achievements, image and environment of cities, industries, etc. as a form of publicity and investment promotion. Effective means 。 It can also bring comprehensive benefits to many hotels such as hotels, restaurants, spanportation, tourism, telecommunications and so on. This is the main reason why the government supports exhibitions and some hosts exhibitions.

Two. Participation strategy

Fully recognizing the function and function of the exhibition and adopting the correct strategy is the key to the success of the exhibition.

(1) we should do all aspects of the work in a comprehensive and systematic way. Exhibition is a very complex system engineering. If we want to participate in the exhibition successfully, we must do a good job in all aspects of the system. From the formulation of plans, market research, exhibition, booth selection, exhibition collection, customs declaration, spanportation, merchants invitation, exhibition layout, advertising, personnel training, pre - and post conference activities, organizing spanactions and spanporting goods back to the exhibition are interrelated and interrelated organic whole. The results of each work will affect the whole exhibition. The absence or fault of each job will affect the success or failure of the whole exhibition. Conscientiously and systematically doing every part of the work will make participating in the exhibition the most cost saving component of the marketing plan.

(two) we should grasp the main points. According to the successful experience, we should focus on the following aspects:

1, clear the purpose of exhibiting and avoid blindness.

2, choosing a fair should mainly consider two factors: first, the purpose of exhibition; two, the exhibition. The factors of the exhibition should be considered: 1) the target market of the exhibition; 2) the scale of the exhibition; 3) the organizing ability of the exhibition organizer (from the aspects of exhibition, exhibition, booth construction, etc.); 4) the history and influence of the exhibition; 5) the cost situation; 6) the exhibition location (city, exhibition hall). We should combine the two aspects to analyze, so that we can choose "quantity and body to choose clothes".

3, do a good job in pre event activities, such as selecting and training exhibitors, advertising, merchants invitation, exhibits collection, customs declaration and spanportation.

4, do a good job in the activities, such as booth, booth layout, product display, demonstration, trade negotiation, organization spanaction, new product launch, dealer annual meeting, etc.

5, do a good job after the event, such as doing a good job of summing up, evaluating the effect, organizing the future trade and studying the next time. Exhibition direction And so on.

6. Participate in periodical exhibitions selectively. After the majority of the chamber of Commerce, the conference is published, which is complementary and complementary to the exhibition. Through the paper media, we can further expand the effectiveness of the exhibition. The effect of publication can not be ignored. Exhibitors should take part in periodical exhibitions according to the purpose of exhibition and the effect of previous publications, so as to save time, effort, money and good results.

7, pay attention to network exhibition. At present, some qualified exhibitors in China have begun to attach importance to organizing network exhibitions. Taking it as a complement and complementary measure to the exhibition, it is known as an exhibition that does not end. It is showing its vigorous vitality: A. has low cost, fast speed and great possibility of success; B. will have equal business opportunities in large and medium sized enterprises, and C. will reduce the intermediate links in marketing. It is a new scenic spot in the development of exhibition industry. With the development of electronic technology and e-commerce, it is expected to become the main body of modern exhibition industry. Smart exhibitors should seize the opportunity to seize this scenic spot to provide better services.

Three, exhibition strategy

The most basic strategy of the exhibition is to do everything possible to meet the increasing demand of exhibitors and merchants, and to match with the exhibitors' strategies. We should do well in the exhibition planning, the overall promotion, the attracting investment, the venue selection arrangement and a series of supporting services. According to the current situation of exhibition industry and the basic strategy of exhibition, we should adopt the general train of thought for optimizing exhibition, Running Journal and developing network exhibition.

(1) to optimize the exhibition, according to the relevant experts' suggestions and actual situations in the industry, we should concentrate our efforts on improving the three effects (improving efficiency, improving efficiency, improving efficiency), and promoting the four modernizations (marketization, specialization, internationalization and informatization).

To improve the effect, we will provide excellent services to exhibitors and merchants after the meeting. We will maximize the satisfaction of their service needs, attract enough effective exhibitors and merchants to attend the meeting, and strive to promote satisfactory turnover and prognosis turnover. In particular, more exhibitors should be invited to participate in the exhibition. The number of consecutive exhibitions is a concentrated expression of the effect of the current exhibition, and it is also an effective driving force for the development of the exhibition. According to the relevant information, the ratio of maintaining an old customer and developing a new customer is 1:4 - 5.

To improve efficiency means organizing meticulously, arranging reasonably, training staff, reducing organizational links and avoiding "human sea tactics".
Improving efficiency means that every exhibition should be careful and avoid wasting. Successful exhibitions must be popular and profitable.
Marketing is an economic activity. Exhibitions should follow the laws of market economy, formulate and implement business plans and carry out economic accounting.
Professional, professional exhibition, professional organization and professional staff. Prevent big Hulun.
Internationalization refers to gradually integrating with international conventions and international norms.
Information refers to the exhibition information such as organization method, document and picture data digitization, management and service, effectiveness evaluation (including exhibitors, merchants and related aspects of the exhibition feedback feedback collection, sorting and analysis), and so on, and gradually achieve informatization, science is accurate and accurate, convenient for customers, saving manpower.

(two) do well in the exhibition. We will further improve the layout design, enrich the content, improve the quality, expand the distribution, and attract more exhibitors to participate in the exhibition.

(three) developing network exhibition. At present, many exhibition organizations have recognized its advantages and prospects, but due to the limited conditions and technology, there are few. Many people of insight in the industry are making great efforts to create conditions. We can believe that it will soon create a climate.

Four, research conclusions and recommendations

In conclusion, it can be concluded that:

(a) exhibition is a low-cost marketing intermediary. It has the commonality of general marketing communication tools, and has its remarkable characteristics. It plays an important role in marketing. At the same time, it also has a comprehensive effect that can not be neglected. It is suggested that producers, wholesalers and distributors fully attach importance to and use the medium of exhibition as an important part of marketing strategy, and the government supports it to give full play to its comprehensive effect.

(two) exhibition is a very complex systematic project. It is suggested that exhibitors should pay attention to the work of every link and do a good job in every aspect.

(three) to do everything possible to meet the growing demand for services of exhibitors and merchants, and strive to do well the work at the core of exhibitors is the most basic strategy for successful exhibitions. It is suggested that exhibitors adopt the general idea of optimizing exhibition, Running Journal and developing network exhibition, and strive to realize the basic strategy.

(four) only when exhibitors and exhibitors work together, cooperate closely and do their respective work well, can the function of the exhibition be brought into full play and win-win results can be achieved. Therefore, it is suggested that measures should be taken to further strengthen interrelated and effective cooperation.

(five) the development and upgrading of the exhibition industry requires close coordination, guidance and support from the government. Therefore, we should actively promote the government's formulation of measures, industry standards and self-discipline, and guide rational competition so as to ensure its rapid and healthy development.