SWOT Feasibility Analysis For Exhibition

< p > Why do you participate in the exhibition? When will you attend the exhibition? What kind of exhibition will you attend? < /p >

< p > like other major marketing activities of brand management, when considering the exhibition marketing, enterprises should consider the overall situation of the enterprise operation system and the height of the brand management strategy, and adopt SWOT to carry out the feasibility analysis.

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< p > 1. the status quo of enterprises and brands, including brand awareness (reputation and loyalty), including channel construction and market layout, including product competitiveness, including operation process and support system, including operation team.

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< p > emerging enterprises and brands are best advised to participate in the exhibition.

Although the exhibition can build a good display platform and investment platform for the brand, the exhibition marketing will also put forward relatively high requirements for the product strength, image and operation power of the enterprise.

As a newly emerging enterprise and brand, if all kinds of basic work is not done well, it may backfire, but it will damage the reputation of the enterprise and brand.

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< p > exhibition marketing is from a certain point of view the comprehensive strength of the brand. It is more concentrated to display the essence and personality of the brand by means of the exhibition platform, so as to establish or enhance the confidence of the customers or the market in the brand.

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< p > brand management does not mean "a handsome person to cover up a hundred ugly", only "a mouse of excrement, destroy a pot of soup".

Exhibition marketing from a certain angle is a "arena", many brands gathered in a hall, more than the bright spot, than personality, strength.

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< p > of course, a flaw in the brand will also be exposed to a large audience (including professional audiences, including competitors, including the media, etc.).

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< p > 2.. Perhaps the purpose of your exhibition is to increase the visibility of your product or brand quickly. Perhaps the purpose of your exhibition is to break the dilemma of brand investment and so on. Different brands have different purposes for exhibiting, but the following questions should be considered.

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< p > is your product competitive? < /p >

< p > How about brand packaging and brand image work? < /p >

< p > whether there are at least two direct stores, do these terminals have the model effect of brand image, sales performance and store operation? < /p >

< p > has the construction and layout of the channel been clearly planned and whether the existing channels or terminals are well operated? < /p >

< p > is your operation process and logistics chain smooth? < /p >

< p > is your operation team professional? < /p >

< p > unless the enterprise has a good brand operation foundation or business resources, such as product development capability, product quality basis, commodity planning capability and supply chain, brand planning and brand packaging, marketing capabilities, terminal operation capabilities, internal operation capabilities, etc., generally speaking, emerging brands or enterprises have better choose to participate in exhibition marketing after accumulating certain brand operation foundation and experience, so that it is more likely to get twice the result with half the effort.

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< p > exhibition marketing is like an isolated marketing activity, but it is closely related to the whole brand operation system and supporting system of the enterprise.

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< p > for many brand marketing franchises, there are at least two direct terminals with more than one year's successful experience.

This is clearly stipulated in the regulations of the State Council on the administration of commercial franchise.

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P > 3.. There are different exhibitions in different places. Beijing CHIC as a weathervane of the national garment industry has a good influence on the national market, especially the shopping malls in all places. Of course, it has the same influence on the dealers in all parts of the country. The long history, such as Dalian clothing festival, is like the city festival of Dalian, especially in the past few years. Its popularity is even higher than that of CHIC, which has a very high banner role in the northern market, especially in the Northeast market. In recent years, the new fashion show belongs to the Shenzhen fashion show, which has great influence on the Southern China market and the women's clothing market. <

Different professional clothing categories, different brand positioning, different exhibition purposes, and even in different stages and strength of different enterprises or brands, the choice of exhibition standards are different.

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