Functions And Functions Of Mice In Enterprise Marketing Strategy

　　 Exhibition In Enterprises Marketing Management Strategic function Its function

Convention and exhibition is only one of the means of business promotion in the traditional marketing theory. With the continuous development of its connotation, form, content and function, compared with other sales promotion methods, the status of mice in the enterprise marketing strategy has been re recognized, and its functions and functions are mainly as follows:

First, through convention and exhibition, enterprises can display their brands, and promote their products through the information channels and networks provided by the exhibition. Enterprises can communicate directly with target customers in a very short time. They can send product information to specific customers and produce immediate reactions from customers.

Second, exhibition is the convergence point for producers, wholesalers and distributors to communicate, communicate and trade. Professional exhibition is a microcosm of the industry it represents. To some extent, it is even a market. Enterprises can establish and maintain relations with stakeholders in the exhibition, and establish the overall image of enterprises in the market.

Third, through the investigation and observation during the exhibition, enterprises can collect information about competitors, distributors and new and old customers. Enterprises can quickly and accurately understand the latest products and inventions at home and abroad and the development trend of the industry, so as to provide the basis for enterprises to formulate the next development strategy.

Fourth, low cost. According to the Commonwealth exhibition Federation, exhibition is superior to salesmen's marketing, public relations, advertising and other means of marketing intermediaries. Finding a customer through a general channel costs 219 pounds, while the cost of exhibition is only 35 pounds.

It can be said that the exhibition has the common attributes of other marketing communication tools. As an advertising tool, convention and exhibition use specific media (exhibition) to send messages to targeted audiences. As a promotional tool, exhibitions have many functions and provide customers with a sense of urgency to stimulate and buy; as a form of direct marketing, mice can produce immediate reactions from audiences; as public relations, exhibitions can usually enhance the company's image.

With the increasingly fierce market competition and accelerated product market segmentation, people's understanding of the importance of exhibition is becoming more and more profound. As an effective business platform between enterprises, exhibition provides a bridge and stage for enterprises to display products, exchange technology, negotiate trade, collect quotations, and expand the market. In developed countries, enterprises participating in exhibition and product promotion have become important marketing activities of enterprises. A recent survey by the US trade and exhibition bureau shows that more than 2/3 of enterprises in manufacturing, communications and wholesale industries often participate in the exhibition. Although financial and insurance services can only display information and pictures, more than 1/3 of the companies will be regarded as the main means of marketing. In Germany, enterprises will take part in the exhibition as the top priority of R & D. They believe that no commercial activity can talk face to face with dozens of customers every day, and eventually facilitate the signing.

In China, with the rapid development of economy, the exhibition industry, as a barometer of the economy, has become a new growth point of the national economy. There are numerous forms of exhibition covering all kinds of industries, and more and more exhibitors are exhibiting. According to the statistics of China International Exhibition Center, the total number of exhibitions held in 1999 was 1326, an increase of nearly 5% over 1998. Such as real estate sales, the housing exhibition has become one of the best marketing methods for real estate developers because of its low cost, large profits and quick results. The exhibition will not only provide houses for buyers, but also provide developers with a showcase of real estate. "Redevelopment thin sales" is the trend of the development of exhibitions. Some developers, speaking of the benefits of exhibitions, believe that the cost of attending exhibitions is lower than the cost of advertising media, and that they are more targeted to target customers. Even if they can not sell large quantities of real estate, they will surely bring invisible and long-term benefits.