The Revelation Of Overseas Exhibition Marketing Belt To China

Stones from other hills can be used to attack jade.

The successful experience of developed countries can improve the overall level of China's Convention and exhibition industry marketing (including exhibition city marketing and exhibition enterprise marketing).

Generally speaking, the inspiration from the marketing practice of foreign exhibition circles to domestic exhibition marketing activities is as follows:

Update marketing concept

Any reform comes from the innovation of ideas.

Marketing has developed from early twentieth Century to today, and great changes have taken place in marketing theory, methods and techniques.

Therefore, from the government departments or trade associations to every exhibition enterprise, China's exhibition industry must establish a new marketing concept.

Specifically, the following three aspects are mainly manifested:

(1) in

As a matter of fact, in the past, when the industry mentioned marketing, it was considered that it was only a matter of exhibitors. In fact, the main body of exhibition marketing included government, exhibition enterprises, exhibitors and participants, and even the media.

It is gratifying to note that this backward concept is changing rapidly.

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.

(2) as far as marketing objects are concerned, marketing objects and priorities should also be changed because of different marketing objects and marketing objectives.

For a very typical example, most of the domestic exhibition companies thought that the focus of the marketing was exhibitors, and now they are gradually inclined to professional spectators or buyers. The renewal of this concept not only reflects the improvement of the management level of Chinese exhibition managers, but also reflects the growing maturity of the exhibition market abroad.

(3) on the marketing means, from the 1894 Leipzig Expo in Germany, the modern exhibition industry has gone through more than 100 spring and autumn years. The marketing means and a lot of new technologies used have been applied to the exhibition marketing activities, making the marketing competition more colorful.

Among them, the most dazzling is the development of network technology. The Internet has been widely used in mice activities, making customized marketing in exhibition management possible.

Seek support from relevant organizations

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.

From the perspective of exhibition marketing, relevant organizations generally include the following types:

(1) from the perspective of the economic development process of China's reform and opening up for more than 20 years, the government departments concerned can not do without the support of the government at the initial stage of development.

(2) from the perspective of resources available to the Convention and exhibition enterprises, the various foreign agencies mainly refer to overseas embassies and consulates, foreign liaison offices of various friendly organizations and offices established by other government agencies.

For example, when holding an international tourism fair, the undertaking unit (generally the provincial and municipal tourism bureaus) should cooperate with the Foreign Office of the National Tourism Administration, make full use of its advantages of being familiar with the local social and economic conditions, and choose appropriate channels for attracting and attracting investment.

{page_break}

(3) trade associations or associations overseas organizations mainly include two types: international and regional professional associations, such as International Congress and conference Association (ICCA), International Expo Alliance (UFI), International Exhibition Management Association (IAEM) and so on.

The guidance and recommendation of these authoritative organizations will undoubtedly enhance the reputation of the domestic exhibition enterprises and enhance the attractiveness of the exhibition. The other is the association of a certain industry, such as the World Tourism Organization (WTO), China Textile Industry Association and China Federation of automobile industry.

Promoting marketing technological innovation

From the perspective of marketing subjects, marketing techniques can be implemented.

It can be divided into two categories: exhibition city level and exhibition enterprise level.

For convention and exhibition cities, the competent authorities should unite with tourism, urban construction, media and other departments, and actively build a means of destination to strengthen collaboration among industries, and effectively enhance the comprehensive reception capacity of large-scale exhibition activities.

For industry associations or enterprises, we should set up an advanced customer relationship management (CRM) system as soon as possible, improve the market statistics system and customer database, conduct one-to-one marketing for exhibitors or major trade audiences, and interact with exhibitors and professional spectators in an interactive way, so as to improve products and adjust marketing plans in time.

Complementary to marketing technology innovation is to actively develop marketing channels, which is an effective supplement to direct sales exhibitions and a major way to promote new marketing technologies.

Under the condition that the overall strength of domestic exhibition enterprises is relatively weak, expanding marketing channels is a shortcut for development.