Enterprises Should Enhance Their Awareness Of Participating In Exhibition

< p > > Why do we participate in exhibition? What kind of exhibitions will be chosen? What exhibitions will be helpful to the sales of enterprises and products?

All kinds of problems are often vague in most enterprises.

For exhibitors, enterprises really lack "awareness".

Chen Zeyan, Secretary General of China Exhibition Economy Research Association, said: "with regard to participating in the exhibition, enterprises should be strengthened.

The enhancement of participation consciousness is the realization of enterprises' use of exhibitions to realize their own development.

He further pointed out that enterprises should establish brand awareness, market awareness and legal awareness when participating in the exhibition.

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< p > establish a sense of "a href=" http://www.91se91.com/news/index_z.asp > exhibitors' consciousness < /a > /p >

< p > by the end of the year, "Convention and Exhibition wind" is still in place. The flourishing exhibition industry in Beijing is still "red wine and green". Many enterprises want to get the last pot of gold before the new year comes.

Beijing's various exhibition venues are changing all kinds of dazzling exhibitions with various names. The thick commercial atmosphere spreads the last "day" of the year.

The reporter went to the exhibition hall to investigate it. I think the exhibition should be crowded with people.

Unfortunately, the exhibition site is cold and clear, exhibitors frowning, wandering around, and in the exhibition, the exhibitors feel "deceived" to make a phone call to "condemn" the organizers. More exhibitors and exhibition companies staged "Wu Song tiger", the two sides tangled up.

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< p > the exhibition economy in various places is in the ascendant, and countless exhibition companies are mixed up. The phenomenon of cheating shows is still rampant at the end of the year.

Ying Lijun, the Education Committee of China Exhibition Economy Research Association, said: "the exhibition industry in China is in the primary market stage, and the market maturity is not enough." cheating Exhibition "is one of the inevitable phenomena at this stage.

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< p > exhibitors and exhibitors are a pair of contradictions. Ying Lijun said: among the exhibitors who were cheated, there were many exhibitors and international enterprises. However, most exhibitors belonged to the "perceptual type". A more obvious trend in the behavioral characteristics of the perceptual exhibitors was in the state of "not deceive oneself and deceive", lack of rationality, lack of objectivity, lack of awareness of the theme exhibition and the lack of exhibition experience.

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< p >, how to avoid cheating exhibition? Ying Li Jun thinks: risk avoidance should be taken from "rational participation".

First of all, exhibitors start from themselves, improve their participation skills and skills, exercise their eyes and eyes, recognize the authenticity of exhibitions, and train themselves to become mature exhibitors.

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< p > Chen Zeyan also pointed out that exhibitors need to be rational in their participation.

He added: "when an enterprise receives multiple invitations, it should pay attention to selecting professional exhibitions that are related to itself and take the initiative to collect more relevant exhibition information, such as: who is the sponsor, how many times the exhibition is held, media coverage and so on."

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< p > enterprises should use the medium of exhibition to expand their sales in the market, so we must rationally choose the exhibition. "Generally speaking, enterprises should seriously consider whether the exhibition can combine with their strategy and not blindly look at its scale; besides, time and place should also be chosen.

Since exhibitors should be steadfast and rational, they should not be careless in the selection of exhibits and booth construction.

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< p > exhibitors should have < a href= "http://www.91se91.com/news/list.aspx Classid=101112106103" > brand and market consciousness < /a > /p >

< p > why should an enterprise participate in the exhibition? Jiang Huai, chief executive officer of Guangdong modern exhibition management company, thinks: first, the need of the market.

Fierce competition in the market, enterprises in order to get the most effective development, often choose to show new products and technologies in the exhibition, laying a solid foundation for the smooth development of marketing in the future.

Next is the need of product marketing.

Large and large enterprises at home and abroad are very good at choosing exhibition opportunities to seek agency cooperation, establish brand awareness and establish horizontal links in the same industry.

Third, corporate image needs.

As a very effective and direct publicity campaign, the publicity effect of the exhibition is different from that of the traditional media, and the yield effect is often higher than that of the traditional media.

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< p > exhibition helps Chinese enterprises open up the market and effectively take advantage of professional exhibitions to promote products to the international market, to find new projects and new opportunities for cooperation, and to increase knowledge, renew ideas and develop ideas.

So why do many companies sigh after the exhibition that the results are not ideal? "Attending the exhibition requires enterprises to choose high-quality products to participate in exhibitions, improve their exhibition levels, and focus on image publicity.

These factors are directly related to the corporate image, brand image and the long-term interests of the enterprise.

Li Rengui, general manager of general international advertising and exhibition company, said: "during the exhibition, we found that some enterprises have a rather short view. When they participate in the exhibition, they do not pay attention to the image of the company.

Exhibitors have made considerable investments in enterprises. They must not lose their fruits by picking up sesame seeds and losing watermelons.

In fact, while setting up the market strategy consciousness, it is actually helping enterprises to establish brand and corporate image, so as to achieve the goal of developing the market and promoting export.

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< p >, how should enterprises establish brand awareness and market awareness? Li Rengui said: "the so-called" brand consciousness "is to choose good quality famous brands and high quality products to participate in the exhibition and create famous brands.

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< p > brand awareness is closely related to the market awareness of enterprises. Jiang Huai said: "in fact, exhibitors'" market awareness "is to find out, combined with local market conditions, choose marketable products.

Exhibitors must have a long-term vision and deal with the relationship between immediate interests and long-term development.

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< p > exhibitors should have < a href= "http://www.91se91.com/news/list.aspx Classid=101112106103" > legal awareness < /a > /p >

< p > "at present, there are more and more disputes and lawsuits involving intellectual property rights in Chinese enterprises' overseas exhibitions."

Several overseas exhibition organizations' salesmen sighed.

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< p > with the liberalization of the right to operate foreign trade, more enterprises begin to enter the international market through the platform of exhibition.

However, due to the weak sense of intellectual property and lack of experience, many enterprises are troubled by infringement incidents in the exhibition.

In the European and American markets, the protection of intellectual property rights is highly valued.

Mao Daben, general manager of Beijing Mu International Exhibition Co., Ltd. said: "the exhibition is a highly pparent information situation, Chinese enterprises are often not aware of it.

In some exhibitions, some large foreign companies based on the importance of intellectual property rights will hire professionals to visit the exhibition, and if they find products suspected of infringing their intellectual property rights, they will immediately resort to the law.

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< p > the consequences of running red lights in the international market can not be ignored.

However, the booth was not allowed to continue to participate in the exhibition.

Ren Enjie, deputy director of the Exhibition Department of the China Chamber of Commerce for import and export of mechanical and electrical products, said, "a foreign company has been fined 500 thousand euros in the infringement of Chinese enterprises.

Most importantly, once a company has such a record, it will block and sanction the business through customs.

The market road to the world has been cut off.

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< p > intellectual property is the most common problem in exhibitions, whether in foreign countries or in China.

On August 2006, at the twelfth China International Textile and Accessories Expo, a complaint was submitted to the staff of the exhibition office of intellectual property: a home textile company in Zhuhai complained about 6 companies infringing their product copyright.

The office then communicated with the relevant enterprises, and the infringing enterprises removed the exhibits that involved infringement.

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< p > "from this case it is easy to see the reality of the protection of intellectual property rights in the textile and garment industry and the complexity of the exhibition's intellectual property protection."

Huang Xiaoliang, senior project manager of the textile industry branch of the China Council for international trade promotion, who is in charge of legal issues, said: "the exhibition is not the reason for the dispute over intellectual property rights protection, but it is the place where problems are concentrated.

The economic globalization and the rapid development of the industrial reality put the weak intellectual property protection problems in front of Chinese enterprises at a time when they are not ready to make adequate preparations.

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"P" is not only a problem of intellectual property right in the textile exhibition, but also there will be such kind of intellectual property rights complaints at the largest Canton Fair in China. So, the urgent task of the Chinese exhibitors is to make up the intellectual property right.

For this.

Ren Enjie said: in order to circumvent the red light of intellectual property rights, enterprises should strengthen their legal awareness and understand the knowledge of intellectual property.

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