The Communication & Management Of CI During Corporation's Exhibition Campaign

CI is a marketing theory introduced to China in 1980s, which experienced a short-time blooming but then was spurned for years. Nowadays, with the exhibition industry developing rapidly, Chinese corporations began to renew their understanding of CI, which can guide their exhibition campaign effectively. Therefore, the purpose of this paper is to bring out an effective way to manage CI system during the whole campaign, from the preparation to the on-site show, and even to the follow-up-to-audience, through the research of CI communication during the corporation's exhibition campaign, in order that they can benefit much from it.The main content of this dissertation is developed from all CI elements and the whole process of the corporation's exhibition campaign, explaining how to use MI, BI, VI to show corporation image throughout the campaign. It brings out a new concept, CIC, which means Corporation Identity Chain. CIC is not only an image communication chain, but also a value chain. The value may not be perceived until the audience accepted the image of the corporation and its products and make purchase or cooperate. Therefore, to operate CIC well is a profitable activity for all corporations who launch exhibition campaign.This dissertation is based on both theory study and operation practice, using existent theory into practice to develop new idea to direct the exhibition campaign.