An Empirical Study On The Exhibition Marketing Of K Company

For the enterprise of industrial product, exhibition marketing is a tool that develops the new customers and the new markets, and enhances the enterprise's brand influence simultaneously. Within a short of period, the exhibitors can show and advertise their products, and company brand can be enhanced efficiently.In this paper, the author chooses a case as breakthrough point, the case is K company attending the brand exhibition SEMICON show, and from the exhibitor's perspective, to study how to utilize the exhibition marketing to develop its product marketing and promote the influence of products.As a leading semiconductor equipment and material supplier, in the beginning of entering China, K faced the problems that the brand is not recognized by local companies. Through market research, K used exhibition marketing timely and effectively. By attending the professional exhibition---SEMICON, K company successfully showed its competitive products to China local customers, and advertised its company brand, too.In this paper, the author introduce the details about the exhibition procedure and work flow, like how to select the exhibition, prepare the exhibition, process control and management and market force after exhibition. Especially, the paper offers help to the China local companies, on how to increase its market occupancy rate and promote the product influence. Meanwhile, the exhibitors were given some excellent suggestions in marketing strategy and procedural action about exhibition marketing. The enterprise must utilize the analytical framework and exhibition marketing systemically, set up exhibition section. What's more, take the exhibition management seriously ranging, and achieve the exhibition marketing purpose ultimately.