Study On Marketing System Of Convention & Exhibition In China Based On Stakeholder Theory

The Convention & Exhibition industry has become the booster and new point of China's economic development. At the same time, with increased market competition and the further development of marketing theory, the philosophical content and management methods of marketing activities are undergoing profound changes. Compared to the marketing activities of general industry of the tertiary industry, the Convention & Exhibition marketing has broader target and more complex content.The paper starts with conceptions by discriminating and defining the meaning of Convention & Exhibition and some related terms, and studies the research status in China and abroad. It is lack of the theoretical research results of Convention & Exhibition industry, particularly the Convention & Exhibition marketing. Even some studies are out of context and partial, which is insufficient to help guide the healthy and sustained development of our Convention & Exhibition industry. On this basis, the author proposes an assumption on building a comprehensive marketing system suited to China's Convention & Exhibition.Secondly, the author analyses present status of Convention & Exhibition marketing practice. The macro-management system and micro-operating mechanism of China's Convention & Exhibition industry are significantly behind to developed countries (regions) such as Germany and the United States. Therefore, it is very necessary to learn their experiences when we design our Convention & Exhibition marketing system.Thirdly, combining the former assumption with current marketing practice, the theoretical basis is studied. The author analyses all the stakeholders during the marketing process and designs the stakeholders map in Convention & Exhibition marketing.On the basis of the above theoretical study and practice analysis, according to the system design principles and conditions, the author builds a relatively complete marketing system of the stakeholders in Convention & Exhibition activities, and describes the marketing relationship and strategies of government,...