Chinese Provincial Capital Expo Communication Research In The Angle Of IMC

In the tenth session of the National People's Congress, "to arrange exhibition halls reasonably to develop expo industry" was enlisted into the eleventh five-year plan which was passed in the session. With the implementation of this stipulation, in recent years expo industry is being paid more and more attention as a very promising new industry in the urban areas and related study is increasing. It is common to study expo in the angle of tourism science, public relationships and information administration, though, we seldom see it studied in the angle of communication as a public activity with a strong color of communication.As a matter of fact, experts and scholars both home and abroad have put forwards "information communication is the essence of expo" and "the carrier of information communication is the essence of expo"-one of the two ideas emphasizes the dynamic process of expo and the other its static state as a matter. Thus the research on modern expo in the angle of communication is not only feasible but suitable. In the angle of IMC, this thesis tries to understand modem expo in a view of communication.In the first part, a brief introduction of the macroscopical relationships between modern expo and IMC, and the idea of researching the reasonability and feasibility of modern expo in the angle of IMC is put forward. The second part is the research on the application of the factors in IMC, which is a microcosmic research between the two and the core of the thesis. The third part is a test of the theoretical research mentioned above using the method of depth interview. This part discusses the trend of media hosting expo, analyses the motivation of media changing from anticipating expo to hosting expo, and expounds media's immense advantage in hosting expo. Then with the modern life style expo, hosted by Jinan Daily Group as an example and by interviewing the hosts and participants of the expo, the thesis tests the theoretical analysis in the first two parts.After the theoretical analysis and interview test, the thesis at last draws a corresponding conclusion about modern expo research in the view of IMC. First, IMC has a close relationship with modem expo and will be widely used in expo; second, the integration of marketing and communication factors in modern expo must be innovative, breaking through the mode of simple addition of factors; third, hosts and participants in modern expo all have the sense of IMC, and are clear that IMC will be a major force in promoting modern expo, but they are not mature with the practical operation of IMC.