Exhibition Strategy Research Based On The Communication

Exhibition is known as a sunrise industry.From the perspective of communication,this study links communication factors and the whole exhibition industry.After studying on the subject,it is believed that exhibition is not only about economy,but also about communication.The paper focuses on communication factors in exhibition industry,studying on participants,media,clients and communication effects from communication perspective systematically.The study is carried out in frame of audience theory,stressing significance of clients and companies involved in exhibition events.An evaluation system of communication effects in exhibition is outlined.Taking 2009 dalian Sino-Japan trade fair as an example,the paper analyzes all the stages of exhibition,such as previous planning,stand-building,participating and subsequent service.A straightforward and vivid demonstration is given in this paper.After foregoing steps,this paper analyzes current condition and existing problems of Dalian's exhibition industry.After analyzing present state of exhibition planning of some domestic cities,this paper divides complex exhibition process into several parts:exhibition orientation,theme planning,related activities planning.The ultimate goal of this paper is to forge a famous exhibition brand.The exhibition industry of dalian has achieved good results after 10 years of development.But compared with the domestic and international exhibition developed cities and regions,there is still a long way to go.After analyzing exhibition industry and successful domestic exhibition,the paper provides some advices for the development of Dalian's exhibition industry:emphasizing brand,focusing on educating professional talents,perfecting managerial methods,tightening relations between urban construction and exhibition industry.