Jinan Shun Geng International Exhibition Center, Marketing Strategy

With the further reform and opening of China and the influence of global economic integration, the exhibition market is growing and developing quickly in China. More and more exhibition centers in China develop dramatically. Owing to the poor marketing strategic planning, most of the exhibition centers are suffering from losses.Jinan Shungeng International Exhibition Center is the first modern exhibition center in Jinan. Facing the keen competition in exhibition market, the resources of the exhibition project has been shared by other exhibition centers. The marketing strategic analysis and judgment of the Shungeng exhibition center should be made immediately. The paper studies the marketing strategic planning for Shungeng exhibition center, which configurates resource and adapts market change. It can also improve competitive ability and realize innovation development. It has instructional meaning for the exhibition center marketing practical work.The paper adopts systemic way through theoretical and practical combination. It uses Five strengths of Porter, SWOT, STP strategy and marketing combination by applying marketing theories. The qualitative analysis was mainly used in the paper. The innovative idea is giving the marketing strategic planning on basis of the situation of Shungeng exhibition center, that is to say the combination with aimed market strategy, market development strategy and market competitive strategy.The paper is composed of six Chapters. The first Chapter Foreword brings the background and significance of the study, methods and structure of the paper. The second Chapter Exhibition Market Analysis defines the characteristics and formula of the exhibition market, and also the theoretical idea and content of the exhibition marketing strategy, and the current situation of local and overseas exhibition market. The third Chapter introduces the profile, organizational structure and operation...