Exhibition Propagation Factor Based On Practical Results-oriented Research,

With the development of the times, Corporate Pavilions play a more and more important role at the world Exposition. Some Pavilions have even become the symbolization of the Expo. Corporate Pavilions, on behalf of the enterprises, illustrate their understanding to the theme of the Expo by using their technology and a variety of advantages in the aspects of pavilion construction, communication content and form, etc.From the perspective of communication, this paper, which aims at 18 Corporate Pavilions in SH Expo as objectives, in using"Lasswell 5W model"as paradigm", attempts to analyze the main pavilion, communication content, media, audience and effect in communication .As for the research methodology, this paper draws on both qualitative description of the use and quantitative research methods.Besides, this study also uses non-participant observation for the first time to obtain the most realistic first-hand materials via recording a large number of audience behavior on-site. The paper, with the emphasis on the effectiveness, attempts to explore a practical path for the enterprised to take part into the Expo, and to provide theoretical support for the academic field as well as reference for the industry.This paper breaks through the previous study framework of the Shanghai Expo: Chapter Two analyzes the special "qualified" of Corporate Pavilions and presents "double check" mode. Chapeter Three divides the communication content into three connectiong parts, which are corprate concept, high technology and mass entertaiment.In Chapter Four, the media applications are discussed and the concept "holographic media system" is proposed. Chapter Five and Six make a deep analysis on the audiences'behavior and the effect of communication. The analysis is based on the non-participant observation and questionnaire survey data. In the end of the paper, four issues are discussed as a closure: the controversy about the dissemination of information; the contradiction between the quantity and quality of the audience; the differences between exhibition effect and communication effect; the association of the holographic media system and the experience communication. All the points above highlight the creativity of this paper.