Exhibition Marketing Strategy In The View Of Integrated Marketing Communication

As a new economic phenomena and the new growth point of economic development, exhibitioneconomy has drawn increasing attention of the society. The gradual growing industry in Chinahas shown its potential in economic benefits, and became an indispensable stimulation of GDPgrowth.This paper analyses the characteristics and superiority of exhibition industry by usingtwo major international events, the Canton Fair and the Shanghai World Expo, as examples, anddiscusses the method and means they apply in term of promotion and marketing with integratedmarketing communication (IMC).By applying Qualitative Research Method, through analyzingtheory and tools of IMC, this paper studies the application of theories from CommunicationStudies, Sociology, Economics, Public Relations, Advertising in building known brands, hostingsuccessful exhibitions, and provides reference for achieving healthy competition.