The Brand Marketing Strategy Of Exhibition Based On Local Culture

With the rapid development of global economic integration, the exhibition industryprovided a broad platform of business in the world as a new industry, also had a hugeeconomic benefits. However, the level of the exhibition industry in China is unable tomeet the demand of market and industry growth rate, particularly in the brandmarketing.Based on the research of China’s exhibition industry and the status of brandmarketing, this thesis proposes a series of brand marketing strategy of exhibition basedon local culture, combined with the advanced international exhibition marketingconcept. They mainly include brand personality strategy、brand communication strategyand brand management strategy of exhibition based on local culture, and verify thefeasibility of proposed strategies and significant effect through the Beijing Olympicsand Shanghai World Expo actual case studies. This thesis is committed to meet thecultural needs of the community of exhibitors, while improving marketing effectivenessof enterprises exhibition、enhancing regional brand competitiveness of exhibition、promoting regional economy and local culture.