Marketing Communication Strategy Integrating Wedding Expo West Temple Users

Xici.net friends wedding fair is the model of wedding fair, and its marketing method offers a lesson for domestic exhibition marketing. Through the interaction with sponsor, exhibitor and consumer, Xici.net friends wedding fair has gained its huge success within four years, among which the concept of integrated marketing is meaningful for the exhibition marketing. By the research of Xici.net friends wedding fair cases, this paper analyses its marketing strategy and discusses about its prospect.This paper can be divided into five parts.Part one first introduces the meaning and background of this topic and analyses the current situation and the categories of domestic wedding fair. Then it summarizes the theory of integrated marketing, which mainly includes the definition and main points of integrated marketing.Part two analyses the present situation of Xici.net friends wedding fair. After the sketch of its representativeness of wedding fair, this part mainly summarizes the characteristics of its integrated marketing in the aspect of its transmission period and transmission strategy.Part three analyses the integrated marketing elements of xici.net friends wedding fair, mainly from the sponsor, exhibitor and consumer side. Through the summarization of the characteristics of the sponsor Xici.net, this part analyses the gender, age, job of its netizens and the advantage, core idea and feature of Xici.net handywomen BBS. This part also analyses the advantage and function of internet, which acts as the presenting carrier of its unique marketing way.Part four discusses about the integrated marketing transmission strategies of Xici.net friend wedding fair by the analysis of precise location of transmission body and creative structure of transmission form. The former part further discusses about the location of the exhibition model and the body’s interaction relationship while the latter part mainly talks about the buzz marketing method and channels marketing method.Part five is the outlook of integrated marketing of Xici.net friend wedding fair, which mainly includes the outlook of Xici.net friend wedding fair and its inspiration to domestic exhibition marketing. The outlook part stresses the prospect of the online-offline marketing way, the improvement of integrated marketing transmission method and its limitation. The inspiration part illustrates from development concept prompt, model improvement acceleration and macro environment coordination.