The Research On Development Strategy Of HB Company

Since the end of the20th century, the world trade center speed up the trend to the east, especially to the centre of Asia-pacific region, the Chinese emerging market. As the engine of the modern service industry, Chinese conference and exhibition market is in an unprecedented prosperous situation. During the period of the11th five-year plan, the Chinese conference and exhibition obtained great progress and played a huge role of stimulating domestic demand and encouraging the development of economy. The output value of Chinese conference and exhibition industry was about60billion RMB in2006, adding up to145.3billion RMB in2010. There are1.5times increase in five years at the average annual growth rate of26%. Stimulated by the huge market share and high profits, the foreign conference and exhibition companies flock in China and speed up their strategy to preempt the limited ecological resource of conference and exhibition. On the other hand, the government fund a lot of money into the construction of the exhibition venues based on the leading effect1:5to1:9of the convention and exhibition industry. At the same time, private capital is also pouring into the convention and exhibition industry under a variety of policy supported by the government. In the complex china convention and exhibition market, how to adjust the strategy and seek for the transformation and upgrading have become a necessary problem that the traditional exhibition enterprises have to face and need to solve. This paper described the HB uajie exhibition company as a specific research object, firstly to summarize the present situation and experiences of exhibition industry in developed countries for reference. Carry on the HB company into practical research which dependent on the internal and external environment, resources and capabilities guided by strategic tools of PEST analysis, Porter five models and SWOT analysis. Then to make sure the objective of the development strategy and the marketing positioning in the future. That’s mean to build China’s well-known conference and exhibition holding group and come into the market independently which can’t do without the capital as the bond, the brand operation as the core, the vertical integration and horizontal diversification of the industry chain as the two business models and taking the path in competition. Then to form the strategic development ideas realized by the specialization of the main business in large scale and put forward the supporting points of strategy implementation carried out by the ways of adjusting the organization structure, constructing the human resource and building information platform.