Research On The Market Orientation Of B Fur Fair

Positioning Strategy has been giving a great impact on the industry and academy since it was born. It was named as the Most Influential Marketing Theory to USA by American Marketing Association(AMA). After decades of development in theory and practice, Positioning Strategy has become an active branch of marketing theory. Positioning is the first step of Marketing, correct positioning can reflects the character and difference of company, products and brand, and create the brand value.B Fur Fair(China Fur and Leather Products Fair) is the most influential fur fair in China and one of the Top 3 fur fairs in the world. Based on the B Fur Fair’s development history and its new challenge, the paper is trying to find its positioning strategy and method through Case Analysis and Literature. And the paper makes a new positioning project to suit the new changes of marketing environment and segmentation.In the existing results and area, positioning research aims primarily at theory research and big industry, but few in expo and luxury industry. This paper is aiming at researching the meaning and character of positioning strategy in the expo industry through actual example, being a useful supplement to research and a reference to expo industry and enterprise.