Study On Branding Communication Of Online Science And Technology Exhibition Platform

Traditional exhibition is being criticized because of its disadvantages such as space constraints, high cost, and limited display content. At the same time, online science and technology exhibition as a multi-angle comprehensive topic related to E-commerce, science and technology achievement transformation and industrial upgrading, attracted wide attention from the government, enterprises, universities and research institutes. Chinese online science and technology exhibition platform has become mature day by day, but there are still many problems on brand communication. Scholars pay more attention to the technology innovation of online science and technology exhibition, and there are scarcely find any study on branding communication of online science and technology exhibition platform. That is just the entry point of this dissertation. Brand communication is a interdisciplinary combined with of branding and communication studies. As the brand building process, current research of branding communication are mainly divided into three parts which include brand positioning, brand system construction and brand communications and management.Firstly, after integrating the analysis of the political, economic, social and technological environment of online science and technology exhibition and the SWOT analysis of the macro environment of branding communication of Chinese online science and technology exhibition platform, this dissertation find out that the best brand positioning of Chinese online science and technology exhibition platform is: a platform virtualized the complete process of offline science and technology exhibition, which can both disseminate complete exhibition information and that realize the deep audience experience. On the base of that overall positioning, this dissertation analyzes the current situation of products, branding and brand communication of Chinese online science and technology exhibition platform, and that Summarizes five problem of branding communication of Chinese online science and technology exhibition. Then, this dissertation gives some suggestion of market positioning, product positioning, value positioning, brand strategy selection and brand elements design according to the brand building process. Finally, according to the group characteristics of the audience of online science and technology exhibition platform brand communication, this dissertation divide the mode of transmission into the exhibitors and visitors based B2 B brand communication and non-professional audience based brand B2 C communication, and gives the corresponding communication strategy recommendations for different modes of communication. It has a certain inspiration and reference value to the branding communication of Chinese online science and technology exhibition platform.