The Study Of The Development Strategies Of Private-owned Exhibition In Guangzhou

As the reform and opening policy been applied for more than30years, the Chineseexhibiton industry has been undergoing unexpectable develeopment, also with thehelp of domestic economic development and the frequency of international trade. InChina, the exhibition market is presenting diversified development and private-ownedexhibition is more out of expectation. However, compared with stated-owned andforeign exhibitions, the overall competitiveness of private-owned exhibition is muchweaker. So, private-owned exhibitions are facing numbers of difficulties in themarket.At present, studies on the factors influencing the exhibition selection process of theexhibitors and professional visitors are more common, and there are also some studiesabout government-led exhibitons. But researches of private-owned exhibition arealmost none. Based on theories of strategic management, core competence and servicemarketing management, with the first hand data collected by interviews and fieldsurvey method, the paper conducted the study of private-owned exhibiton’s currentsituation in Guangzhou. What’s more, with the case study of Guangzhou Boat Show,some main problems of privated-owned exhibition are summarized, which enable todevelop some specific strategies for priviated-owned exhibition.The main conclusions of this paper are as follow. Private-owned exhibitions areplaying important roles in the development of exhibition industry inGuangzhou; Privated-owned exhibitions are of short developing time and small scale;Both external and internal factors can affect the development of privated-ownedexhibitions. But most importantly, lack of strategic planning and core competence arethe key factors that make private-owned exhibitons develop in a more difficult way.At the end of the paper, deficiencies and possible studies of future are put forward.