Study On The Key Success Factors Of International Commercial Exhibition Based On IPA

International trade show is one of the most important marketing strategies for most enterprise. Exhibitor attend international trade show in order to offer business information to their future customers, contact with them and then obtain business achievement or, to establish company images while attendee expect to collect product data, information regarding techniques or industries, contact with supplier and obtain exact purchase achievements in same occasion. The organizer always aims at satisfying needs of both the exhibitor and attendee simultaneously, to create profits of the exhibit as well as to attain the goal of the organization. This study is to simulate the point of view of the attendee and look over each target of2014(Beijing) international auto parts show, hoping to probe into needs of the attendee and also marketing strategies of the trade show. The research contains four variables:characteristics of the attendee, behaviors of the attendee, Importance.Performance Analysis (IPA) and decisions of the consumer.It is suggested to precede a questionnaire survey and a specialist survey at the same time. The questionnaire will be aiming at both motivations of the attendee and key success factors of the trade shows. The purpose of the above mentioned surveys will be manifold. The organizer may realize what motivations or factors are involved whenever an attendee attend a trade show via the survey.Various outcomes and remarkable differences between the variables will be displayed after a cross.analysis. Then, the organizer may examine if the marketing strategy of the organization of exhibition really meets needs of the attendee and eventually explore the key success factors of the international trade show.