A Exhibition Company Marketing Channel Strategy Innovation Research

With the development of national economy, exhibition economy, as a kind of low-investment, high-yield, no-pollution and high-benefit form of economy, is developing faster and faster. The exhibition industry has become a new growth point of national economy. But because the exhibition industry in China started relatively late, with a short development history, many problems still exist in the development of the exhibition industry. Especially as the main part of exhibition industry, exhibition companies make many mistakes of marketing channels in the process of its development, the most serious situation is that the exhibition enterprises will be eliminated in the fierce competition. To gain advantage, occupy a certain market share in this competition, the exhibition enterprise should depend on the reasonable marketing strategy to ensure the development of enterprises.This paper base on the above background. Firstly, the theories of the exhibition economy and exhibition industry marketing channel are introduced, at the same time both at home and abroad in the exhibition marketing research results are described. Using data of survey and market research, we collect the booth sales data of different marketing channels of many exhibition companies and analyze the cost and income of directly channel, indirect channels, wide channel, short channel. Then the actual SWOT analysis of A exhibition company, describes the advantages, disadvantages and opportunities, threats of A exhibition company in the current market environment. At the same time, use cost-benefit analysis to obtain a suitable of A exhibition company. Finally, according to the characteristics of A exhibition companies, and put forward feasible suggestions on the problems in the booth and the problems likely to be encountered in the future. The purpose is to carry on the marketing strategy of A company and improve sales performance.