Evaluation Of The Xinjiang Convention & Exhibition Marketing Level

With the development of economic integration, the exhibition industry is becoming the economic growth in the new economic form. With the rapid development of exhibition industry, exhibition service marketing strategy has become the key to improve the level of marketing, how to develop the exhibition marketing strategy to promote the exhibition marketing level has become a research direction. The Xinjiang Convention and exhibition industry started late, weak foundation, is now in the stage of development. Therefore, to enhance the development of the exhibition industry in Xinjiang Convention & exhibition marketing level, Xinjiang is driven by an important strategy of city, brand, and promoting the construction of Xinjiang to become the "Silk Road Economic Zone core area", and realize the great leap forward development.MICE industry in China from a low, rapid development.But the lack of marketing research methods and theoretical system, especially in the exhibition is relatively backward in Xinjiang(compared with the eastern region). Study on exhibition industry generally focus on the exhibition industry and other industries, research on service marketing research is relatively less, the exhibition marketing strategy in Xinjiang is no more. Therefore, to study the Convention and exhibition industry from the angle of service marketing, can in order to improve the Xinjiang Convention & exhibition marketing level, to provide guidance for the development of exhibition industry.In this paper, according to the characteristics of Xinjiang Convention & Exhibition Marketing and marketing situation, analysis of the Xinjiang Convention & exhibition marketing results and some existing problems. Then based on the marketing mix 7P theory as the guidance, establish the evaluation system of Xinjiang Convention & Exhibition Marketing level. At the same time, using the analytic hierarchy process and fuzzy comprehensive evaluation method to establish evaluation model, applied to the representative of Xinjiang in Chinese- Asia Europe expo. In order to China- Asia Europe Expo exhibitors as the object of study, has carried on the analysis of descriptive statistics analysis, reliability analysis, validity through the questionnaire survey method. Then the fuzzy comprehensive evaluation method of the comprehensive score of the questionnaire with the analytic hierarchy process and the comprehensive score, the product, channel, promotion, personnel, physical evidence, the six elements of the process and the comprehensive score of Xinjiang Convention & exhibition marketing level, to determine the impact of the Xinjiang Convention & Exhibition Marketing level in order of importance. Finally put forward to enhance the level of Xinjiang Convention & Exhibition Marketing strategy.