Research On The Audience Impact Factors Of Shanghai Atuo Shaow In Brand Construction

The exhibition industry, known as the “smokeless industry” and the sunrise industry,has gained great reputation for playing a huge role in boosting the development of our national economy and promoting our social and cultural development. Thus,the development of exhibition industry has attracted national attention. "Holding a group of professional brand exhibition, cultivating a few foreign exhibitions with some great influence" would be as the overall development objectives of the exhibition industry in the period in "Twelfth Five-Year Plan". Therefore, building a brand exhibition is the future direction of the exhibition industry. The audiences are the lifeblood of the exhibition. They are also one of the indispensable elements in the development of the exhibition. The behavior of the audiences in the exhibition has directly affected the survival and development of the exhibition and the good or bad effect of the exhibition. A clear understanding of audience behavior factors and grasping the impact factor of the audiences in visiting the exhibition are beneficial for the exhibition successfully holding and maintaining the long-term development of exhibition. Besides, with the rapid growth of Chinese auto market consumption, different sizes and levels show get more and more attention and participation of the audience. Thus, the Shanghai exhibition, as one of the representatives of brand show, is very worthy of deep study.This article will study on the impact factor of brand building of the Shanghai Auto Show from the “audience” perspective on three phase(before, live and behind the exhibition). Firstly, through analyzing on the collected data, the paper compares present situation and development of the Shanghai Auto Show with domestic and international auto shows, in preparation of the SWOT analysis and promotion strategies of brand construction of Shanghai Auto Show. Secondly, this paper clarifies the factors affecting audience behavior and satisfaction into different degrees and dimensions. By using factor analysis, the paper extract main factors out of all dimensions, and by using return analysisexplores the likely linear relationship. According to above analysis, the paper respectively conclude the study from hosted party, exhibition business and audience aspects. Thirdly, this paper do the SWOT analysis on brand construction of Shanghai Auto Show on basis of the development status and the 16 thShanghai Auto Show audiences’ behavior survey analysis resulting. This paper also analyze the root cause of the Shanghai Auto Show’s weaknesses and threats. Lastly, according to the brand construction of Shanghai Auto Show’ weaknesses and threats analysis, summarize the brand establishing strategies of Shanghai Auto Show from the organizers’, exhibitors’ and audiences’ perspective.