| Now days,the development of Convention and Exhibition business in China has begun to take shape.As a green promising business,exhibition business is on the thresh hold of rapid development,the time of exhibition economic is about to come.Convention and exhibition business,functions as a business platform for promoting good communication between the enterprises,it is faster,more efficient than other marketing mediums such as websites and TVs.Enterprises with marketing demand or demands of resources cooperation are looking for effective resources,products promotion and their own brand promotion by taking part in the exhibitions.With the rapid development of the exhibition business,the marketing system in it have steadily been improved,participants also showed obvious segmented demands on exhibition market day after day,meanwhile,more and more organizers also provided all kinds of exhibition products which can meet various segmented demands.Exhibitions in our country showed great attractions concerned on the numbers,scales,participants as well as the promotion to local economies.These business opportunities have been detected by main exhibition centers in the first-line and secondary-line cities,and attracted more and more investments,so rounds of ‘arms races' between these cities on the land scale,service promotion,improvements on marketing strategies are on the show.Firstly,established in May,2003,Suzhou International Expo Center is located in the main area of comprehensive business center in Suzhou industrial zone,grand government enterprise,belongs to the direct administration of Suzhou Industrial Zone Administrative Committee,opened in 2004,it has been running for 13 years.In recent years,as Government-sponsored exhibition activities reduced year by year,the Convention and exhibition business decline in the size of the State-owned assets,market competition is growing fierce day by day.So in this paper,the author expects Suzhou International Expo Center can relies on the location advantage of Yangtze River Delta,expand the exhibition business under good economic trends,leading the ‘innovation tide',go deep in researching the potential influence caused by industrial trend and environmental change.By implementing effective marketing strategies,improve the ability to exhibit by ourselves,to pave the ‘seeking innovation' road more actively,efficiently and steadily.Secondly,based on the cutting edge of modern marketing theory and modern enterprise management theory,as well as the exposition market at home and abroad,this paper studied the practical marketing business operation in Suzhou International Expo Center.By introducing the up-to-date marketing concept into the practical operation of Suzhou International Expo Center,from the perspective of market operational environment,analyzed the environment of internal and external that Suzhou International Expo Center has to confront,with the help of SWOT strategy analysis matrix,provided deep analysis of the strength and weakness of the exhibition business operation and development,as well as the environmental opportunities and challenges we have to confront.With the analysis,clearly identified the marketing positioning in exhibition business,designed marketing strategy package of exhibition productions.Thirdly,to ensure the implementation of the strategy,relevant Protection policies and measures are also planned,including Improve the institutionalization of modern enterprise management system,Strengthen market as the guidance of the enterprise business philosophy,improving capabilities on project research and development,establish integrated marketing management,Perfecting the talent pool and improve the information configuration,in order to better serve the implementation of marketing strategies established from the perspective of organization. |
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