Research On Marketing Strategy Of R Company Shanghai Hourseware Exhibition

The exhibition industry plays the role of an economic bond.In its early days,it was a traditional platform for commodity trade.Now it has developed into a comprehensive platform for commodity trade,technical exchange,information communication and release,and enterprise image display.With the national economic transformation,the exhibition industry economy,as an economic form with low input,high income and output,no pollution and extremely high efficiency,develops faster and faster.The scale of domestic exhibition industry is constantly expanding and the competition is increasingly fierce.Only by adopting appropriate marketing strategies can we ensure that the exhibition has an edge in the competition.Since 2012,R Company Shanghai Hourseware Exhibition has accumulated a certain number of exhibitors and visitors,but cause it lacks effective marketing strategies,resulting in the overall strength of the exhibition is weak and it is at a disadvantage in the competition of similar exhibitions.This paper is carried out under the above background.Firstly,the theory of marketing is briefly elaborated.At the same time,domestic and foreign research results on exhibition are elaborated.From the perspective of the exhibition organizer,according to the theory of marketing strategy and market positioning theory as theoretical basis,it analyzes the external and internal environment of R Company Shanghai Hourseware Exhibition by using PEST analysis and Porter five models.Based on STP theory,re-analysis of the target market segmentation,targeting and market positioning.and on the basis of these theoretical analyses.Combined with the current development status of the exhibition industry and R Company Shanghai Hourseware Exhibition,this paper makes a comprehensive analysis and discussion on R Company Shanghai Hourseware Exhibition in the incubation period.It is found that R Company Shanghai Hourseware Exhibition has some problems in market positioning,marketing concepts,publicity and promotion.The marketing strategies for R Company Shanghai Hourseware Exhibition are proposed and improved,which are elaborated in chapter 5.Finally,from the three aspects of strengthening customer relationship management,strengthening information marketing management and improving post-exhibition summary management,the paper puts forward the measures to ensure the implementation of marketing strategies.