Research On The Ominmedia Communication Strategy Of Large-scale Exhibition

Exhibition refers to collective commercial or non-commercial activities such as conferences,exhibitions and large-scale activities.Today,with the development of economy,various fields begin to show their achievements in the form of exhibition,expand the influence of various industries,promote investment promotion and business cooperation.With the development of exhibition specialization,exhibition economy emerges as the times require.To a certain extent,it can enhance professional exchanges,accelerate information dissemination,and promote economic development.At the same time,it is also a way to enhance the popularity of exhibition places and build city brands.Therefore,exhibition communication is increasingly concerned in exhibition.Today,with the rapid development of media,it has become a trend to use omnimedia to spread exhibitions.However,because omnimedia communication is not systematic enough,the exhibition communication is still in the exploration stage,resulting in the lack of exhibition communication.Therefore,the author takes the 4th Shanxi Cultural Industry Fair(hereinafter referred to as Shanxi Cultural Industry Fair)as an example,studies its omnimedia communication strategy,finds out the problems in communication,and puts forward relevant suggestions for the problems,hoping to help improve the advantages of exhibition omnimedia communication,and then enhance the exhibition communicationcapacity and Exhibition economic benefits.This paper is based on the topic of "Research on the omnimedia communication strategy of large-scale exhibitions--Taking the 4th Shanxi Cultural Industry Fair as an example".The full text is divided into six chapters: the first chapter is the introduction part,which mainly introduces the background,current situation and significance of exhibition communication;the second chapter introduces the development of exhibition industry in China and Shanxi Province,as well as the existing problems of exhibition communication;the third chapter In the era ofomnimedia,we should interpret the exhibition communication,study the concept of omnimedia,the characteristics of omnimedia and the communication strategies of the media,and summarize the necessity of the whole media communication of large-scale exhibition;chapter four summarizes the communication strategies of the fourth Shanxi Cultural Expo in combination with the related concepts of communication;Chapter Five analyzes the advantages and disadvantages of the whole media communication of the fourth Shanxi Cultural Expo The sixth chapter puts forward suggestions and Reflections on the omnimedia communication strategy of large-scale exhibition.