Research On The Function And Efficiency Of Exhibition Activities In Corporate Brand Promotion

Brand is the vitality of the enterprise,is the focus of all enterprises eye.However,brand construction is not an overnight thing,in addition to brand positioning,design,planning,brand promotion is also the biggest problem.At present,the enterprise in the brand promotion aspect,with a single advertising dissemination,sales dissemination or public relations dissemination means diminishing marginal effect has become an indisputable fact,the overwhelming advertising leads to the psychological resistance,its credibility gradually decline,the enterprise uses the advertisement-oriented brand promotion method not only not obvious effect,but also very high cost.The input and output of the single advertisement dissemination,sales dissemination or public relations dissemination means show an unbalanced development trend,which makes enterprises have to find new way for brand promotion.As a professional platform for information gathering and exchange,the exhibition activities,with the characteristics of diversity of means of communication,interactivity of information dissemination and information dissemination,make the exhibition information dissemination efficiency and effect greatly improved,which is an excellent means for enterprise brand promotion.Based on information brand Trinity theory,integrated marketing and dissemination theory,exhibition function theory and "5W" theory,this paper concludes that exhibition activity has high efficiency and low cost advantage in enterprise brand promotion,and analyzes the effect of exhibition activity in enterprise brand promotion by literature analysis.Based on the correlation between exhibition activities and corporate brand promotion,this paper explores and analyzes the promotion of brand awareness through brand display,broad public participation,and all-round media communication.Promote brand reputation through full coverage of two-way communication,product quality and excellent service display,and third-party certification;Enhance brand loyalty through customer relationship maintenance and product differentiation.The mechanism of high efficiency in the promotion of corporate brands in exhibition activities is derived:exhibition activities have a wide range of dissemination,influence,speed of communication,and good dissemination effects on corporate brand information through their integrated dissemination,multiple dissemination,mass broadcast,face-to-face live broadcast,and high delivery rates.Promote the exhibition activities in the enterprise brand promotion has the higher efficiency.Through the research,proved that the exhibition activity is the enterprise brand promotion shortcut.In the end,the paper provides some suggestions for the enterprise to use the exhibition activities scientifically for brand promotion.