Study On Marketing Operation Countermeasures Of Kunming Exhibition Industry

With the development of market economy,more and more industries begin to face market development.Marketization requires the transformation of government functions to realize the rational allocation of resources.Kunming exhibition industry has made some achievements in related fields,which has promoted the development of economic benefits and social benefits.Some scholars put forward that exhibition economy is a kind of "platform economy".The development of exhibition industry is closely related to tourism.With the promotion of domestic and foreign scholars' research,"mice tourism" came into being.Convention and exhibition industry is a rich content,but for now,as a branch of exhibition to promote tourism benefit is most obvious,market development,so this article only research KunMing exhibition organizers for the development of tourism industry in KunMing,which is of great significance for solving the current transformation and development of KunMing's tourism industry and promoting the economic development of related industries such as urban tourism.Kunming exhibition industry started early,the "99" world expo is the beginning of the development of KunMing exhibition industry marks,but due to the economic development is not balanced,the government promotion efforts are not enough and other factors,the current development lags behind the country's first-tier economic developed cities.Through the study of the exhibition industry developed cities at home and abroad,it is found that the sustainable development path of exhibition industry is to realize marketization.Therefore,it is necessary to understand the development process and market development status of KunMing exhibition industry,comprehensively analyze the macro background and micro subjects of the development of KunMing exhibition industry,and summarize the influencing factors of the market development of KunMing exhibition industry,so as to promote the market operation of the exhibition industry.In this paper,the theoretical basis of theresearch is summarized and the concept is defined through literature review.The main theories include: platform economics theory,public service theory,new public choice theory,market defect theory,market transaction theory,pull effect theory and optimal allocation of resources theory.First of all,this paper combed the historical process of development of KunMing city exhibition organizers,through fieldwork,questionnaire research,and online data collection of KunMing city exhibition organizers were summarized market development present situation,main is nearly two years of exhibition area,economic benefits and social benefits,market potential,industrial base,such as industry classification data was summarized and analyzed the problems in the KunMing exhibition organizers.Secondly,exogenous factors and endogenous factors that influence the marketization operation of KunMing exhibition industry were screened out through the above analysis and questionnaire survey.These factors add up to 13.The direct influence matrix was constructed for the influence index,the factors of the matrix were systematized by DEMATEL method,the comprehensive influence matrix was summarized,the vertical and horizontal causality analysis was conducted,the centrality and cause degree of the influence factors were calculated,and the key influence factors were ranked.The center degree was taken as the abscissa and the cause degree as the ordinate,and the Excel scatter was combined to draw the interrelation diagram of various factors,and a mutual model of influence relations was constructed.Finally,based on the analysis of key influencing factors and problems,reasonable countermeasures and Suggestions are put forward for the market-oriented operation of KunMing exhibition industry from the perspectives of market industry foundation,market talents,government policies,market supply and demand subjects,exhibition industry management system and urban environment.This paper argues that the government should gradually transform its functions with the development of the exhibition industry,play the role of the "invisible hand",properly make up formarket defects,and realize the optimal allocation of resources.Through administrative means to reduce market transaction costs,macroeconomic regulation and control,let the market operation.