Research On Marketing Strategy For Overseas Exhibition Of B Convention And Exhibition Company

Overseas exhibition,a vital branch of the exhibition industry,serves as a bridge connecting domestic and foreign trade.With the further development of China’s opening to the outside world,the trade between China and its foreign countries is becoming more frequent,which has provided an ideal environment for China to seek overseas exhibition.This exhibition has always been the top choice for a Chinese company to expand its international market.Under the “Belt and Road” Initiative,Chinese companies have shown stronger wish to go global and have taken on a specific tendency for various exhibiting requirements as well.Currently,however,China’s exhibition companies which majoring in overseas exhibition are at their initial stage of development,featuring small scales,weak in both capital strength and innovative competence,etc.They lack quality international exhibition projects and provide the exhibition services all in the same key,which can hardly meet the individualized needs of Chinese exhibition businesses to expand their overseas market.Subsequently,how to improve the marketing service has become a valuable issue for these exhibition companies.B Exhibition Company is one of the earliest businesses dealing with overseas exhibition in China.At present,it has developed into one of the most active exhibitors to undertake independent overseas exhibition and international brand show projects,making itself a model in China’s overseas exhibition business.With the overseas exhibition industry as the research background and the B exhibition company as the research target,this paper firstly makes a literature review of exhibition marketing based on the relevant theories on marketing.Secondly,with the previous studies,analyzing the macro-environment of the overseas exhibition industry and the competitive surroundings the B exhibition company faces.Thirdly,on the grounds of the marketing status quo,this paper summarizes the company’s internal merits and demerits,and its external opportunities and threats so as to help it getting a clearer picture of its market,selecting its target market and creating its competing position.Fourthly,drawing on the experiences of other companies of the same trade,this paper puts forward a model of 7Ps marketing combination covering exhibition service,price classes,marketing channels,promotion means and personnel training,concrete show,service procedures,etc.Through the research on the marketing strategies of the B exhibition company,this paper is aiming to promote the company’s operational capability and market competitiveness.Moreover,this paper making a further proposal for the future of the exhibition companies,which could providing useful references for other exhibition companies to formulate their marketing strategies.