Research On The Improvement Of W Tea Set Company Exhibition Marketing Strategy

Participation in trade fairs is one of the important channels for tea ware enterprises to increase sales performance,gain new customers,promote their brands and corporate culture.Due to the higher professional and purchasing power of the visitors,exhibitors often hope to have direct contact with potential customers in a short time and high efficiency through exhibition marketing,at the same time in the exhibition activities will be customer information,sales and profits into the pocket.With the impact of the Internet and the epidemic,the entity exhibition economy has been greatly affected,the flow of visitors significantly decreased.However,W tea set company’s operating data over the years,compared with other marketing channels,to participate in the exhibition is still an important event with short time,high-yield and long-term development.Under this background,it is very important to discuss how W tea set company to find the breakthrough point to improve the exhibition marketing effect in the grim situation.Based on the introduction of W tea set company’s operation,marketing environment and brand STP,this paper describes and analyzes its current convention and exhibition marketing strategy.Based on 4I marketing theory,this paper designs a questionnaire around“interesting,interests,interaction and individuality”,and investigates the mice marketing strategy of W company.The survey results of 200 existing and potential customers show that the respondents had a high evaluation on the tea set products of W company,but had a poor evaluation on its performance in the exhibition.It mainly includes the following aspects.First,the overall layout of the booth is too simple,lacking of interest and attraction.Second,the price of the exhibits is higher,the promotion is less,and the amount of professional knowledge and information disseminated is relatively less.Third,the lack of interactive content on-site display,can not attract the audience to participate in depth.Fourth,the exhibition marketing in the lack of personalized performance,can not highlight the brand personality.In addition,the survey respondents hope that tea set companies in the exhibition marketing can focus on interesting,interests,interaction and individuality.The marketing strategy is improved from the aspects of product layout and design,tea ware culture promotion,on-site interactive experience and customization,so as to optimize the visual,auditory and participatory experience of the exhibitors.According to the survey results,based on the 4I theory,this paper puts forward some suggestions for W company to improve the mice marketing strategy,including: to release the interest signal by the way of product + publicity;satisfy the material needs and spirit to meet the interests of the two-pronged approach;set up tea-related activities to attract visitors to participate in interaction;create a personalized booth atmosphere to highlight the brand characteristics.This paper is of practical significance for W Tea Set Company to gain customers and profits through the exhibition channel,and it is also of reference significance for small and medium-sized enterprises in the tea set industry to improve the exhibition marketing effect.