Research On Optimization Of Marketing Strategy Of Self-organized Exhibition Of T Exhibition Company

While the exhibition industry is transforming and upgrading to a new stage,exhibition companies are facing unprecedented challenges and seeking new development.T company is one of the typical representatives of private exhibition enterprises and is currently in the primary stage of transformation from overseas exhibition agent to exhibition organizer.How to develop timely and correct marketing strategies for self-organized exhibitions around the development direction and trend of exhibitions and combining with the company’s own situation is the key issue facing the company to achieve long-term stable development.On the basis of marketing and service marketing theories and literature research,this paper takes T Exhibition Company as the research object and analyzes the current situation of T Company’s self-organized exhibition marketing,and explores the problems in the company’s selforganized exhibition marketing with the support of exhibitor satisfaction survey data,the source of the problems mainly lies in vague market positioning,lack of innovation in overall marketing and insufficient exhibition service awareness.By analyzing the current marketing environment of self-organized exhibition of T exhibition company and combining STP marketing theory and 7Ps marketing combination,then propose the optimization plan of selforganized exhibition marketing strategy.T exhibition company should take the industry where customers are concentrated and their exhibition purpose as the standard of market segmentation,and choose the exhibition theme which already has certain industry advantages to determine the market positioning of self-organized exhibition.Through the seven aspects of product,price,channel,promotion,personnel,tangible display and service process,self-organized exhibition marketing strategy optimization is launched in three processes,namely,optimizing exhibition content to create a brand exhibition,optimizing exhibition promotion to enrich overall marketing and optimizing exhibition service to enhance exhibitors’experience,constituting an overall marketing plan aiming at enhancing the brand influence of self-organized exhibition and achieving sustainable development of enterprises.Finally,in order to guarantee the smooth implementation of selforganized exhibition marketing strategy optimization,specific guarantee measures are proposed in terms of organization,talents and technology to provide basic guarantee for T Company’s self-organized exhibition marketing.