Research On Marketing Strategy Of Beijing Planning Exhibition Hall

With the development of social economy,the competition in the industry has intensified and the marketing concept has gradually penetrated into various industries.As a non-profit organization,the Beijing Municipal Planning Exhibition Hall(hereinafter referred to as BJPEH)has a conservative management and operation system,and its previous marketing methods have failed to meet the current market demand.In order to fully manifest its role as a window for cultural promotion and to achieve sustainable development of the organization,it is imperative that the marketing strategy of BJPEH be changed.The thesis analyses the internal and external environment and the current marketing situation of BJPEH from the perspective of marketing theory,identifies the existing marketing problems,and uses the STP tool to position the target market of the pavilion and find out the 4C marketing theory strategy that meets the actual needs of BJPEH.This paper proposes an audience-centred marketing concept,which,combined with the target positioning of BJPEH,enriches the exhibition format to meet the needs of the audience through the use of digital intelligence technology;provides more free services and reduces the costs of the audience;provides convenient visiting services and rich off-site activities to enhance the convenience of the audience;relies on the development of cultural and creative products and the establishment of communication mechanisms to further strengthen the relationship with The exhibition hall will also be able to develop creative products and communication mechanisms to further strengthen communication with visitors.Through the above marketing strategies,the BJPEH’s reputation is raised and its influence is expanded to achieve both social and economic benefits.The findings of this paper can provide practical guidance for the marketing activities of the BJPEH and have some reference value for promoting the healthy development and marketing innovation of other urban planning exhibition halls in China.