| With the improvement of China’s opening to the outside world,the proportion of the output value of the exhibition industry in the tertiary industry is also expanding,which not only promotes the international import and export trade,absorbs a large number of foreign advanced science and technology,but also enhances the exchanges and trade with China’s economy,and ensures the stable operation of the national economy.However,with the sudden COVID-19 outbreak in 2020,the exhibition industry,which was already in fierce competition,suffered a severe blow.It is crucial for enterprises to distinguish themselves in the cruel market competition environment,find the correct market positioning,constantly summarize the new exhibition mode,and formulate correct and effective marketing strategies.Z Exhibition Company is a one-stop exhibition service provider focusing on the automobile industry,integrating planning,design,production,construction,logistics,operation and maintenance,and resource docking.In the internal and external environment where the company is growing rapidly,the scale is in urgent need of expansion,and the competition in the exhibition market is becoming increasingly fierce,the current marketing strategy of Z Exhibition Company cannot meet the current market requirements,and it is urgent to propose more effective competition strategies to keep pace with the development trend of the exhibition industry.This article is based on the background of the convention and exhibition industry at home and abroad,with Z Exhibition Company marketing strategy as the research target,partners,company executives and staff of the enterprise has carried on the interview investigation and study,and has made the comprehensive combing specific to the enterprise management situation,in-depth analysis of the external macro conditions of Z Exhibition Company and market competition environment,Through the service marketing theory to analyzing the present situation and problems of Z Exhibition Company’s marketing strategy,and summarizes a series of marketing strategies,such as "to bring" single product model,into a "price war" circles,successful projects lack of replication,erosion,the clients have a type of display is insufficient,and the cause of the problem carried on the thorough analysis.Then,on the basis of the theory of 7P tailored for Z Exhibition Company is beneficial to the development of future long-term market strategy,finally,the improved plan system,technology,talent,incentives and other aspects of security measures,prompting adjust the marketing strategy after the upgrade,more practical implementation of landing,the stable profitability of the company and to realize the sustainable development. |
