Research On Optimization Of Smart Exhibition Marketing Strategy Of Gansu International Conference And Exhibition Center

As a high-end service industry in China,the exhibition industry has a wide coverage and high relevance.It not only plays an important role in strengthening cooperation and communication,opening up markets,and promoting rapid,sustained,and healthy economic development,but also plays an increasingly prominent role in urban construction,spiritual civilization,and harmonious society construction.With the stable development of the exhibition industry,the application of cutting-edge technologies such as 5G and big data has provided impetus for the development of smart exhibitions.Under the influence of the COVID-19 in 2020,in order to respond to public health challenges,the country actively promotes the steady recovery and high-quality development of the exhibition industry,making smart exhibition a new driving force of the market.Since 2016,Gansu International Conference and Exhibition Center has been working on the construction of smart exhibition projects.Based on the 4P marketing theory,smart exhibitions are displayed and promoted from multiple perspectives.However,the marketing effect is not ideal,resulting in the following four problems: firstly,the marketing product is single.The effect of attracting users in exhibition displays,comprehensive services,and other aspects is not significant;Secondly,there is a lack of innovation.There are few personalized marketing strategies and targeted promotion activities tailored to different user needs;Once again,there are insufficient marketing channels.Failure to fully utilize channels such as the internet and social media to expand the market;Finally,the brand image is unclear.Smart exhibition companies have shortcomings in brand building,lacking clear brand positioning and image,which makes it difficult for consumers to develop a sense of identification and loyalty.In response to these issues,Gansu International Conference and Exhibition Center needs to transform its marketing strategy,develop from the original 4P marketing theory to the 4V marketing theory,and formulate more effective marketing strategies to adapt to market changes and meet customer needs.The research content of this paper mainly includes seven chapters.First of all,the paper introduces the research background,content,methods,and significance,and analyzes the evolution of marketing development theory and 4P,4C,4R and 4V theory;Secondly,it analyzes the basic situation of Gansu International conference and Exhibition Center,the marketing status quo and existing problems of smart exhibition,and obtains the main problems and attribution reflected in smart exhibition marketing;Finally,combined with the target market positioning,macro environment,industry environment and demand environment analysis of the smart exhibition of Gansu International conference and Exhibition Center,through questionnaires and interviews,and based on the 4V marketing theory,this paper provides corresponding strategies for the marketing optimization plan of the smart exhibition of Gansu International conference and Exhibition Center from four aspects.Product differentiation:customize personalized services and improve the marketing strategy of smart exhibition function layer;Upgrade and transform the existing smart exhibition to achieve product differentiation.Function elasticity: optimize the exhibition time,365 days and 24 hours.Value-added: increase the added value of innovative marketing in smart exhibition services;Improve the added value of corporate culture and brand.Internal resonance: adhere to the service-led logic,resonate with users’ emotions,and form value co-creation.At the same time,it is expected that through the research on the existing marketing problems and countermeasures of the Smart Conference of Gansu International conference and Exhibition Center,it can further provide scientific and professional marketing strategies for the same industry and provide reference value.