Research On Marketing Strategy Of Visitors In Chemical Industry Exhibiton Via Personas

As the exhibition industry has a 1:10 impetus effect to bolster up the local economy,especially the local tourism and transportation industry,it has attracted the attention of the government departments and relative people from all walks of life.Some domestic associations and exhibition companies have cooperated with well-known international exhibition companies,including creating joint ventures.However,because the domestic exhibition marketing is not systematic,most of the domestic exhibition organizers pay more attention to attracting exhibitors than to the visitors,especially in the efficiency of audience recruitment and marketing quality.Compared with the marketing of well-known international exhibition companies,there is still room for improvement.In recent years,the applications such as SMS,online conference,WeChat,Weibo,search engine has become an important tool of human society.The "big data" era has deepened the impact on all aspects of human life,and the exhibition marketing activities have also undergone subtle changes.Most exhibition companies have begun to use big data-related tools to conduct research on precision marketing strategies.In the future,the integrated development of offline and online exhibitions based on industry content and data analysis will be the mainstream model of exhibition companies(organizers).Integrating precision promotion into the marketing strategies is an extremely important part of their marketing strategies,the exhibition project will also change from the traditional relatively isolated onsite event to the "all media ecosystem physical hub".Using the visitor promotion of X exhibition company’s chemical exhibition project as an example,via consulting a great deal of literature,on the basis of analyzing and summarizing the precision marketing methods and big data application modes of relevant industries and enterprises domestic and abroad,and the author builds a set of precision marketing strategy model based on Personas,which puts forward the strategy of analyzing the visitor group based on the questionnaire of the last exhibition project These common characteristics can provide reliable support for the research and development of products or services,which could be the basis for a portrait.Then the"cluster analysis" of Personas is used to classify the visitor,and the "customer value theory" is used to classify the visitor user description information(attribute)and user behavior information are stored to form user files,it is stored in the database management system.In the following marketing,"combined coding calculation" is carried out to record all kinds of users’behavior data,which supports the project team to carry out the following analysis and exploration quickly,iterate the visitor user model continuously,And modify it to form a more accurate model for the specific user model.Finally,from this paper,we know that the author creates a precise marketing management mode.In view of the current existing problems and situation of X Company,which puts forward some suggestions to improve the marketing promotion method of X Company.The scheme proposed in this paper can provide theoretical guidance and effective reference for the optimization of precision marketing strategy sponsored by relevant exhibition industry.