Analysis Of The Event Marketign Strategies For Expo Books

2010 Shanghai World Expo attracted worldwide attention. World Expo promotes people's cultural exchanges and information dissemination with limited time and space. The culture penetrates the World Expo, and the cultural influence of the Expo is also a booster of human civilization and progress. Regarding the dissemination of World Expo culture as its duty, China publishing industry took this opportunity to publish a large number of Expo books, which are on the popularization of the Expo knowledge, on the interpretation of the theme of the Expo, and to serve the Shanghai Expo, etc. Expo books are the carriers of Expo culture, but also a commodity, a product of event marketing. Through combining empirical research method with qualitative research method, using event marketing theory to analyse the event marketing strategies used in the planning and promotion of Expo books, the strategies below are summarized, such as maintaining the synchronization of the development of the event, taking advantage of the authority, celebrities, and the event participants, news strategy, activities strategy, public welfare strategy and taking advantage of Expo visitors' fervor to stamping. Based on the above research, a case study of "HAIBAO Is Coming" series books is finished. Hoping to spread Expo culture to young people, China Children Press & Publication Group published this series of books with the use of the Shanghai World Expo mascot HAIBAO, and fully took the advantage of event marketing, therefore achieved the social and economic benefits win-win. Nevertheless, there are some problems in the practice of event marketing of Expo books, like topics being a bit poor, lack of innovation in the use of strategies, small-scale and weak momentum. The publishers are adviced to dig event content, to create new ways, and to increase investment. Expo has ended, but the follow-up effects will persist, so the publishers need to take advantage of "post-World Expo" to continue to devote themselves to the publication of Expo books.