A Study Of Policy Marketing Of Northeast Asia Investment And Trade Expo

CHINA. JILIN North-East Asia Exhibition, held under the flag of developing China's North East Industrial Base and as part of development plan in Tuman River area, is a leading Expo for Investment and Trading. As a government -held Expo, it has been existed for 6 years, made great contributions to the economic development, exchange and cooperation for Jilin Province and North-East Asia. The owner of the Expo is government, therefore the show can be classified into category of Public Policy. There are very few documents on the North-East Asia Expo. This paper will adopt the point of local governmental marketing to analyze and evaluate the government actions in the process of the North-East Asia Expo to find the problem in marketing and the solution. This will be the whole point of this paper. From the point of the methodology, this paper will adopt Case Analysis, Resource Analysis in five chapters.Part I: Introduction. The purpose of the paper will be described in details in this part. Also, it will indicate the methodology and the framework for this paper.Part II: Study on Local Governmental Marketing. In this part, the paper will show clear definition on local governmental marketing, analyze the environmental factors, strategy and methodology of the policy marketing, and observe the evaluation criteria for the marketing result. Theory of Policy Marketing is branch of Policy Analysis Theory. It is the combination of Policy Analysis Theory and Company Marketing Theory. Firstly, Local Governmental Policy Marketing is to solve the local government's problem in the process of development and to seek a sustainable development mechanism for local government in their future. It is a combination of government policy. It combines government departments, corporate sector, non-profit organizations and the masses to participate in promotion and and meets the needs of the target market, customer-oriented, along with implementation and feedback mechanisms to enable local governments to realize sustainable management, enrich the local government tax revenue, increase local employment and to improve the local social welfare. Secondly, in order to carry out policy analysis of marketing, you must first examine its environment. This paper will analyze the marketing policy in Northeast Asia Expo context from five aspects: the economic, cultural, political, social and transport context. The paper makes a study on the strategic planning process of Policy Marketing theory and marketing approach, which is 5PS strategies (product, price, channel, promotion, and partners). Further, the paper lists and analyzes the common practices of local government in marketing. Finally, this chapter describes the basis to assess the effect of the Expo, that is what Dunn (William Dunn, 1994) proposed: the effectiveness, efficiency, adequacy, fairness, responsiveness, appropriateness of the six standards.Part III: Analysis on Northeast Asia Expo marketing. The theories above will be applied to the analysis on the overall marketing process of Northeast Asia Expo. In this part, the paper will illustrate Northeast Asia Expo Overview, analyze the environmental factors in Northeast Asia Expo and marketing strategies, and evaluate the marketing results. During the study, the writer found that, concerning environmental factors, (1) political environment is fair and stable; (2) although economic environment is of more variable, the win-win situation in economic development is our common aspiration; (3) the Expo is culturally rooted and benefited from the culture and social background; (4) transport is an important aspect of regional development in recent years, evolving constantly. As for Marketing strategy at the Expo's policy, the organizers use their highly specialized team to establish a distinctive brand image in production section; as for pricing, in addition to pricing of tickets and booths, the organizers also offer a number of mechanisms to attract customers; for Marketing channels, the paper will summarize the promotion means, schedule propaganda, and the venue of the Expo; On promotional methods, the paper will list and analyze the television advertising, posters and other promotional strategies used by the organizers; For partnership strategy, the author analyzes two ways of corporate sponsorship. Finally, on the basis of the previously discussed, it proves that the Marketing of Expo meets the basic line of Dunn's (William Dunn) six policy evaluation criteria.Part IV: Analysis on the marketing problems of Northeast Asia Expo and Recommendations. Through the above discussions in the previous chapters, the paper finds problems in the process of the overall marketing: creativity in product idea decreasing, supporting services inadequate, ticket pricing dispute, lack of an overall marketing strategy, channel means being single and simple, corporate sponsorships to be improved etc. To these problems, the paper gives its corresponding recommendations to better the situation. Further, extended to marketing practices of local government, the paper gives three recommendations: (1) the government should strengthen their sense of competition, (2) the government should do well in handling good cooperation between partners, and (3) in the process of promoting the marketing concept, the government should establish an overall policy.Part V: Conclusion. To summarize the analysis above; to give answer to the problems raised in the part of Introduction; and to give some enlightening recommendations for further study.