A Study On Integrated Marketing Of Chinese Beauty Industry Cosmetics Exhibition

Since 1990's, along with out-opening enlarging and the last stabilizing developing of our country's economic, exhibition industry rapidly developing, has become a new economical growth point of national economy. Exhibition industry that depends on the superiority industry, collects the investment trade, the display discussion, the recommendation consultation, the high-level forum, cultural exchange five are a body, impels the national and the urban economy's development, and leads the development of the correlation industry ,finally forms a economy group centering on exhibition industry.Beauty Industry Cosmetics Exhibition is to develop under like this the economical background, along with beauty industry rapid development, beauty industry exhibition is improved more and more by the field public people's favor. At present our beauty industry cosmetics exhibition develops to be roughly in shape, but has big disparity with the level of international development. The exhibition scale is small, the quality is low, the macro-control is not standard, as well as marketing idea is fall behind, the marketing method is sole, the customer service consciousness is lack, the level of exhibition service is lower and lack innovation, exhibition's position is fuzzy, the level of promotion is not enough, promotion tools' choice is not right and so on, these problems have hindered the development of beauty industry cosmetics exhibition.Integrated marketing communication emerged in 1990's, and becomes the inevitable trend of 21^st century marketing, the inevitable choice of enterprise maintaining the sustainable competitive power. Integrated marketing is a process that utilizes the integrate in the marketing and management decision-making, by systematized combines of marketing tools and methods, the instantly dynamic revision according to the environment, so that both sides realize added value in exchange. In this thesis, on the basis of the analysis in integrated marketing theoretic, add the analysis of our beauty industry cosmetics exhibition's characteristic and exhibition marketing's flaw, integrates the integrated marketing idea in exhibition marketing, pours the newvigor into beauty industry exhibition, breaks the tradition marketing idea, proposed the effective integrated marketing system of beauty industry cosmetics exhibition, impels beauty industry's sustainable development.