Research On Brand Strategy Of The Conference-exhibition Industry Of Beijing

The carrying out the brand strategy is inevitable request of the every enterprise of 21 centuries and is inevitable request that the Chinese brands participates the international competition. After joined into WTO, the overall number of conference-exhibition is reducing with the quality of conference-exhibition rising. The conference-exhibition industry in our country is changing toward the brand type by the quantity type.The first part of paper analysis the present situation of the conference-exhibition industry both at home and abroad. It gives out the present main questions faced by the conference-exhibition industry of Beijing and the significance of execution of brand strategy. In the second part, the paper goes further into the expatiation on the basic concepts of both the conference-exhibition industry and brand strategy and their related theories. The third part of the paper firstly talks about the present situation and developing trends of the conference -exhibition of Beijing. Then it uses the method of PEST to analysis four factors including political, economic, social, technology, which are affecting the conference- exhibition brand strategy of Beijing. And after that according to the five-forces model of competition created by Professor Michael E. Porter, the paper analysis the environment of industry and competition to the conference -exhibition brand of Beijing. This part shows the present development situation of the conference-exhibition of Beijing from the levels of macro and medium. The forth part of the paper is the practical research with Auto China. After giving a simple introduction of Auto China, it analysis the micro-environment and raised the strengths, weaknesses, opportunities, and threats faced by the brand of Auto China by using the method of SWOT. And according to the conclusion and the related results in the third of paper it gives suggestions of brand strategy of Auto China including brand reinforcement strategy, brand alliance strategy and brand extension strategy. At last it gives the strategy security system from the level of social and government including policy, law, construction of associations and enterprises and the strategy security system from the level of enterprise itself including brand authentication, capital operation, increasing service quality, net-technology, fostering human resources. It gives the suggestions on implementing brand strategy smoothly for the conference -exhibition industry of Beijing.