Exhibition Communication & Planning

As a kind of new economy phenomenon and latest economic increasingpoint, exhibition economy is attracting more and more attention. According tostatistics, Chinese exhibition economy is increasing at 20% annually duringrecent years. Chinese exhibition economy develops from small to large, itseconomic profit increases gradually and becomes gross national economy's newincreasing point. The main purpose of this paper is to talk how to developChinese exhibition economy and study the way to carry out marketing planningand communication. In this paper we try to find means to develop Chinesedomestic exhibition industry, through the comparison between Chinese andoutside exhibition industry, and we take "Xiamen 9.8 china international fair forinvestment and trade" as example.In this paper, we take a new thought way of marketing and study how topromote the development of core competition force of exhibition economy withtheories borrowing from different subjects as communication, sociology, publicrelations and advertising. The ways of study include qualitative analysis, contentanalysis and case analysis. The paper composes by five parts.First chapter: introduction. In this chapter, the thesis generally introducesthe study background and meaning, analyzes interrelated documents and putforward main points and study instruments in this paper.In the second chapter, we analyze the history and status quo of exhibitionindustry and prospect the foreground of Chinese exhibition industry.The third chapter gives specific measure on orientation, theme and brandplanning of exhibition. In this chapter we used some concepts as marketing,competition, and brand and so on.The forth chapter talk the problem of communication in exhibition more. Inorder to put the exhibition development on the contemporary marketing theory,we introduce models of advertising and public relations.Chapter 5 takes "Xiamen 9.8 china international fair for investment andtrade" as the case and summarizes 10 years successful experiences of fair for investment and trade. This is meaningful to Chinese exhibition industry.In the last part, the thesis summarizes 3 creative points of view and offers 3orientation and measures on the future development of exhibition. All of thementioned is meaningful reference to the future development of exhibitionindustry of china.