Exhibition Brand Route Research In Hangzhou

There must be good quality " in the good exhibition, high " quality " can be reflected by good brand. The brand means reputation and prestige of the exhibition, means the intangible assets of the exhibition, means the limitless life and hope of the exhibition. The brand exhibition is exhibition inherent " quality " and high degree of unification of external manifestation. Its inherent " quality " embodies in the standardized globality of exhibition quality, suitability, compatibility, competitiveness of exhibition. The dynamics with exhibition quality, it reflects the implements of chance, ecology, financing, state managed and marketed of brand strategy in exhibition; Its external manifestation refers to external popularity of the exhibition and its influence, it reflects management, popularization and marketing level of the exhibition brand. So, in the face of the fierce market competition, it is the long-term unremitting striving direction of sponsor and organizer of the convention and exhibition to plan, make, and develop the advantage brand.How to make the exhibition of Hangzhou give play to and promote the economic better, make the economy of Hangzhou develop more previous step, Conventions and exhibitions industry of Hangzhou generally reach common understanding: The brand exhibition is the inevitable choice of Hangzhou. Because only the brand exhibition could attract the high-quality exhibiter; can attract the high-quality buyer after having high-quality exhibiters, and the high-quality buyer will attract more exhibiters, thus form a benign cycle which runs the market of exhibition in this way.This text takes current situation of the exhibition of Hangzhou as the background, it is analyzed that the advantage condition at the present stage of the exhibition of Hangzhou and inferior position behave, have proposed the exhibition brand effect Operation of policy resource, Operation of market resources, operation of project resource, Operation of social resources, including operation of the human resources, operation of culture resource, operation of the tourist resources , operation of traffic resource, operation of network resource ; The end , take fair of the West Lake of Hangzhou and China international cartoon as an example analyze how to take the good brand road. Aim at, realize for Hangzhou exhibition for initial stage of development brand manage, put forward, consult the suggestion a bit, Advance the standardization of the exhibition of Hangzhou, and advance the specialization process of the exhibition of Hangzhou.