A Research On Conference And Exhibition Brand Position Of Chongqing In The Era Of Experience Economy

Exhibition industry is a new sunrise industry of the 2l century in China. Exhibition industry has a great and strong lead role to develop the city economy, especially the tertiary industry, as well as build and operate the city brand. As the only municipality in Chinese inland and western area, Chongqing should vigorously develop Exhibition economic, posit and shape the exhibition brand of Chongqing, build "the western exhibition city", raise the profile and image of Chongqing, and promote the overall progress of Chongqing.Experience Economy is an economy which based on props as goods, services as arena, providing experience as a major economic provision. Today, the experience economy has gradually become a new economy, following the agricultural economy, industrial economy and service economy. It shows the development of socio-economic, and breeds great change of the consumption and production patterns. The speed of adapting experience economic will be the key to victory or defeat in the future. The necessity of the rise of experience economic comes from the characteristics with a series of human. It is crucial that fully understand the development trends and process of the experience economic, for accurately grasp the essence of the experience economy.Brand positioning is defined as a particular brand to identify a suitable location of the market, impressed the commodity in the eyes of consumers, and distinguished from other brands. When the need is there, people will firstly think this brand at once. Brand positioning strategy is a total enterprise planning and long-term plans for the brand positioning, and make changes and renewal according to the changes in operating variables constant adjustment. Exhibition brand is a particular sign that can distinguish an exhibition from other exhibitions. It has a certain size. It is the exhibition that can represent the industry's development, reflect the industry's development trend, guide and strongly influence the industry. It is usually constituted by a name, symbol, mark, symbol recognition, as well as a combination of these factors.Business ? Kevin Lane Keller, professor of Fu-kui Duke University, pointed out in his book "strategic brand management": as products and people, geographic location and the regional space can also be brand. Exhibition brand of a City is an intangible assets, and is the fundamental for the city's exhibition industry to develop and survive. It let people understand and know about one city's exhibition industry, and naturally link some kind of image and associate with the city's convention and exhibition industry. It let the spirit into each building of the city's convention and exhibition industry, and allow competition co-exist with life and exhibition industry of the city.In general, scholars made research of the brand positioning of Chongqing Exhibition. The different research point of view, put forward different strategic location. This article is based on the experience economic perspective, according to the theory and principles of exhibition brand positioning systems, and combining the Chongqing location, culture, tourism, industry, and other environmental conditions. It use the method of SWOT to analysis the strengths, weaknesses, opportunities and challenges facing of Chongqing exhibition industry, and considered the strategic direction of the brand positioning of Chongqing exhibition.