Customer Satisfaction Research On Shanghai Brand Exhibition Marketing Website

The development of convention and exhibition industry is inseparable from the vigorous development of network technology. Nowadays, internet is spreading at an unprecedented rate in world, and it is becoming a new business opportunity. Website is used as highly effective tool to launch new service.Because of the special carrier, a new form of expression is presents to visitors and exhibitors, and wider marketing channels and opportunities are brought to the ticket booth and entrance ticket. However, the exhibition is a new industry, the relevant theoretical research is still relatively lagging behind, and the existing literatures on exhibition marketing network are very few and have no in-depth.In this paper, the brand exhibition Shanghai Auto Show is selected as an example. By tool of survey, from the perspective of customers, the article scores the indicators of auto show website in indicators of importance and performance, to identify the gap between expectations and reality. From the eyesight of the visitors and exhibitors, using the IPA assessment model, the author does in-depth analysis of the advantages and disadvantages of auto sites, in order to put forward specific proposals, with a view to improving the exhibition website marketing thinking and learning.This paper consists of five parts:The first chapter includes introduction. The issue of this paper, research background, methods and contents of the academic status at home and abroad are summarized. A theoretical groundwork is provided. The second chapter consists of the theory of the exhibition web site marketing. It provides the exhibition-related elements of marketing, the importance of site evaluation, and gives details of the IPA analysis. Then, Importance-Performance Assessment survey of visitors and exhibitors to Shanghai Brand Exhibition site is provided. By the design of the questionnaire, sample selection, and the description of IPA method, the author will do quantitative analysis of exhibitors and visitors to the auto marketing website satisfaction. Furthermore, based on the research result and the use of IPA method, the author analyzes the website's performance to indentify strengths and weaknesses. Finally, countermeasures and suggestions are provided, targeting to optimize their websites and promote the network development.