Brand Strategy Of China's Exhibition Industry - Foreign Experience And Improvement Measures

Since China started the reform and opening up policy 20 years ago, China's exhibition sector has been growing at a rate of 20% per year and has developed into a new prosperous industry. The exhibition industry now plays an increasingly important role in areas such as trade, technology exchanges, communication and economic cooperation.This paper provides a comprehensive introduction of the history and the status quo of the global exhibition industry and makes preliminary forecast on the industry's future development trend on the basis of extensive analysis of relevant materials. On the other hand, through examining the overall development of China's exhibition sector, the paper points out the existing problems and comes up with some recommendations for improvements. In addition, the paper also highlights the practice and experience of peer industry in Germany and France and explores areas that might be valuable for China's exhibition industry.The final part of the paper stresses the importance of developing and safeguarding China's own brand exhibition based on foreign asset management theory. Based on "4Ps" Marketing Mix theory and SWOT analysis, the paper raises some constructive recommendations to establish a brand strategy for China's exhibition industry.