Shenzhen Convention And Exhibition Center Exhibition Marketing Strategy

The exhibition industry is a newly arisen profession in China, developing with a growth rate close to 20% annually, called as the sunrise industry of 21 century. Chinese exhibition market has been opening, it makes the competition in Chinese exhibition market increasingly vigorous. Shenzhen Convention and Exhibition Center (SZCEC) is the organizer of China Hi-Tech Fair (CHTF), in the meantime, operates exhibition building. It has already turned into the state-owners enterprise in the public institution reform of Shenzhen City, carrying out the two-way operation policy: holding exhibition and operating the exhibition building, and never studied exhibition marketing systematically and deeply. This dissertation is innovative in studying and proposing SZCEC's exhibition marketing tactics.What exhibition marketing tactics should be made by SZCEC to survive in the exhibition market competition? The dissertation offers suggestions by marketing analysis.Firstly, the dissertation puts forward the research background, the documents survey, the thought and research method, and analysis on Status of Exhibition Market, which introduces analyzes status of domestic and foreign exhibition industry and marketing.Then, through SWOT analysis, based on PEST analysis on macro environment , Porter's Five-Forces Model analysis on industry competition, and analysis on inner circumstance and marketing ability, the dissertation analyzes SZCEC's internal and external marketing environment.Based of SZCEC's marketing environment, the dissertation targets market and makes exhibition marketing strategy by exhibition marketing searching and targeting. And puts forward SZCEC's exhibition marketing tactics, includes exhibition item tactic, diversified exhibition price tactic, strengthen exhibition brand tactic, deepen multi-layer exhibition marketing network tactic, varied exhibition promotion tactic, qualified exhibition service tactic , enhanced customer relation management tactic.Finally, in order to realize tactics, the dissertation offers exhibition marketing tactics implement measures , including establishing modernization business enterprise system, setting up "the marketing leading" consciousness, strengthening exhibition development ability, establishing whole exhibition marketing management mechanism, perfecting talented person's mechanism , perfecting marketing management information system.