| This thesis tries to explore the marketing model of the international commercial exhibition enterprise and its significance by studying the marketing strategies and features of a specialized exhibition center. As a branch of service sector, the development of exhibition industry has a history of more than one hundred years. As a kind of economic, convenient and quick communication pattern , it has been extensively used in promoting products overseas and has achieved great and lasting success internationally. It is a brand new thing to open an exhibition enterprise aboard and assist Chinese companies to develop the international market, while the exhibition industry itself is still at its initial stage in China . "China Machinery &Electric Products Exhibition Center"(abbreviated as CHINAMEX) is a shareholding service corporation established by China Jirong International Corporation Limited in April, 2000 in Sharjah, U.A.E, with focus on exhibition services. It aims at expanding the export of chinese electronic & machinery products (including other products),and offering display services to various Chinese high-quality product producers and traders which would like to explore the Middle East market. The two target markets of CHINAMEX are : powerful, advantageous Chinese enterprises and the west Asian & African market where the import volume reaches 150billion per year and the economic structure is complementary with China . JiRong International Corporation Limited has noted, on one hand, with the fast growing of china's economy in recent years, more and more Chinese enterprises are keen to push their mature, advanced technologies, products and management expertise into international market and seek broader growing space, on the other hand due to lack of experience ,opportunities and fund etc, they have been hindered by many difficulties; meanwhile ,the vast developing country markets, such as middle east, west Asia ,Africa and east European countries (U.A.E being the center) has a large potential demand for Chinese products with competitive prices and high qualities. Targeting at these two above mentioned markets, Jirong corporation has defined the marketing position of CHINAMEX: specialized exhibition enterprise to promote China's high quality products which could represents the image of china. Jirong corporation adopted one of the most effective ways to push export commodities - 'exhibition service' as their product strategy to establish a platform for buyers and sellers to communicate with each other face to face. Relying on great effects, CHINAMEX has established good initial brand reputation within a short period of time and reversed the misunderstanding of foreign businessmen towards Chinese products in a certain degree .It has played a role in establishing the good image of Chinese high quality products and pushing the Chinese enterprise to further explore the international market. The reasons for its success are as follows: 1. Taking advantage of the effective exhibition way in exploring international market.2. To meet the demand for Chinese companies to develop Middle East and Arab market . 3.Solid marketing research is the precondition for CHINAMEX to find out the market opportunity and achieved the initial success.4.The support from both the local and home government 5.Advertisement reflects the effective integrated marketing strategy, relationship marketing is a good way to make up and expand resources.6.The operating system conforms to the specialized service which offers various kinds of effective services and pays attention to the design and pursues business expansion .7. Reasonable financing structure8.The implementation of modern enterprise mechanism As the first specialized exhibition enterprise operating abroad, CHINAMEX is still a new-born baby which has got a good beginning, depending on various advantageous conditions. Without too much successful experience to learn in China , it will face a great deal of... |
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