On The Market Development Of The Exhibition With The National Agricultural Exhibition Center Business Strategy

This article focuses on exhibition industry and analyses the status and development strategy of the National Agricultural Exhibition Center. The article falls on the following three parts: The first part tells the development situation, basic features and development trend, summaries the opportunities and challenge and analyses the exhibition market and competition pattern. China's exhibition industry started on the zero base and has grown at 20% rate annually and now has become a very new industry in the past 20 years. Beijing, Shanghai and Guangzhou have become major three center cities in China's exhibition industry. However, China's exhibition industry is not mature, not standard, and not complete. The industry is small in scale, disorder in management and weak in competition. But it has potential. Beijing has 11 halls for exhibition and conferences, covering a total space of 176,000 square meters, of which 4 are quite strong with some competition ability, forming "one super and three powerful." Along with continuous construction of exhibition and conference halls, the exhibition market trend will shift from seller's side to buyer's side and the competition pattern will change. The second part gives a brief introduction of the status of the National Agricultural Exhibition Center, history, facilities and various resources as well as analyses the problems in the management of the center. The National Agricultural Exhibition Center was established in 1959, "one of the ten big constructions" in 1950s in Beijing. The indoor space covers 18000 square meters and outdoor space amounts to 45000 square meters. It is one of the four exhibition centers in Beijing. Using SWOT theory, Poter theory and diagram theory, the article analyses the exhibition's value chains, the status of the center and market positioning. The third part proposes development and strategic implementation program. Starting from the exhibition background and the basic status of the National Agricultural Exhibition Center, the article analyses the multi-element management of agricultural exhibition and group type management. It proposes implementation program for multi-element management and group management strategies. The article also raises some suggestions for how to form and maintain the nucleus competition power in the group management and multi-element management.