Analysis And Evaluation Of Brand Relationship In Exhibition

With the rapid development of the exhibition industry and its huge effects, governments at all levels give more and more attention and support to it. On April 2015, the State Council issued "Several opinions on further promoting the reform and development of the exhibition industry", this file clearly pointed out the overall requirements, innovative development paths and other measures about constructing brand exhibition, which provides a guarantee for the development of exhibition brand. With the completion of the National Convention Center(Shanghai) and put into use in 2014, many brand exhibitions move to here, and this will change the structure of China’s convention and exhibition industry. Based on this practical problem, this study combines brand relationship theory and management countermeasures, and provides practical guidance for the development of exhibition brand. This paper draws on brand relationship assessment model, which is the research result of previous scholars, and builds exhibition brand index system and evaluation mode. This study expands empirical analysis of the relationship between the exhibitors and exhibition brand by means of questionnaire, which is an effective tool.This will help to form the academic system of China’s exhibition brand relationship and provide useful reference for the related research.Based on the thinking of the practical problem and in order to promote the sustainable development of exhibition brand, this paper applies the stakeholder theory to the study of participants of exhibition brand relationship,and uses brand relationship index model in the empirical quantitative research of furniture fair exhibitors and exhibition brand relationship. The model includes five indicators: commitment/correlation; esteem/trust; the degree of familiar/understanding; ascription/attention; association/recognition. This study takes two Shanghai international furniture exhibitions: China Furniture Exhibition and China(Shanghai) International Furniture Expo as examples. And the brand health degree and brand relationship indexes are used to make a quantitative study. On this basis, this paper puts forward the defects and shortcomings of exhibition brand management, and puts forward the corresponding management suggestions.The results show that exhibitors are the core stakeholders of the exhibition brand; exhibition brand relationship of China International Furniture Fair is better; different brands have differences in brand relation health degree, namely, the brand relationship level of China International Furniture Fair is higher than that of China(Shanghai) International Furniture Expo brand relationship, and the former brand relationship health degree is in high baseline level, the latter is in benchmark level, that exhibitors have higher satisfaction degree of the former exhibition, that is, the former exhibition organizers pay more attention to the relationship management between exhibitors and exhibition brand. Suggestions and strategies are proposed to exhibition organizers of the exhibition brand relationship management based on the results: firstly, the exhibition organizers should attach importance to brand exhibition relationship management; secondly, the organizers should be committed to building brand differentiation; finally, the expectation to create regional brand to achieve win-win non zero sum game state.