| Exhibition Industry is called sunrise industry in the21st century, which has brought tremendous influence on our country. It is a flourishing industry since the reform and opens up policy and has produced many objective economic benefits, drove the development of countries and regions in lots of aspects. Exhibition communication is a kind of media communication and interaction which using exhibition as a media. It is high technological, high involved in degrees and systematic. In order to study exhibition, we need to study exhibition communication first. Looking from the exhibition perspective, using Russ weir5W transmission mode as paradigm, we focus our research on communicators, contents, media, audience and effects of exhibition communication. Summarizes the present situation of the domestic exhibition communication, put forward the deficiency and give suggestions to make improvements, I hope that my advices will make profound development on the exhibition Industry.The paper is divided into four parts:The first part is the introduction section, an overview of the background of the article, pointing out the theoretical and practical significance of the research article, summarize, and then tell the research method and innovation.The second part outlining the definition,the characteristic,the classification, the function of exhibition and exhibition communication, laid a basic premise of the typical discusses.The third section summarizes and combing exhibition communication put forward the existing problems. They are, the limitations of integrated marketing communication, low brand awareness, professional talent shortage and communication out of order.The fourth part is the conclusion. The part put forward communication strategy of exhibition communication. Emphases improves coping mechanisms, master and develop all kinds of modern means of communication, improve the quality of communicator, so that the exhibition communication can play a bigger effectiveness. |
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