Research On The Communication Of Chinajoy Game Exhibition

The exhibition industry is considered as the sunrise and smokeless industry. According to the data ofsome professional survey, the exhibition industry can bring the world about280billion dollars in profiteach year. What’s more, the economic benefits generated by the exhibition industry in itself with its relatedindustries driven by the proportion of1:9.Exhibition is one of the basic manifestations of the convention and exhibition. As an important part ofthe convention and exhibition industry, the game exhibition has been influenced by the fast developinggame industry and has achieved remarkable results. Comparing with the fast developing game industry,researches about the game exhibition are too limited, let alone of the perfect theoretical system. While it isnecessary to do some research on exhibition, for it is a communication activity with clear purpose. Thesubjects such as how to improve the proficiency and authority of the game exhibition in China and helpthem leave good impression to the exhibitors and visitors, how to make the game exhibition be anopportunity to promote the development and communication of the Chinese game industry, etc., areimportant issues to think about for both the academia and industry.Comparing with the world famous game exhibitions as E3and TGS, ChinaJoy is still a young one.Researches on the communication of ChinaJoy game exhibition can help stimulate the development of theresearches on the communication of game exhibition in China, as well as make the game exhibitions in ourcountry be more international and professional, the result of this subject also can help promote the wholelevel of exhibition industry.This thesis displayed the history of the exhibition in both China and abroad. Did some analysis onChinaJoy about its communication strategies, we can see ChinaJoy uses different kinds of communicationstrategies including use various media forms, take full use of event marketing, continuous innovation on theexhibition logo, use beautiful Showgirl to attract the visitors in the exhibition, provide quality services tothe exhibition, etc. On the point of effect study of ChinaJoy game exhibition, the author used the threelayers in the communication effect analysis including the environmental cognition effect, value formationand maintenance effect and social behavior demonstration effect. Besides, the thesis also provides the SWOT analysis on ChinaJoy game exhibition. From the analysis above, the author achieved the followingconclusion—although there are many advantages and opportunities in the communication of ChinaJoygame exhibition, there are also some shortcomings, for example, insufficient exhibition planning ability,poor supporting service, limited work after the exhibition, etc. To solve the above problems, this thesisoffers some suggestions including enhance the exhibition planning, pay more attention to the eventmarketing, do more after the exhibition, insist on content innovation, cultivate professionals, etc. ChinaJoygame exhibition will be better and better on its way to be more international and professional if it can makethe above changes.The game exhibition in China is still in its way of grouping forward, it has to confront challenges fromthe well-known game exhibitions abroad and it has some problems of its own, for example, lacking ofexperience in organizing exhibitions, what’s worse, the game industry has no clear positioning in China.But in the long run, ChinaJoy will certainly be among the most famous game exhibitions in the world if itcan make good use of the materials in China, insist on learning the experience of holding exhibitions inforeign countries, continuously improve service level and persisting in innovation.