Communication Perspective Of China's Convention And Exhibition Brand Personality Shaping

Convention and exhibition industry is known as the greentwenty-first Century sunrise industry, the development of exhibitionindustry also can promote the development of other related industries,such as transport, catering, tourism, accommodation, communication,logistics, commerce, communication, so the Convention and exhibitionindustry is also used as a barometer of economic development. Chinasexhibition industry rapid development in a short period of time, andshortened the gap between convention and exhibition industry indeveloped countries. However, Chinas exhibition industry has theinternational influence of the exhibition brand is not much, theexhibition industry development still exist many problems to be solvedurgently.In todays highly competitive Chinese Convention and exhibitionindustry, only to rely on brand strength to create the recognition is notenough, should pay more attention to the exhibition brand personality,more conducive to accumulate more audience. So for Chinasexhibition industry development research, especially in the perspectiveof communication of exhibition brand personality research, can betterguide the development of exhibition industry of our country future.In this paper, in the perspective of communication of exhibitionbrand personality for exploring, first to the exhibition brand personalityfactors of communication--the exhibition organizers, exhibitors andvisitors, exhibition, exhibition media transmission products and services,exhibition brand communication contact management and exhibitiondissemination effect are analyzed in detail, and try to put forward theexhibition brand personality shape information dissemination model.Secondly, introduced on the exhibition brand personality of therelated concept and the exhibition brand personality connotation, then proposes the exhibition brand shaping process model, the key partof the article is a detailed analysis of exhibition brand shaping processof three elements: the exhibition brand cognitive, brand image andbrand identity, and to achieve undertook elaborating of exhibitionbrand personality.Finally in the Chinese Import and Export Commodities Fair and theCHINA PINGYAO International Photography Festival as a case,separately from the commercial exhibition brand shaping process andart exhibition brand personality media strategies from two aspects ofexhibition brand personality shaping process, at the same time to thetwo successful Chinese exhibition brand case for reference to guidemore other exhibition brand development and exhibition brandpersonality.