A Study On Exhibitors Loyalty Of Introduced Brand Exhibitions

The cultivation of brand exhibition which led the city Exhibition has become an important means of current urban development of exhibition economy. Relative to the economic, cultural, regional and other advantages of A Level City in the development of brand exhibition B Level City is facing many difficulties. Therefore the cooperation with existing brand exhibition has become a choice of majority of B Level City in the development of brand exhibition. What’s the cognition of exhibitors for the introduced Brand exhibition by B Level City in the cooperation process? How about their loyalty? What means of cooperation between B Level City and the owner of the brand exhibition by? How to meet the interests of both sides in cooperation? What influence of the partners to brand exhibition? This study aimed to analyze the profit allocation in the process of co-operation in cultivation of brand exhibition by B Level City and existing brand exhibition.This article made CGC EXPO (China(Weihai) Fishing Gear Manufacturing Centre Expo) as a case study to build exhibitor loyalty model and design questionnaire to measure the loyalty of exhibitors by reviewing the related concepts, such as brand, brand exhibition and as well as cooperation theory, and combining with the actual background of CGC EXPO. The survey results show that the exhibitors have a higher loyalty to the introduced brand exhibition and brand owners, and the lower the loyalty to the host. Then analyzed and explained the results of this investigation with the interviews and Competition and Cooperation Theory. It found that the nature of cooperation problem in the cooperation process of the B Level City and existing brand exhibition is the profit allocation. Finally this article made reasonable countermeasures to this problem with the Competition and Cooperation Theory.The thesis is divided into seven parts:Chapter1described the practical background and theoretical background of this study, and clearly the problem and purpose of this study to explain the theoretical significance and practical significance of this study. Chapter Ⅱ gave the literature review around the brand, brand exhibition and cooperation in order to find out valuable theoretical basis for this study. Then define the concept of brand exhibition, and distinguish the brand of exhibition and exhibition brand. Chapter Ⅲ of this article clearly research ideas and research methods to establish research framework for the full text. Chapter Ⅳ introduced the cultivation process and effect acting of the subjects of this study, CGC EXPO to pave the way for later study. Chapter Ⅴ measured the exhibitors’loyalty of CGC EXPO, Weihai and CHINA FISH through the survey questionnaires. And analysis the function of cooperation parties in this brand exhibition by the result of the survey. Chapter Ⅵ explained the real problem is the benefits distribution of partners based on the theory of competition and cooperation theory. Chapter Ⅶ summarized the conclusions of this study and the lack, then built the interests of the win-win cooperation mechanisms and interests of the protection mechanisms by cooperation theory to provide a solution reference.