| The exhibition industry is a newly developed service type. Because it can merge a large number of people, goods, information and capital in a short time, related business, such as accommodation, restaurant business, tourism, transportation, communication, will be largely promoted. Meanwhile, being a green industry which produces no pollution wins the attention and support of the government. Exhibition is an important format for enterprises to get rid of unsymmetrical information and is a fantastic platform for precise marketing of the enterprise. Being a great way to enrich people’s culture, it played an invaluable role to promotion, balance and adjustment of industrial structure technological progress and investment promotion of the host city.However, in its developing process, government is a "double-bladed sword". It can provide preferential policies but it can also lower the enthusiasm of the exhibition industry. Meanwhile, the exhibition industry level is uneven over the country and governments’management ability and policies environment differs between cities. Therefore, second-tier cities become highlight area for studying developing exhibition industry. The studying focus is applied all over the country.Essentially, the function of exhibition management of the city is a marketing activity. Government management is a format and its essence is service. Through providing services for the hosting and guests, more exhibitions will be fostered and the reputation of the hosting city will be promoted, which will result in attracting more customers and investment. Through the1990s when the exhibition industry just developed, China has become a rising star in the exhibition industry world in just two decades. The success hosting of Shanghai World Expo, the position of Jianmin Wu as the president of the International Exhibitions Bureau, Ministry of Commerce of China Department of Trade in Services and Commercial clarifying management functions of the exhibition industry and the exhibition of necessary departments prove that China is facing with another bloom in the development of exhibition industry.Based on the above information, the author adopts the method of comparative analysis. He focused on the analysis of the exhibition industry of the domestic second-tier cities, clear-cut the scope of the second-tier exhibition cities and clearly stated the function of urban management institutions. Based on those analyses, he made the conclusion of the situation of exhibitions industry. This article aims to analyze the developing status of the domestic exhibition industry, and select Jinan as a case analysis to further clarify the Jinan exhibition industry’s future development strategy.The author took the Second-tier exhibition cities, national exhibitions, regional brand exhibitions and city exhibition management as the theoretical basis for analysis and then turn to analysis the city of Jinan. The research idea is to analyze the current situation of the development of exhibition industry in Jinan based on infrastructure, exhibition situation, relevant policies and exhibition business four levels first. Then use SWOT analysis method to analyze the marketing of Jinan mobile exhibition and determined Jinan mobile exhibition market segments, target customers and market positioning simultaneously. The article further described the shortcomings and causes of development of exhibition industry and pointed out the future developing path. The article took Jinan as an example to investigate the regional brand exhibition project operation rules, the composition of funding, the National Touring Exhibition bid conditions and requirements, the main regulatory policies which are needed for the development of exhibition industry etc. The author used quantitative analysis to reposition the above factorsand proposed marketing strategy and management methods for second-tier city, hoping to inspire and improve city exhibition management. |
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