Study On The Strategy Of Cross-media Communication Of Large-scale Exhibition

The exhibition is not only the medium for information dissemination and exchange,but also the force for promoting economy development of the host city, It is also animportant channel to improve the popularity and reputation of the host country orcity.With the rapid development of China’s exhibition economy, more and more cityexhibition became a new growth points of the city economic development. Garden Expois one of the most important types of large-scale exhibition，which has been successfullyheld7sessions. The principle of Garden Expo is ecological, cultural heritage,conservation, appropriate scale, encourage innovation, sustainable development.Communication strategy is an important part in the exhibition planning, theimplementation of an effective communication strategy is crucial to the exhibitionorganizers. In the era of media technology and media convergence, a single mediaobviously can not meet the demand of exhibition communication, cross-media hasbecome an inevitable choice.Taking the strategy of cross-media communication of large-scale exhibition as theresearch object，this thesis is divided into four parts has analyzed the meaning andimportance of exhibition cross-media communication research from the currentsituation of the exhibition research, the second part has summarize the cross-mediastrategy of large-scale exhibition from the communication theory and experiencecombined with the Shanghai World Expo, the Beijing Olympic Games cross media, andconstruct the basic content of cross-media strategy of large-scale exhibition and basicmode; the third part, taking Chongqing Garden Expo as a case study, has analyze theChongqing Garden Expo cross-media strategies implementation and effect.comparedwith Xi’an Horticultural Expo, analyze the media issues of the Chongqing Garden Expo,the forth part draws the conclusion and put forward policy suggestions, the ChongqingGarden Expo should be combined with the regional characteristics of Chongqingoutstanding Bayu culture, based on regional development to take cross-media strategy.