Study On Marketing Strategy Of Qingdao International Boat Show

With the economic and cultural communication in the world during21stcentury,there are more countries and companies take good advantage on the exhibitionresources to expand the new markets. Under such circumstances, the exhibitionindustry represents the combination of showing, trading and technical communicatingof different products, it supplies a new3rdindustry platform for every company inevery country to promote the brand, consult the technology, negotiate the trade andexplore the new market. In China, the exhibition industry is already a new economicincreasing point, it is an important choice to reform the economic structure, prevailthe consistent development and establish the creative style nation.Exhibition marketing means the exhibition organizer how to plan and execute theprocess of the exhibition project under the marketing theory guidance to satisfy theexhibitor’s benefits. This process includes the launching, pricing, exhibitor invitingand on site servicing etc.Qingdao International Boat Show began from2002, till now it is developing asan annual successful exhibition for marine and yacht industry in north China. Thenumber of exhibitors is151, the sales value is180million RMB in this year. It isalready the biggest aquatic-land combination boat show in China. This thesis willanalyze the marketing strategy of this boat show and give advices to improve thecompetence, also point out the development strategy of this exhibition in Chineseexhibition market.On6thJan,2011, Chinese national council authorize the blue economy zone inShandong province. It means Shandong Peninsular Blue Economy strategy isupgraded as a national strategy. Shandong province is also an important part ofoceanic industry spot in east China. As the economic hub in this region, Shandong andQingdao’s position strategy will also be helpful to develop marine industry and it isalso an impetus to make this exhibition better. Some advices in this thesis will behelpful for the exhibition organizer to reduce the exhibition operating cost, improvethe working efficiency and it is also a meaningful reference to the other governmentheld exhibitions in the near future.