Research On Interaction Between Fair And Media

Recently years, the exhibition industry has been rapidly developing withirresistible force. During the "Eleventh Five-Year" period, the exhibition industry hasreach remarkable achievements, and made great contribute to the growth of thenational economy. With the2010Shanghai World Expo successfully held in China,the exhibition industry is entering a Great Exhibition Eve. Take a look at some ofthe successful shows, in addition to its own excellent quality, its self-containedintegrated marketing plan as well as the media publicity and momentum can makegreat contribution. And the coverage of these events can also be able to enhance itspopularity of the media itself. As the media and the Exhibition has got the interests ofinteroperability, the interactive can not only bring interests to the fair itself but alsogive the media bring good returns. Therefore, if media communication and interactiontheory can be innovated, and cause the great importance of the exhibition organizers,the development of China’s exhibition must will bound to enter a new platform. Basedon this consideration, the study is divided into the following sections:The first part is the introduction of this article. It generally explains why theauthor chose this research subject, the research purpose, methods and significance.Make a research overview of home and abroad on the interaction between the mediaand show, media selection and communication effect.The second part is the theoretical foundation. It lists the basic content ofexhibition, media and mass communication and communication effect. With thescarcity of research, the author can only discusses theoretical basis of the exhibitionand media publicity theory.Part III, the internal demand of of the exhibition and media. Respectively, theauthor discusses the intrinsic attributes, characteristics and the environment of both exhibition and media. The media, which is a powerful channel to reduce theinformation asymmetry, has spread functions of property. The media can get greatindustry participation and social concerns, but it also under heavy competitivepressures with the gradually spring up of new media. As to exhibition, with diversityshow category, exhibition organizers lack of enough experience, the need to attracthigh quality of exhibitors and visitors, improve attention and popularity requirements,these factors decide that the exhibition should cooperate with the mass media, build aharmony relationship with media. When a crisis event occurs, the organizer should doits crisis public relations implementation though media. All the above shows the basisand necessity of interactive between media and exhibition fair.Part VI, the interaction research on exhibition show and media. This part ofexplores the exhibition show and media how to communicate and how to interactive.With a successful communication case paved the way; the communication model ison its way. The author divided the communication model into three parts. One-wayinteraction--advertising; two-way interactive--news dissemination; multi-facetedinteractive contact with the public though the new media.Part V, take2012Fifth Qingdao Autumn International Auto Show for aninstance. The author went to the2012Fifth Qingdao Autumn International AutoShow site to make an investigation, collect the relevant research data. When comeback to the school, the author sort out the data and analyze them with SPSS,automatically divide the data into6parts with factor analysis method: public’sattention to the extent of the exhibition publicity, media communication awareness,awareness of the exhibition publicity, emotional reaction, public action the lure engineas well as the show’s publicity affect to the public behavior. Finally make somestrategic recommendations that the exhibition should be strengthened. The exhibitionorganizer should strength win-win situation awareness; make a further deepencooperation with media; create prominent advertising design to mobilize the public’semotional reaction; news reports should avoid simplification, need to improve thereported content to arouse public interest; get to know the media habits of the public,use the media properly due to each different media has get different characteristics; strengthen multimedia interactive marketing though proper use of interactive media.The last part of the closing, review the text of summed insufficient and future outlook.