The Modular Design For Commercial Exhibition

Nowadays with the development of commodity economy, there are more and moreall kinds of commercial activities, therefore the commercial exhibition behaves muchmore colorfully in people’s daily life. Its function is not only for the purpose of sales insimple business activities, but also to deepen the brand concept through morecharacteristic visual language and expression techniques.This paper is mainly dealing with the modular design for exclusive store ofHeineken Beer–this nearly150years history, one of the world’s top beer brand.Through the earlier mass research work on beer industry, we have found bothopportunities and challenges existing for beer exclusive stores in Chinese market. To aword, we should re-interpretate the store form with standard, relative independence,generality as the theme, with modular design as the concept.In some developed countries, it has been more or less mature and perfect for beersales industry, and consumers’ awareness to the brands is quite widespread, we alsowitness the unique characteristics of a few beer exclusive shops after their establishment.In China, the industry does not pay attention to highlight the brand awareness, but tosale with mixed up brands, without highlighting each brand’s characteristics. Therefore,it becomes harder to pursue the culture and spirit for a certain brand. Also under thismixed and disorderly exhibition method, it can’t better reflect the brands’ own charmand brings great damage to the brand construction. The purpose of this research is toachieve the rapid replication and establishment, to realize the unity of modularizationand standardization for beer exclusive stores using the modular design concept,ensuring the brand own style, according to different regions and different consumptionlevels.Based on the in-depth research and analysis of Heineken Beer as well as the salescourse of alcoholic beverage industry, this paper has drew a conclusion over the marketand customer position of Heineken Beer in China, having a further study of the modulardesign concept for exclusive store.The necessity of modular design for Heineken Beer exclusive store is broughtabout after a systemic study in this paper. This design is decided on the basis of thecombination of the characteristic of Heineken and the mature concepts of developed countries. This pattern could meet the demand of brand beer in domestic market as wellas bring in the relatively mature management concept of developed countries, makingHeineken a leading brand in beer industry.