Research On The Brand Of The Small And Medium-sized Cities Exhibition Development

Recent years, small and medium-sized city convention and exhibition industrydevelopment more and more normalized and show the brand of city economy, culture,social development huge impetus function is more and more obvious, so the branddevelopment is on the agenda. Although a lot of small and medium-sized city policiesand development planning in the development of brand exhibition, but relative toforeign famous convention and exhibition cities and our line of convention andexhibition cities such as Beijing, Shanghai, no matter in the brand exhibition scale,number and show effect, are in the primary stage of development. Given tha t will showthe brand of the development of the research mostly concentrated in large andmedium-sized cities, small and medium-sized cities is within the scope of the researchis very lack.In this paper, starting from the connotation, features of exhibi tion brand, theintegrated use of management by objectives theory, brand positioning theory, and thetheory of marketing, SWOT theory knowledge, from form to content analysis ofexhibition brand. According to the thinking of "small and medium-sized cityconference and exhibition brand development", analysis of small and medium-sizedcities current exhibition brand development present situation and problems, proposesthe solution strategy, and in the form of case study, this article proposed thedevelopment strategy of the actual operation.The research route of this paper is: first, combining the theory of brand andexhibition industry profession characteristic, current situation of research on domesticand international conference and exhibition brand, to s how the brand connotation anddefining the small and medium-sized cities; Second, convenience, based on literatureresearch, the implementation and the generalization of the research, law, on the paperselected10small and medium-sized city in the exhibition industry to a lot ofprofessional data collection and analysis in detail, discusses the fair number, thecurrent situation, present situation and problems of the host body; Again, through thecomparative analysis method, the domestic and international famous brand exhibitionof small and medium-sized city development experience for transplantation, target ofdeveloping small and medium-sized city conference and exhibition brand management,brand positioning, media strategy, government, industry associat ions, enterprises at thesame time many linkage of security strategy; Finally, with the examples of weihaiinternational man JuJie collected a large number of people JuJie data, using SWOTanalysis method, discusses the JuJie developing experience and the insufficiency, proposed JuJie relying on the advantage industry in weihai city, build regional brandexhibition solutions.