| With China’s economy has entered a "new normal", the exhibition industry for its pollution, high efficiency, related service industries and many other advantages ability to pull more and more people’s attention. Exhibition can in the limited time and space to provide for an exchange of information supply and demand sides, products, trading platform reached, so despite a late start, but in a short time has been rapid development in China. At present, the number of Chinese show numerous, but the quality varies greatly. Part of the exhibition has successfully established its own brand, but there are still many exhibition exhibition of poor quality, small-scale, low-impact strength, a very short life-cycle phenomenon. One important reason for this situation is the brand of the exhibition industry in terms of the process is still relatively slow. Brand is an important part of a core competitiveness of enterprises is the economic value of intangible assets, it can help people distinguish companies offer a variety of products and services, and make the final decision. Show brand success is directly related to the show’s status in the competition.China (Shandong) International Automobile Exhibition, as a representative of the commercial vehicle category of the exhibition, its development by the combined effect of the automotive industry and exhibition industry in these two industries, increasing the number of the same type in the show, increasing competition, and industry growth rate discharge Under the slow background, how can we change the current development of the passive situation, realize the show branding process is the main issue of this paper.Through literature analysis, observation and induction methods from the concept of the brand and brand strategy, starting on the connotation of the brand to make the exhibition defines PEST analysis and in-depth analysis by the impact of the exhibition industry, the brand strategy will political and legal, economic, social, cultural, technological four macro-environmental factors; and the status of the exhibition industry in China and the current Jinan are described and analyzed. Followed by China (Shandong) International Automobile Exhibition of actual cases, through field research, interviews to obtain relevant information, the use of SWOT analysis in depth analysis of the current show’s strengths, weaknesses, opportunities and threats, such as micro-environment, come to the show should be based in Jinan City of powerful commercial vehicle industry background, yellow and blue grasp strategy is established, the Beijing-Shanghai high-speed railway opened to traffic and the new exhibition hall to be built west of Jinan and other important opportunities for development, brand positioning commercial exhibition showing the whole industry chain trading platform. According to the analysis and conclusions, combined with the brand strategy theory, put forward China (Shandong) International Automobile Exhibition in the future course of development, should be strengthened by the exhibition of internal brand building, improve the quality of the show’s own brand, develop customer loyalty exhibition training program, a variety of channels to enhance event marketing and seek professional certification of these five ways, from the inside of the implementation of the exhibition of brand strategy, to finalize the development of countermeasures exhibition brand building.This paper aims to study China (Shandong) International Automobile Exposition brand strategy analysis, recommendations and references for the show as well as all Chinese commercial vehicle class exhibition future brand building strategy. Lack of regulatory deficiencies and related industries exhibition on the city of hardware facilities set forth in the text, although rather difficult to change through the efforts of a show, but I hope through relevant research on hardware construction fair city, policymakers for reference. |
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