AMC Oversea Market Development Study

As the development of Chinese economy and international trade business, the industry ofChinese business grew up very fast. After the Olympic Games and the World Expo experience,the exhibition in China has upgraded to the high level. According more and more internationaltrade exhibition business, more and more oversea exhibitors joined the China marketing. Butdue to the China exhibition industry aboard late, comparing with the Europe exhibitionindustry, the technology developing such as quality control and budget control still have a lotproblem. Since the oversea exhibitor has very mature background of exhibition, so for theChinese exhibition industry they always forward to the same requirements, if the Chinacompany could reach the standard of the international exhibition industry, if will be a greatopportunity to the company for promotion the performance, and it could be also help thecompany become more and more professional and get the high profits.ARCON MARKETING COMMUNICATION (AMC) since1991was established inHongkong, and entered the China market for more than20years. This20years is also theChina exhibition industry started and grew up period. With the rapid development of Chineseeconomy and globalization, there was a lot China company participated the oversea exhibitionfor global markets, and there was a lot foreign exhibitor joined the China exhibition and event,too. This is not only a rise of emerging market opportunities, but also to enhance the scope ofbusiness and market share opportunity. How to occupy the Chinese market and vigorouslydevelop the overseas business will help AMC reach the new level of the companydevelopment.This article elaborated the marketing and strategic management theory, as the basictheory of the development of the oversea exhibition industry. As the exhibition industry is arelatively new types of services industry in the China, and each project is unique, with a lotkindly of professional books and less market data of various types, this essay study methodwere according research and analysis of AMC project to discuss how to enterprise globalmarket, how to provide more high quality, improve the service with added value and marketexpanding plan to ensure the steady development of enterprises. And according the analysisand research information, worked out the proposal of the company oversea marketingdevelopment. With the complete plan of how to service the oversea client in Chinainternational exhibition. In order to realize the topic research purpose, the essay have collected and analysis theChina and oversea situation of the exhibition industry development, at the same timediscussed the company marketing development strategic, according AMC characteristics andmarketing goal worked out the final proposal of the oversea marketing development strategy.From the view of the separate company, it could help company increased business marketshare to enhance the enterprise’s competition and profitability, from the view of wholeindustry, it was discussed the exhibition company how to create global development strategyand how to improve the global competition ability, to build a healthy and orderly developmentof industry environment, and create the brand of enterprise culture and spirit. This is theobjective of all above study.