Research On Brand Building Of Shanxi Brands All Over China

From nearly 10 years of development trend, the problem of industrial structure singleness is increasingly serious in Shanxi Province, the excessive prosperity of shanxi coal industry is a double-edged sword, The upside is to provide a lot of financial income and employment opportunities for Shanxi Province, the downside is to put too much resources into the coal industry in shanxi, the development of the tertiary industry is restrained, making shanxi economy cannot be sustainable development, to this issue,Shanxi Province must speed up developing new formats except coal industry. Shanxi Brands All Over China is the new and more advantage in the reforming process, it is great significance to reverse the inherent thinking, change the fixed mode, break through the established thinking. It is also meaning of sustainable development and rehabilitate image in Shanxi Province to study its exhibition brand development for Shanxi Brands All Over China.In this article, by researching the situation of Shanxi Brands All Over China,combining the theory of convention and exhibition, branding theory and exhibition brand building and other related theories, overview of exhibition brand shaping elements found exhibition is the main constituent elements and characteristics of physical expression of exhibition brand shaping, and the exhibition constituent elements and characteristic analysis, has constructed the structural equation model(SEM),assuming that exhibition elements and characteristics of conference and exhibition brand shaping positive correlation, and on this basis, in changchun in 2015 exhibition the exhibitors and visitors to the site based on questionnaires, using SPSS and Amos software to analyze data, not only the establishment of the conceptual model is verified,and it is concluded that exhibition brand shaping degree by factors of the influence of the size, the exhibition organizers, exhibitors and the relationship between the and is the largest impact on branding, exhibition site to product awareness degree has significant positive correlation effect and benefit, does not significantly affect brand loyalty,convention and exhibition held in time does not significantly affect brand recognition,the shanxi brand line exhibition brand shaping the primary goal is to increase brand awareness.Finally, based on the research conclusion, puts forward some countermeasures andSuggestions: Prominent brand content dissemination, venue to achieve full coverage of China’s large and medium-sized cities in mice results consolidate and Exhibition Center expansion, exhibition exhibitors campaign standard formulation and good relationship with customers to maintain, Shanxi Brands All Over China combination of activities and tourism and cultural promotion.