Group A—The Research Of Exhibition Companies’ Development Strategy

Exhibition industry always plays an important role in the economic development, at the begining, it was just a traditional commodity trading platform. But now it mainly used to promote the circulation of commodities, technology exchange, information communication and company image display. As exhibition has great industry association, which can help lead the improvement of related industries’ social economic benefits and promote the adjustment of the regional industrial structure to achieve the industrial upgrading. Compare to the western countries, China’s exhibition industry started late, but it develops rapidly, there’s a great development in venue construction, the number and area of exhibitions in the past years, and China has become a major exhibition economic country all around the world.In this article, the author described the history and successful development path of Group A, and obtained the key issues faced both currently and in the future from the whole system level. The author also analyzed the exhibition operations, intending to break through the development bottleneck and establish the appropriate strategies, and exploring the possible implementation measures. Combined with the research needs, the author studied the theories of company development strategy and the industry chain theory, which laid the theoretical foundation for later analysis. Then used the strategic analysis tools like PEST model and Porter’s five forces competitive model to analyze the external and industial environment. Also the author analyzed the Group’s internal environment from five aspects, including the internal management, marketing management, financial capacity, service level and interet technology. Based on above, the author found under the background of the State’s encourages to develop the exhibition industry, although facing numerous threats and challenges, Group A still can get out of the bottleneck by adjusting their own resources. According to SWOT matrix analysis and learning from the foreign experience, the article established Group’s future development objectives, proposed vertical integration strategy and formulated the specific measures to achieve the Group’s development strategy, including exhibition mergers, using “Internet +” to integrate group’s information resource and optimizing the exhibition’s service system to strengthen the professional degree of the downstream industry chain in Group A.