Study On Composition And Cultivation Strategies Of Exhibition Product

As we all know, Exhibition industry is called the "City of Bread" and "Barometer of the Economy", and as a new industry developed rapidly. However, on the one hand, China compared with Europe and America who have a strong power in exhibition, we can only say that China is a big exhibition country, but it is not a powerful exhibition country; On the other hand, China has a number of exhibitions problems, such sa lack of brand exhibition, "small, scattered, chaotic," is a typical character in China. A source of the problem lies in exhibition companies can not provide high-value brand exhibition, which has been become a key factor to restricting China's exhibition industry rapid and healthy development. Thus, with the perspective of the exhibition product supply side (the organizers), and with the exhibition products to consumers (exhibitors and professional visitors) demand-oriented, to explore which value affects should have been in exhibition products, at the same while, how to cultivate high-value products exhibition, which have been the key to solve the current problems of exhibition industry in our country.Firstly, according to the current status of development of exhibition industry in China, comparing with the foreign Brand Shows, and combining domestic and foreign literature on MICE product research analysis, meanwile illustrating Marx's commodity exchange theory, the theory of customer perceived value and consumer decision-making behavior and the theory support for the research article, formed the initial formation of research ideas and basic assumptions of the article. Secondly, through the exhibition of products and stakeholders depth interviews, combined with expert advice and other methods, the value of customer demand-oriented, extract the relevant indicators Exhibition consumers perceive product value, also called key value points, and by using the customer direct benefits perceived value of the product exhibition and indirect benefits to explore the perceived value of the product value of the exhibition constituted. Through field research and online research questionnaire form of a combination of May 2014-December 2015 8 national exhibitions of 680 exhibitors and 600 visitors to the exhibition of products perceived value of the empirical research, combining SPSS 22.0 statistical software for data processing and analysis, and make a conclusion that what constitutes value of Exhibition product, then, with stakeholder exhibition and exhibition of products of the special nature of the product to make the value of constructed products exhibition implementation model, and verify our initial hypothesis. Finally, according to the value of a clear exhibition of products and implementation constitute the premise for the exhibition of products of the supply side (the organizers) how to cultivate high-value products exhibition presents seven exploratory strategy, hoping can make a help to product exhibition organizers in nurturing strategy of exhibition product.