Study On Exhibition Engineering Company Differentiation Competition Strategy

Compared to the developed countries in the world, Chinese exhibition industry started relatively later, and it is still in the up growth stage. Meanwhile, the competition in the market environment has been changed by the world of the economic development in China and overall competition become more intense. This thesis takes CF Exhibition Engineering Co., Ltd located in Guangzhou China as an example. The exhibition engineering enterprises is facing the current external environment. It's getting to top priority problem that how to choose competition strategy in accordance with the conditions of resources, and proposed proper differentiated competitive strategy implementation and suggestions according to the core customer value.This thesis is divided into six chapters. Chapter#1 is the background introduction, and the mainly introduces on the research purpose and significance. Chapter#2 is to summarize the theory of competitive strategy and differentiation strategy theory and the theoretical basis for the formation of external environment. Chapter#3 is the enterprise and industry introduction, including the external macro environment, the enterprises are facing the opportunities and threats. Chapter#4 is to do analysis through the collection and comparison of company CF and data management of the main competitors. It summed up the company CF existing strengths and weaknesses, opportunities and threats, and the comparative analysis. Chapter#5, the author provides suggestions and advice from this chapter from the aspects of product, service, channel, brand and human competition etc. At last, it's the conclusion of the thesis, which provides reference for the adjustment of marketing strategy of the exhibition engineering enterprises.The author studies on the development and implementation of competitive strategies of China's exhibition engineering enterprises, and would like to provide a practical reference for the industry.