A Research On Brand Marketing For Haiming Exhibition Group

Exhibition industry is an important component of modern service industry.Exhibition industry has very distinct characteristics, and which is closed related to economic. With the rapid development, the competition between the exhibition industry reached an unprecedented intense. In this context, if the exhibition companies want to break the siege and get great development, they must execute brand strategy.In this thesis, I take Haiming exhibition group brand marketing as research subjects.Haiming exhibition group is a professional exhibition service company, which is a leader in private exhibition companies. It is a representative. Based on the exhibition industry analysis, through the system of brand marketing theory, this thesis makes use of a series of scientific research methods on brand marketing for Haiming exhibition group to analyze and draw conclusions. Firstly, the background and the trends of exhibition industry are researched, the research purpose, significance, main content and research ideas are explained, and then the theory of brand marketing is discussed. Secondly, this thesis introduces the company profile and brief description and analysis of the company in the exhibition industry. This thesis analyses the current brand marketing strategy for Haiming exhibition group, and find out the problems. Again, this thesis proposes the plan of brand marketing for Haiming exhibition group, which makes use of SWOT analysis for marketing environment, and confirms target market and brand position. And then the thesis proposes the improvement for brand marketing implementation, including re-branding marketing concept, the establishment of specialized brand marketing team,enhancing the brand marketing capabilities and proposing implementation steps. Later,this thesis proposes brand innovation, researches on brand marketing in the Internet era,and provides practical examples of community marketing for Haiming Exhibition Group.Finally, the whole study is summarized and analyzed. This thesis has certain referencevalue and significance of brand marketing for Haiming group exhibition, which not only helps to enhance the brand influence, but also has positive reference to other exhibition companies.