Research On International Exhibition Marketing Issues Based On The Service Principle

Known as "the window to touch the world",particularly with the accelerated process of economic integration,the exhibition industry is facing a fast growing and development period,showing the international,large-scale,professional and intelligent trends and has become a new growth point and catalyst for modern urban economy development in both developed and developing countries.In recent years,more and more multinational exhibition companies have entered the Chinese market,which,with their strong capital strength and advanced marketing experience,has bring huge pressure and strong competition to local international exhibition companies.In this context,how to maintain competitive advantage by effective and efficient marketing strategy deployment has become the first priority for LH International Exhibition,a local exhibition company with certain influence in domestic market.Based on the above understanding,this essay,starting with service theory and marketing theory,selects LH International Exhibition Company as a case study for International Exhibition marketing issues by using method of combining theory and practice,as well as literature analysis,comparative analysis,qualitative and system theory.Firstly,the service theory suggests that international exhibition is an important component of international service trade and going further there is elaboration of service marketing theory and the concept of international exhibition marketing;secondly,the current marketing status and problems are being described with regard to aspects like products & services,pricing,staffing,performance evaluation and so on;thirdly,with the perspective of service theory and full-range marketing,the subject and topic of marketing for LH is being set and 7P marketing elements implementation is being analyzed in detail;lastly,suggestions on specific measures for better marketing strategy deployment is being given with regard to international marketing environment improvement as well as LH capability enhancement.