Research On The Brand Pattern Shaped Of International Exhibitions In China

Exhibition industry has great economic benefits,the effects of aggregation and impetus effect,so it becomes the "beacon" that various countries and regions compete to chase.as a result of the rapid development and expansion of the exhibition industry,international market gradually become saturated.Since reform and opening up,the western developed countries began to target the emerging market,after China's accession to the WTO,the service trade barriers were banned,international exhibition companies start to carry out the plan in China,and success in creating many brand exhibition here,strongly impact on local exhibition brand in China.Under such circumstances,the domestic exhibition enterprises must pay attention to the importance of brand building,at the same time to expand in emerging markets,achieving the strategy of China's exhibition enterprise "going out".This article first analyzes the reason and process of foreign enterprises entered the Chinese market,internationalization of convention and exhibition enterprises is a inevitable trend,then through the analysis of branding pattern towards the foreign exhibition companies which entered China,we can find that foreign exhibition companies choose the way to set up offices or invest construction so that they can carry out market research and achieve market occupation in the early stage,fully prepared for the transplantation of foreign brand;After occupying part of the market in the China,the foreign exhibition companies usually through Merger and acquisition of China's convention and exhibition companies to enhance their own competitiveness,It will be better for them to take use of the local advantageous resources;adapting to the market demand in China more easy.foreign exhibition companies continuously launch new exhibitions in China.In addition,through the case analysis about Reed Company,we can have a further understanding of the process and elements of a successful merger about the foreign exhibition industry brand.Drawing some inspirations and countermeasures from the case for China's convention and exhibition enterprises to go out.China's convention and exhibition enterprises must improve the quality of the exhibition and awareness the importance of brand cultivation and international thinking,to combine the Internet technology and the convention and exhibition industry and take use of the chance to enhance the core competitiveness of Chin's convention and exhibition companies continuously.The innovation of this article lies in analyzing the reason of foreign enterprises which entered into the Chinese market,then to discover the inevitable trend of internationalization of exhibition industry,based on the classification of the brand mode of foreign exhibition companies in China,choosing the suitable model to promote the internationalization of China's convention and exhibition enterprise.This article select the case about Reed Company,deeply analyze the elements of a successful m&a mode,for China's convention and exhibition enterprise under the strategy of "One belt and one road",it has certain reference significance."One belt and one road" is an important opportunity for China's convention and exhibition enterprise to achieve internationalization and to improve their international competitiveness and influence,China's exhibition industry only by seizing the opportunity,combining with the rapid development of network technology,can they have the opportunity to win in the international exhibition market full of fierce competitions.