The Research On Vision Marketing Of Zoomlion's Machinery In International Exhibition

With the rapid development of the Chinese economy,Zoomlion,which is one of China's leaders in the heavy machinery industry can now boast even greater opportunities and challenges in its long term development.In order to stand firm in the international market and be the world top company in industry,Zoomlion needs to use marketing methods to achieve better product sales,enhance brand competitiveness.Exhibitions,as a marketing tool to open up more to the international market,enables Zoomlion to no longer rely on traditional marketing methods.By making good use of visual concepts in marketing,Zoomlion can achieve further promotional success in products and,and increase Enterprise reputation and product sales.The research of this paper is based on features of machinery product and international machinery exhibition platform.It mainly uses the visual merchandising concepts,theoretical analysis and case study,data comparison,charts sample and other methods.First,according to the theory of visual and machinery exhibition proposed visual merchandising theory.Secondly,to establish in the development status of Zoomlion,analyze the show attendance significance and present situation of exhibition marketing,and put forward the existing problems.Thirdly,combined with the features of Zoomlion,proposed vision research framework of machinery exhibition;finally,by analyzing the effect of zoomlion took part in Conexpo,put forward the significance of practical applications in visual merchandising.This article explores new views in visual Merchandising combining the theory of machinery exhibition with the practical applications research.It provides reference significance for construction machinery enterprises to promote brand image and influence by using visual merchandising.