Research On Marketing Strategy Of China (K City) Import Commodities Fair

From the perspective of the organizer of China Import Expo,K City(hereinafter referred to as "CIE"),this thesis,based on the comprehensive analysis of CIE and the current condition of the industry,aims to discuss the problems in CIE's marketing strategies and put forward the suggestions for improvement.While writing this thesis,the writer does a lot of work in collecting and summarizing data of foreign trade and the industry from the Ministry of Commerce,National Bureau of Statistics,China's Customs,etc.,as well as referring to the related Exhibition Research Report and other theses.Firstly,the writer analyzes CIE's external environment,including macro-environment,industry environment and competition environment.Macro-environment analysis is mainly about politics,economy,culture and technology environment.Industry environment is general introduction of convention and exhibition industry and its marketing,as well as the current condition and development trend of domestic and overseas convention and exhibition marketing.Competition environment talks about other domestic import fairs and expos,emerging imported commodity trade centers in bonded area and e-commerce oversea purchasing channels.Then the writer continues to analyze CIE's internal environment,both advantages and disadvantages.Its advantages are full support and resources from central and provincial government and K city,while disadvantages are its weak marketing capacity,improper funds allocation and government's excessive interference in certain parts.Then based on the above analysis and 7Ps marketing theory,the writer respectively points out the problems in CIE's marketing strategies from product,price,place,promotion,people,physical evidence and process management.In order to make more practical strategies,the writer re-does STP for CIE.And then the writer puts forward the solutions to the problems mentioned above.The solutions are as follows,Product:optimize product portfolio,improve product-addition value.Price:establish a flexible and diversified price policy.Place:widen the channels,develop agency channels,develop database marketing.Promotion:adjust cooperative media and advertisement period,implement exhibition selling and personal selling.People:improve employees' professional skills and individual qualification by training and arouse their work enthusiasm by establishing performance assessment and promotion,establish mutual communication mechanism with exhibitors and visitors.Physical Evidence:improve the design for materials,create CIE's own image,conduct on-site impression management.Process Management:create service specification,carry out full service and emergency treatment for exhibitors.Meanwhile,the writer suggests that new models could be implemented as well,such as event marketing and green(environmental protection)marketing.Through the research and analysis of CIE,this thesis puts forward practical suggestions for its marketing strategies and points out its development direction.