The Evaluation Index System And Strategy Construction Of Brand Exhibitions In Wuhan Area

With the development of China's social economy,the exhibition of the sunrise industry has progressed,and gradually has a pivotal position in the national economy.As the central part of China with developed economy,the development of exhibition brand will promote the related industrial economies,in this way,Wuhan economy would be largely prospered,at the same time," the economic lifeline" of the throne would be kept.Therefore,Wuhan exhibition brand is a question worthy of being discussed.As the city's tertiary industry,brand exhibition can not only drive the urban economy,but also enhance the image of the city.The international exhibitions are able to stimulate its related industries in ten times by getting one profit from the meetings.For example,the Beijing Olympic Games,Shanghai World Expo and Canton Fair as well as the China Fair stimulates the development of the local industries,such as transportation,accommodation,tourism,catering and shopping,what's more important,they offer employment opportunities and popularize the advanced concepts of environmental protection,producing good social benefits.Foreign scholars have been on the study of exhibition brand index system construction for a long time.In recent years,this research has been gradually carried out by domestic scholars.On the basis of summarizing the domestic a nd foreign scholars' research,this paper tries to summarize these evaluation fac tors,and establish the evaluation index system of exhibition brand in both qual itative and quantitative way.In order to ensure every evaluation factor objectiv e and validity,this paper chooses 300 copies of the questionnaire which had b een given out in the Hanyang International Expo Center and the Wuhan Intern ational Convention and Exhibition Center.All the respondents were experience in the merchants.And then quantitative analysis will be maded in the statistica l method.In the following,this paper tries to evaluate the satisfaction degree of Wuhan exhibition brand for the empirical object.On the basis of questionna ire survey,IPA analysis is used to classify the satisfaction degree of related fa ctors.In conclusion,the exhibition hardware facilities,exhibits transport service s are in high satisfaction,and exhibition software facilities,such as exhibition services,publicity and other aspects are regarded as the unsatisfactory.Based o n this,this paper will discuss the measures from the macro level,such as bran d personality,brand positioning,brand value,brand communication and brand maintenance.