Research On The Building And Promotion Of Government-led Convention And Exhibition Brands In China

The exhibition industry is called a green "urban bread" because of its low input,high output,pollution-free and sustainable characteristics.At present,china's exhibition industry is in a period of vigorous development,but compared with the input-to-output ratio of up to 1:10 in developed countries,we are still relatively backward.In order for the convention and exhibition industry to develop healthily and sustainably,it is inevitable to standardize the steps of building the brand of china's cultural convention and exhibition industry and enhance its brand building capabilities.This article takes the government-led exhibition brand----gansu dunhuang cultural expo as the research object,uses brand equity,online interpersonal communication,opinion leaders and other theories to conduct an in-depth analysis of the status of dunhuang cultural expo brand building through field investigations and interviews.On this basis,put forward the strategy and suggestions of dunhuang cultural expo brand building.Through research,we found that with the development of the internet,the relationship between the exhibition organizer and the public has changed,and the channels for brand building and interactive channels have increased.For the exhibition organizer,it is an opportunity to expand the influence of the exhibition.However,on the other hand,the problems such as the single main body of the government-led exhibition brand construction,inadequate integration with the market,and lack of innovation awareness will not be solved,which will make the exhibition brand shaping into a vicious circle and eventually face the elimination of the market.Risk.To this end,we can build the exhibition brand from multiple subjects,strengthen the promotion of the exhibition brand from the perspective of integrated marketing communication and cross-border marketing,construct the brand with the relationship of internet + exhibition and the social construction of the exhibition brand relationship.The brand of dunhuang cultural fair will be shaped and upgraded.