The Study On Brand Construction Of Government-Led Exhibition In The Era Of Social Media

At present,exhibition economy in our country is still at a stage of rapid development.We can say that the scale,marketization,and professional construction and many other aspects of the exhibition can be described as dazzling.However,what we shouldn't ignore is with the number of exhibitions each year reaching several thousand,and government-led exhibitions still occupy a significant proportion of them,the relatively well-known government-led exhibitions are still relatively few.If the government-led exhibition wants to stand out in today's fierce market competition and achieve its sustained and healthy development,then it is of great significance to effectively construct the brand image of the government-led exhibition and make it a brand exhibition.Needless to say,the arrival of the era of social media has led to important changes in the brand's construction environment.For the organizers of the exhibition,opportunities and challenges can be described as coexistence.On the one hand,the increased number of brand communication channels has provided the organizers of the exhibition with a more diversified way to achieve timely and effective communication with exhibitors,viewers and other relevant public.On the other hand,the organizers of government-led exhibitions in the era of social media are still faced with problems such as the brand construction subject is still relatively monotonous,the brand identification lacks personalization and uniqueness,the brand positioning is not accurate enough,the brand activity is not enough,the brand establishment lacks cultural connotation,the brand promotion lacks creativity and integration,etc.In order to promote the brand construction of government-led exhibitions in the era of social media,to optimize the brand image of exhibitions and to increase the value of brand assets,it is necessary to make best use of the advantages and overcome the shortcomings.The research of this topic mainly uses the related theories of public relations,management and communication,adopts literature research and case analysis methods to conduct in-depth research on the issue of brand construction of government-led exhibitions in the era of social media.At the same time,the paper mainly uses the brand equity theory,positioning theory,and integrated marketing communication theory as the analytical framework.It is based on the background of the social media era and focuses on the brand construction of the government-led exhibition.On the basis of defining relevant concepts such as social media,government-led exhibitions,and brand exhibition,the public relations value of government-led exhibition brand construction in the era of social media was discussed from the perspective of public relations.Based on the depth analysis of the achievements and deficiencies in the brand development process and brand building process of China Yiwu International Commodities Fair which is a representative government-led exhibition,the thesis dialectically analyzed some active explorations and difficulties faced by the organizers of government-led exhibitions in the branding of exhibitions in the era of social media and the underlying causes of these difficulties.At last the paper from the strategic and tactical level and seven aspects including multi-subject construction,precise positioning,construction and establishment of brand identification system,integrating marketing communications,enriching exhibition brand activities,and socializing the brand relationship proposes the specific ideas for constructing exhibition brand.