The Perspective Of Position Theory Brand Strategy Research For The SPOE

Due to its strong industrial linkage,economic radiation and urban marketing functions,the exhibition industry,as an important part of the modern service industry,has become an significant platform for building a modern market and an open economic system,and its role in China's economic and social development has become increasingly prominent.As the first special economic zone established by China's economic reform and opening up,Shenzhen is the window of China's opening up.It has developed into an influence international city and has created the "Shenzhen speed" that attracts worldwide attention.After 25 years of development,Shenzhen Convention and Exhibition Industry has achieved stage results in environmental construction and system construction,and has cultivated a large number of brand exhibitions with important influence at home and abroad,such as the CHINA HI-TECH FAIR,SHENZHEN International Cultural Industry Fair,and CHINA international optoelectronic EXPO,and IGIE,etc.Shenzhen Convention and Exhibition Industry has formed a convention and exhibition group army with various industries,and Shenzhen has become one of the most influential exhibition center cities in China.According to the forecast of the National Development and Reform Commission,at the end of 2018,the added value of the sports industry will account for more than 1%of GDP,and sports consumption will be nearly 1 trillion.In recent years,the sports industry in Shenzhen has risen rapidly and maintained a sustained growth trend.The development trend of the sports industry from point to line and from the line and the surface has become more prominent.With the release of the "Outline development plan for the Guangdong-Hongkong-Macao Greater Bay Area",it is proposed to jointly promote the development of sports and sports industry in Dawan District and establish a sound sports industry system.With the overlapping advantages of national strategy and sunrise industry,Shenzhen Sports industry has ushered in a new development opportunity.In this context,Shenzhen International Sports Expo is also facing new opportunities and challenges,but because its development period is relatively short,the foundation is relatively weak,and it has not yet achieved effective results in the competition of international sports brand exhibitions.The reason is the lack of clearpositioning of the brand exhibition,the lack of scientific and effective exhibition positioning strategy,shaping,management.Based on the brand positioning theory,combined with the relevant theoretical foundations of brand equity and management,my paper synthesizes the internal interviews and external questionnaires of to find out the brand positioning problems faced of SPOE,and analyze the root causes of the problems.Theoretical knowledge proposes relevant countermeasures and suggestions for its development.Strive to be able to develop the convention and exhibition economy in Guangdong-Hong KongMacao Greater Bay Area,locate and shape the SPOE's brand,improve the popularity of Shenzhen sports and the vitality image of it,and thus promote the overall progress of Shenzhen,but also for other domestic the regional sports fair provides some suggestions and references.