The Study On The Strategies For The Improvement Of Brand Competitiveness Of China International Optoelectronic Exposition

In recent years,the exhibition industry has driven the rapid development of the convention and exhibition economy.More and more cities are beginning to pay attention to the exhibition industry.Major cities have also begun to build exhibition halls and conference centers to drive the urban economy as well as to showcase the charm of the city through large-scale conferences and exhibitions.Under such circumstance,the exhibition industry enters into a period of vigorous development,but accompanied by many homogenous competitions.Some organizers even copy the name of other brand exhibitions.This phenomenon has attracted the attention of many exhibition organizers.More and more organizers begin to pay attention to their own exhibition brand,and start to focus on how to enhance the competitiveness of their exhibition brand.Guided by the theory of brand competitiveness,the paper combines the characteristics of the exhibition industry and the exhibition brand to explore the brand competitiveness of the exhibition through the cognitive perspective of consumers.It is believed that the competitiveness of the exhibition brand comes from the consumers'(referring to exhibitors and professional visitors)perception and recognition of the brand advantage of exhibition.The elevators of the exhibition brand competitiveness will eventually be the exhibitors and professional visitors.First,the paper summarizes the review of related literatures such as brand competitiveness,source of brand competitiveness,evaluation of brand competitiveness,and exhibition brand.At the same time,it discusses the source and formation of the exhibition brand competitiveness and proposes the evaluation model of the exhibition brand competitiveness.Then,introduces the development of the researched exhibition(CIOE)and its brand development history.By analyzing the survey data of the evaluation index of the brand competitiveness of CIOE and other optoelectronic exhibitions as well as the latest 3 years' survey data of CIOE exhibitors and professional visitors,it figures out the current status of its brand competitiveness.Finally,corresponding strategies for improving the brand competitiveness of the exhibition is proposed with the hope to provide certain suggestion to the future brand development of the exhibition.