Research On Exhibition Strategy Of Nanchang Greenland International Expo Center

Nowadays,the development of exhibition industry in China has begun to take shape,with stable development at the head.Exhibition industry,a green and sunrise industry,is about to enter a new era of blowout development.Although the exhibition industry in Jiangxi Province started late,with the use of Nanchang Greenland International Expo Center,the exhibition economy has a bright future,and it is expected to overtake on the curve.First of all,Nanchang Greenland International Expo Center was established in November 2016.It locates in the core business district of Jiulong Lake in Nanchang.It is invested and constructed by Greenland Group and managed by Beichen Convention and Exhibition Center.It has been in operation for more than three years.In addition,Guobo center is adjacent to Chang Zhu Min aera.This paper hopes to take this advantage of location to expand exhibition business,and thus achieve considerable development.Secondly,given the current situation of exhibition development at home and abroad,this paper studies the exhibition business of Nanchang Greenland International Expo Center according to the theory of enterprise marketing.Secondly,under the premise of the current situation of exhibition development at home and abroad,this paper studies the exhibition business of Nanchang Greenland International Expo Center according to the theory of enterprise marketing.First,mainly from the internal environment of the National Expo Center,the venue marketing,marketing and operation,marketing personnel quality,government relations four levels of analysis,and then use PEST model to analyze the six aspects of external environment,and then establish SWOT strategic analysis matrix,clear the advantages and disadvantages,the opportunities and challenges,and design the final marketing mix.Thirdly,in order to ensure the realization of the marketing strategy,the government,industry associations and exhibition enterprises should work together to plan safeguard measures and formulate implementation measures,such as the improvement of modern enterprise management system,the renewal of business philosophy,the training and reserve of talents,the introduction of information management software and equipment,etc.Finally,I hope to take this opportunity to leave valuable "Nanchang experience"for other professional venues in Jiangxi Province,and to leave Jiangxi footprints on the way of exhibition economic development in Central China.