Study On Marketing Strategy For Exhibition Business In WD

In recent years,with the gradual deepening of China's economic reform and the continuous expansion of opening up,the exhibition investment and trade.It's an important platform for investment and trade.It's an important part of the modern service industry,and an effective way to promote consumer demand and drive the development of other industries.Based on the foundation of the inbound and the outbound logistics customs clearance agency services for Xiamen convention and Exhibition Service and exhibits for many years,WD Company actively tried to expand new business and successfully held the first Expo in 2017,which has since achieved a successful cross-border transformation from logistics service provider to exhibition organizer.With the rapid development of the industry,how to give full play to its advantages and identify the market positioning in the fierce market competition to develop the best marketing strategy is a problem that enterprises have to think about.In order to better grasp the current development opportunities,it is necessary to choose the exhibition business marketing strategy for WD company.This paper makes an in-depth analysis of the internal and external environment faced by WD company with PEST analysis method and SWOT analysis method,clarifies the company's own advantages and disadvantages,as well as the opportunities and threats currently faced.It points out the company's current marketing status and existing problems.According to the analysis results of the external environment,the company faces more development opportunities than the constraints.Combined with the analysis of the internal environment,it is concluded that WD should choose a reversal strategy and make full use of the state's preferential policies for the exhibition industry to continuously grow and enhance the exhibition.The overall marketing level,but also to strengthen the brand building of the exhibition,enhance the brand's visibility and influence.On this basis,the market segmentation was further carried out,and the target market was selected for the company and the market positioning was determined.According to these analyses,the marketing strategy in line with WD company was formulated from seven aspects: product,price,channel,promotion,physical display,personnel and process.Finally,it puts forward to improve the internal management system,optimize talent guarantee measures of exhibition business,strengthen customer relationship management,attaching importance to brand building and strengthen marketing capacity building.