There are so many classifications that I'm too lazy to type, and there are no ready-made online materials to refer to. I suggest you look at the Introduction to Exhibition published by Shanghai People's Publishing House, which explains the breakdown of the exhibition in detail.

I hope the following information is useful to you:

1. The role of convention and exhibition industry and its present situation in China

Convention and exhibition industry is the general name of convention and exhibition industry. Nowadays, the convention and exhibition industry has formed an economic form-convention and exhibition economy, that is, supported by the convention and exhibition industry, it provides a platform for information exchange by holding various exhibitions, expositions and international conferences, promotes the achievement of trade, and promotes the development of transportation, catering, tourism, hotels, advertising, printing and other industries by using the side effects of the convention and exhibition industry.

By holding exhibitions, the city can improve the construction of supporting facilities, show the economic level, cultural characteristics and image of the city to all exhibitors and visitors, and enhance the influence and international status of the city. At the same time, the exhibition provides a good exchange and cooperation platform for Chinese and foreign traders with its unique directness and concentration, which is conducive to reaching trade and bringing huge economic benefits. The exhibition industry can also improve the level of employment. Statistics in Hong Kong show that the exhibition industry can create 65,438+000 jobs per 65,438+000 square meters of exhibition hall area. In the German city of Hanover, which is famous for its convention and exhibition industry, the number of employees in the convention and exhibition industry accounts for more than two thirds. The huge joint effect of convention and exhibition industry can not only promote the development of related industries, but also improve the comprehensive strength of convention and exhibition venues.

China's convention and exhibition industry started late, only a decade or two from the 1980s, but it developed rapidly, with an average annual growth rate of 20%. By 2002, the number of exhibitions had reached 2,400, and the number of exhibition halls had reached 150. In 2002, the national exhibition revenue exceeded 7 billion, and the related economic income reached 70 billion to10 billion yuan. However, there are serious shortcomings in China's convention and exhibition industry, such as small exhibition scale, serious repeated exhibitions, lack of clear themes and positioning, few influential convention and exhibition brands, disorderly management, poor service quality, low marketization level of convention and exhibition industry, lack of marketing concept, few powerful convention and exhibition companies and great potential of convention and exhibition industry.

From the perspective of regional distribution, the convention and exhibition industry in Beijing, Shanghai, Guangzhou, Dalian, Wuhan, Harbin, Chengdu and other cities has begun to take shape and has a good development trend. In the near future, the competition of convention and exhibition industry in the Yangtze River Delta with Shanghai as the leader and the Pearl River Delta with Guangzhou and Hong Kong as the leader will be particularly fierce. Shanghai's rising international economic status and the opportunity brought by the successful bid for the 20 10 Shanghai World Expo will give Shanghai's convention and exhibition industry a huge development space. With the signing of CEPA, Hong Kong's convention and exhibition industry will first realize the integrated development with Guangdong's convention and exhibition industry, and its mature operating experience, internationalization and software services will make the convention and exhibition industry in the Pearl River Delta slightly better in the short term. At the same time, the participation of international convention and exhibition industry will also add weight to the competition and balance of China convention and exhibition industry. But in any case, this is the only way for China's convention and exhibition industry to move towards marketization. For our exhibition companies, consulting companies, communication companies and advertising companies, it is both an opportunity and a challenge to realize the separation of government and enterprises as the owners of exhibition venues and exhibition organizers. Therefore, it is imperative to explore the marketing communication strategy of convention and exhibition industry.

Second, the exhibition industry marketing strategy analysis

First of all, there must be market research and positioning strategy. Market research is essential for holding a successful exhibition, but it is scarce in China. Compared with international famous exhibitions, many domestic exhibitions lack clear positioning, rush headlong into action, repeat exhibitions and have vague themes. In-depth market research is needed before determining the participating projects. On the one hand, exhibitors with exhibition needs, on the other hand, people who know about these exhibitions seek the combination of "buying and selling" and focus on the unsatisfied market with weak competitors. At the same time, market research should also understand the regional economic and geographical advantages, so as to fully serve the exhibition. On the basis of grasping the market information, determine the orientation of the exhibition, whether to take the comprehensive exhibition road or the professional exhibition road. Comprehensive exhibition refers to trade fairs, expositions or large-scale international conferences that combine various industries with domestic and foreign trade; Professional exhibition refers to a trade fair, exposition or large-scale conference based on a certain industry or industry. The former takes the Canton Fair as an example, with the slogan "You can find most of China's export commodities when you come to the Canton Fair", while the latter takes the Hi-Tech Fair and Ningbo China International Men's Wear Exhibition as examples. One is an exhibition of high-tech products, and the other is more clearly subdivided. However, the development from comprehensiveness to specialization has become the general trend of the international convention and exhibition industry. I wonder if the Canton Fair will be a response to this trend.

Secondly, we should focus on building exhibition brands. The exhibition industry in China lacks brand awareness, and the exhibition enterprises are mixed. The disorderly competition brings about the inefficiency and vicious circle of the whole industry. The industry lacks brand enterprises and brand exhibitions, and lacks leaders. Take Shanghai as an example. There are more than 300 international exhibitions in Shanghai this year. In just over two months' summer vacation, there are three children's comic exhibitions. The exhibition period is near, the theme is repeated, the scale of each exhibition can not go up, and the benefits are also discounted. Exhibitors are at a loss in the face of numerous solicitation letters and don't know who to trust. In foreign countries, after years of market competition, the survival of the fittest has been achieved, and many brand exhibitions have been created, such as Hannover Messe, Cologne International Exposition and Frankfurt International Exposition. Many excellent brand exhibition companies have their own exclusive fields, such as Charlotte Exhibition Company in the United States, which specializes in exhibitions of women, household items and lawn and farm items; Weathersfield Exhibition Company is mainly engaged in the exhibition of flowers, gifts and outdoor sporting goods. China must learn from the brand building methods of internationally renowned exhibition companies and take the road of specialization, internationalization and scale.

The third is to pay attention to service marketing. Service is the life and foundation of convention and exhibition industry. Without first-class service, there can be no first-class exhibition. Therefore, a good sense of service must run through the whole process from project establishment, invitation, exhibition to the end of the exhibition. Specifically, it is necessary to release information before the exhibition to help exhibitors do a good job in the layout of exhibition booths and advertising of exhibition enterprises; Various consulting services are set up in the exhibition hall, and some exhibitors encounter financial, legal and accounting problems, which affect the exhibition effect; Hold various trade fairs and seminars, exchange information, create business opportunities, and even set up transnational designated procurement areas similar to the Canton Fair; Set up a green channel for customs and commodity inspection to provide convenience for exhibitors; Provide transportation, insurance, translation and other services. The most important but often overlooked point is the follow-up service after the exhibition. This requires us to establish a database of exhibitors and visitors, keep in touch after the meeting, understand their opinions and suggestions, and facilitate future improvement. It is difficult for some domestic exhibition operators to do this now, but it is very important for companies with brand awareness and long-term development planning.

Fourth, we should formulate network marketing strategies. E-commerce is in the ascendant and online exhibitions have been adopted by many exhibitions. The exhibition itself is centralized and substantial, but it also determines its time and space limitations, that is, it is held at a certain time and place. However, the development of online exhibitions can break through these restrictions. In addition to being a favorable supplement to the main venue during the exhibition, it can also provide an all-weather, cross-regional and transnational exhibition environment, providing rich, open and holographic information exchange places for traders from all over the world. In the online exhibition, as long as you enter the product information you want, there will be a lot of relevant supplier information for you. Of course, this also requires exhibition operators to constantly update their concepts and technologies to ensure the timeliness of online exhibitions. Take the Canton Fair in China as an example. In the spring of 2003, the 93rd Canton Fair stepped up the construction of e-commerce. Canton Fair website, online Canton Fair and online electromechanical Canton Fair all undertake the mission of serving and promoting the Canton Fair transaction, and become an important supplement to the on-site transaction, which is known as the "never-ending Canton Fair".

Finally, exhibition marketing should pay attention to the joint development with tourism resources. Exhibition is closely related to tourism, and exhibition participants have always been an important source of tourism. Take Singapore as an example. Singapore is a famous exhibition center in Asia. Business visitors attending exhibitions and conferences in Singapore stay for an average of four days, while ordinary leisure visitors are more, with an average of S $65,438+0,200. The tourism revenue brought by business and exhibition to Singapore's tourism industry accounts for 20% of the total tourism revenue. In Australia, during the special exhibition, the average person (people from non-exhibition cities) spent about 700 Australian dollars in the exhibition city, and 89% of the audience made corresponding travel arrangements for the special exhibition, while in the public exhibition, each person spent about 346 Australian dollars in the exhibition city, and 80% of the audience made corresponding travel arrangements for the special exhibition. At the same time, the development of tourism resources in the exhibition area also plays an important role in the success of the exhibition. When talking with the delegation of Shanghai Tourism Expo about the reasons for the deficit of Hanover Expo, Mr. Walter krom Becky, director of the tourism and ticket office of Hanover Expo, said: "From the beginning, Hanover Expo only focused on organizing exhibitions, without considering how to combine with tourism, how to attract tourists, how to promote sales and attract tourists in an important position, and how to combine surrounding scenic spots with large-scale advertisements to show them to the world." How to realize the combination of exhibition and tourism resources and how to use tourism resources to promote the success of exhibition is a problem worthy of consideration and practice.

Third, the exhibition industry communication strategy analysis

In the development of the exhibition industry, information dissemination and advertising are essential, so as to realize the functions of the exhibition industry, improve the visibility of the exhibition and expand its influence. World-famous trade exhibition companies, such as Miller Freeman and Reed Group, all operate world-famous commercial publishing houses. They have hundreds of professional journals and magazines in exhibitions and fast-growing commercial websites, and their own propaganda means give them strong competitive advantages and conditions. Of course, foreign convention and exhibition industry has a long history. Take Germany as an example. For more than 50 years,/kloc-0, their industry structure has been quite optimized, and their industry operation experience is quite mature, which was not formed overnight. Therefore, we can use our own conditions and learn from foreign experience to explore effective marketing communication strategies for convention and exhibition industry.

First of all, give full play to the propaganda functions of solicitation letters, periodicals and exhibition websites, which are the propaganda tools of the exhibition industry itself. The information in the solicitation letter should be clear and highlight the characteristics of the exhibition as much as possible. In addition to sending it directly to manufacturers, merchants or related personnel through letters, it can also be published on the internet, magazines, newspapers and other media. In the process of issuing invitations, we should pay attention to the important position of trade associations and relevant government departments, such as the Council for the Promotion of International Trade, as the leading units of group exhibitions. The journal is mainly a list of exhibitors and investors in the exhibition and an introduction to their products. Of course, there will be introductions from suppliers who have not participated in the exhibition, and special pages will be set up to advertise for businesses. Generally, it will be distributed to exhibitors or visitors free of charge before and after the exhibition to facilitate future contact. Therefore, periodicals play a great role in reflecting the strength of the exhibition and need attention. Nowadays, the electronic CD-ROM magazine is a more convenient and advanced way to carry information. The exhibition website is the most important propaganda tool for the outside world to understand the exhibition. Its main characteristics are large amount of information, wide spread and fast update. All information about the exhibition can be found on the exhibition website. Therefore, attaching importance to the construction of exhibition websites and enhancing their attraction and authority are of great benefit to the development of exhibition industry. On the one hand, the exhibition should improve its website publicity, on the other hand, it can increase publicity or adopt friendly links on related websites.

Secondly, be good at using news effect. The convention and exhibition industry serves the exchange of information and the conclusion of transactions, and has a strong social function. In addition, its directness and concentration, as well as the universality of exhibitors, are easy to produce "events", so it can attract many news media to report on it. There are many news reports in newspapers, radio stations and TV stations that we contact every day, such as Canton Fair, Hi-Tech Fair, Kunming World Expo, Ningbo International Fashion Expo, Yiwu Small Commodities Fair and so on. And some industry exhibitions such as auto shows and real estate exhibitions, newspapers will follow up or comment. If our convention and exhibition industry can improve its own level, pay attention to news effect and release news in time, it will undoubtedly be an excellent advertisement for the convention and exhibition industry free of charge.

Third, use the exhibition activity planning to improve the communication effect. Planning distinctive exhibition activities can achieve greater publicity effect at lower cost, thus improving the efficiency and popularity of the exhibition. These activities should be related to the specific theme of the exhibition project, and can also be combined with the cultural customs, fashion etiquette and lifestyle consumption patterns of the exhibition participants. Bruce Goldwitz, group president of Reed Exhibition Company, introduced its successful sports exhibition and auto show, saying that they joined a technical competition for high school students when they held the auto show, allowing professionals to set up some minor faults in the car, and then let the students compete who can find the problem first, and the winner was rewarded with a trip and the opportunity to participate in the national competition; When holding a sports exhibition, use a real deer on the spot, and then explain to the audience how to prepare and store meat correctly. Charlotte Exhibition Company, located in the southern United States, introduced its women's products exhibition held in Jacksonville, and cooperated with local TV stations to plan an activity to donate clothes for the homeless. Anyone who goes to the exhibition to buy a suit for donation can enter the exhibition for free. Before, during and after the exhibition, TV stations reported a lot about it. These advertisements can't be bought with money, and these activities are of great significance to enhance the vitality and influence of the exhibition.

Fourth, media advertising. Media advertising is also applicable to the exhibition industry, so exhibition operators should make full use of radio, television, newspapers, periodicals and outdoor media for advertising. The author looked up the China Tourism News, Yangcheng Evening News and Xinmin Evening News from 20031October 22nd to 20031October 22nd, and found that each of the three newspapers had more than 1 1 exhibition advertisements (excluding the repeated publication of the same exhibition). The exhibitions published in the other two newspapers cover exhibitions, expositions, summit forums and international conferences in various industries, such as metal industry, ceramics industry, service industry, tourism industry, education industry, architectural decoration industry, electronic products industry, media industry, agriculture, beauty cosmetics industry, art, animal and plant ecology and so on. It can be said that the advertising of convention and exhibition industry in China has begun to take shape, but there are still some shortcomings. On the one hand, the advertising content is simple and formal, and the words are the same. On the other hand, the media selection is single, mainly newspapers and professional magazines, and the utilization rate of other media such as radio, television and outdoor is not high, which may be related to the industry characteristics of the exhibition industry, because its advertisements must fully inform the audience of the exhibition information, and the information must be true, instead of exaggerating only for a certain feature of the product like other product advertisements, but is this also related to our mindset and innovation ability? In fact, the development of this piece is also a delicious "cake" for our advertising company.

Finally, the advertisement of convention and exhibition industry should also pay attention to the integration with tourism promotion. The connection between exhibition and tourism has been introduced before. In the specific implementation of advertising, I think there are two ways to go. The first is to really combine the exhibition and tourism projects in a certain area at the same time, and publicity also pays attention to the combination of the two, so that the two resources attract each other, and the result is that the whole is greater than the sum of the parts. Secondly, it is carried out separately. However, exhibition publicity introduces the richness and attraction of local tourism resources, and tourism project publicity also pays attention to creating an atmosphere suitable for holding exhibitions in this area, which can also complement each other. Of course, all these need the cooperation of exhibition and tourism units or departments. According to the report of China Tourism News on June 5438+065438+1October 2 1 day, Singapore Tourism Board recently announced that it will invest S $150,000 (about RMB 7150,000) to promote business and exhibition tourism. From this, it allocated 2 million yuan to advertise in major exhibition source markets such as the United States, Germany, Britain, China, India, Malaysia, Indonesia, Thailand and Australia, so as to consolidate Singapore's position as "Asia's most suitable exhibition city" and enhance Singapore's tourism income through exhibition business tourism. Hong Kong also plans to launch a global advertising campaign of "Enjoy here, Love here" to show the world the multi-faceted and diversified tourism cultural characteristics of Hong Kong, which is of great significance for consolidating and enhancing Hong Kong's image and promoting the development of its tourism and convention and exhibition industry.