Thoughts on strategic management of exhibition brand based on brand exhibition evaluation standard

On the basis of further confirming and clarifying the concept and essence of business exhibition brand, this paper puts forward eight evaluation criteria of brand exhibition in China, and on this basis, gives some suggestions on brand strategic management of exhibition operators.

[Keywords:] exhibition brand standard strategy

China's convention and exhibition industry is developing rapidly, and business exhibitions are constantly launched in various places. From a macro point of view, it provides a very effective platform for improving the manufacturing level of China, creating a beautiful business card of the city, strengthening the international exchange of business people in China and expanding the international space; However, due to the uneven level of exhibition operators, some of them failed to achieve good economic and social benefits. There are two main reasons for this. First, some exhibition operators are keen on pursuing short-term economic interests and do not pay attention to the long-term cultivation of exhibition brands, which leads to unsustainable exhibition development; Second, although some exhibition operators have the awareness of cultivating exhibition brands, the development of exhibitions is not satisfactory because they have not deeply understood the connotation of exhibition brands and grasped the key points of brand management. In the former case, it can be regulated through the management of convention and exhibition industry; In the latter case, exhibition operators must learn the theory of exhibition brand management and master the key points of exhibition brand strategic management in order to make the exhibition embark on the track of sustainable development. This paper focuses on the latter situation, by confirming and clarifying the brand concept and brand essence of business exhibitions, puts forward the evaluation standard of brand exhibitions in China, and on this basis, puts forward some suggestions on brand strategic management of exhibition operators.

First, the concept and essence of exhibition brand

In the study of commodity economy, people's understanding and expression of product brands are dazzling. On the basis of learning other people's viewpoints, the author understands that product brand is the sum of all intangible assets of the product, and this "sum" can be presented in visible forms, such as specific "symbols", such as name, pattern, color and font. , or a combination of them. It is often presented in more abstract forms, such as good associations and people's preferences. These "symbols", associations, preferences, etc. Make the product brand have the function of distinguishing other things and proving quality. Generally speaking, brand products refer to those products with distinctive personality, excellent quality and good feelings for consumers. The intangible assets contained in brand products often have high value. The essence of product brand is product differentiation, which is formed by the overlap of product image and connotation, which can cause consumer differentiation and make products have more significant competitive advantages in the market.

The main products of convention and exhibition industry are convention and exhibition projects (the convention and exhibition discussed in this paper refers to trade exhibitions or expositions), such as China Import and Export Fair and China-ASEAN Expo, which belong to service products. Exhibition brand refers to the sum of intangible assets of exhibition projects, which can be materialized through the name, logo and mascot of the exhibition, and felt abstractly through good association and closeness. Brand exhibitions refer to those exhibitions with distinctive image, high service quality, high visibility and reputation. The essence of exhibition brand is the differentiation of exhibition projects, based on meeting the needs of exhibitors, with clear positioning, vivid image and fruitful results.

For an exhibition, brand creation from growth to maturity is a long-term brand strategic management process, which embodies a lot of hard work, wisdom and innovation of the exhibition organizers. To build a brand exhibition, we need a clear brand strategy and corresponding implementation strategies, including brand positioning, brand image establishment, brand management and brand culture formation. Before studying the brand strategic management of exhibitions, it is necessary to make a concrete description of brand exhibitions on the basis of the above theories, that is, what standards should an exhibition meet before it can be called brand exhibitions, so as to make brand strategic management have a clear direction.

Second, the evaluation criteria of brand exhibitions

What criteria are used to evaluate whether an exhibition is a brand exhibition? So far, there is no unified standard at home and abroad. Based on the viewpoint of the industry and the reality of our country, the author thinks that an exhibition that meets the following eight conditions can be called a brand exhibition in our country.

First, good exhibition venues and venues. Whether the environmental beautification, transportation, hotel services, consumption and entertainment of the exhibition host city are good, and whether the exhibition hall can provide comfortable exhibition space and high-quality facilities and services are important factors to attract businessmen to participate in the exhibition.

Second, the firm support of industry associations and industry representative enterprises. The firm support of industry associations and industry representative enterprises is an important condition to ensure the publicity effect and influence of the exhibition; The participation of trade associations and the participation of industry representative enterprises undoubtedly improved the level of the exhibition.

The third is to form scale effect. Brand exhibitions must be large-scale exhibitions of the same type or industry. During the exhibition, many powerful sellers, buyers and intermediaries in the whole industry gathered together. An exhibition with scale effect means that a large number of product suppliers and buyers participate in the exhibition, the unit cost of exhibitors is reduced, and the input-output ratio of other parties is increased.

The fourth is to represent the development direction of the industry or show the highest achievements of the industry. This reflects the professionalism and foresight of the exhibition. Such an exhibition must have a clear target market and target customers, and can provide all information covering almost the entire professional market. Because the information provided is comprehensive and professional, it will inevitably attract many merchants and visitors to participate in the exhibition.

Fifth, first-class exhibition services. Exhibition services run through the whole operation process of group exhibitors, including market research, theme setting, seeking cooperation, advertising, exhibition means, audience organization, activity arrangement, on-site atmosphere creation, post-exhibition services, and even the formatting and standardization of all external documents and letters. These must have high professional standards and rigorous attitude of employees, and the service process is efficient and meticulous.

Sixth, continuity and flexibility under the guidance of strategic planning. Only a scientific and reasonable exhibition development strategy can make the exhibition resources be well allocated and make the exhibition go from pursuing short-term benefits to pursuing long-term benefits. The continuity of the exhibition requires that the time, frequency, place and main activities of the exhibition are basically the same in a certain period of time; Flexibility needs constant reform and innovation according to the development trend of convention and exhibition industry at home and abroad and the requirements of exhibitors. The continuation of the exhibition life cycle is the unity of continuity and flexibility, and the practice of unchanging or ignoring market changes will make it difficult to continue the exhibition.

Seventh, the strong cooperation of the media. The strong cooperation of influential media is an important guarantee for the influence of the exhibition. If an exhibition is to be successfully held and developed into a brand exhibition, it is very important for the media to fully publicize and report. The formation of exhibition brand needs a lot of positive reports from the media; The authority and credibility of the media also help to enhance the visibility and reputation of the exhibition. Conversely, brand exhibitions will also attract the attention of many media to a certain extent.

Eight is to get strong support from the government. Under the current system in China, exhibitions that can be supported by the government often get good comprehensive benefits, including economic benefits and social benefits. With the support and help of the government, exhibition operators can integrate more resources, thus providing more benefits and convenience for exhibitors. The quality of exhibitions is often high, and the brand influence of exhibitions is easier to expand.

Thirdly, based on the evaluation criteria of brand exhibition, this paper puts forward the strategic management ideas of exhibition brand.

The above-mentioned brand exhibition evaluation criteria provide beneficial enlightenment for the brand strategic management of exhibition organizers.

1. Establish brand concept and formulate brand strategy.

To cultivate brand exhibitions, first of all, exhibition operators should establish a firm brand concept and realize that only by taking the road of brand development can exhibitions develop continuously. Only by establishing such a brand concept can exhibition operators implement the brand development of exhibitions from specific aspects such as the selection of venues and venues, the establishment of themes, the planning of exhibition activities, the organization and management of exhibition activities, and the innovation of exhibitions. At the same time, we must realize that the establishment of exhibition brand is a long-term process, and exhibition operators should make long-term development plans and establish exhibition brand development strategies. Exhibition operators can only win the final victory if they stick to a strategy for a long time and do not drift away easily.

2. Study environmental changes to meet customer needs.

For exhibition operators, exhibitors are customers, and for exhibitors, professional visitors are customers. Only when customers are satisfied can the exhibition continue to grow and develop. The needs of customers are changing. In order to provide good service, we must try our best to meet the needs of customers. In addition, the external macro environment, industry environment and competitive environment of the exhibition are changing. Only by adapting to changes and constantly innovating can the exhibition have vitality and vitality. Therefore, market research is particularly important. Establishing high-level research institutions and ensuring the scientificity, timeliness and pertinence of research content are the premise and foundation for formulating and implementing the brand strategy of exhibition.

3. Give full play to the role of all parties and effectively integrate resources.

In order to build a strong brand, exhibition operators should also make full use of various related resources and give full play to the support and cooperation of different stakeholders, including organizers, contractors, cooperative organizations, exhibitors, professional visitors, exhibition venues and exhibition venues. Use advanced technical means to analyze, sort out and integrate various resources for comprehensive utilization. In the process of integrating resources, exhibition operators must strive to seek the support of professional associations, industry leading enterprises, influential media, government and other parties. Therefore, exhibition operators should take the initiative to communicate, put service first, emphasize mutual benefit and win-win, gather and revitalize resources to the maximum extent, and serve the operation and management of exhibition projects.

4. Be committed to specialization and show new achievements.

Specialization is the only way to build brand exhibitions. Specialization can form differentiation, and differentiation can form the competitive advantage of the exhibition. Specialization enables exhibition operators to better grasp the needs of customers on the basis of market segmentation, so as to be more accurate and effective in the process of investment promotion and exhibition site management. Specialization requires exhibition operators to establish a scientific management system, have a professional talent team, implement perfect operation norms, and form an excellent corporate culture. Specialization requires the exhibition to focus on the customers of a certain industry or market, strive to grasp the pulse of the development of the industry or market, display the latest achievements of the industry, and occupy the commanding heights of the same type of exhibition with the continuous introduction of new technologies, new products and new concepts.

5. Improve the facilities and service level.

It is very important to establish the brand image of the exhibition whether the facilities of the venue are complete and convenient and the service level is high. Venue facilities belong to the hardware of the exhibition, and services belong to the software. Hardware construction should make exhibition facilities complete, comfortable, convenient and safe, including venues, water and electricity, lighting, air conditioning and ventilation, broadband network cables, fire fighting, elevators, communication transmission and evacuation passages. Software construction should ensure that the exhibition services reach the first-class level, including investment promotion, welcome reception, customs clearance, on-site service, intellectual property protection, security, post-exhibition tracking and so on. Therefore, exhibition operators should increase the introduction of advanced technology and the training of service talents to ensure that the software and hardware construction of exhibitions is in line with the international advanced level.

6. Expand brand space and make good use of brand resources.

To expand the brand influence of the exhibition, we must expand the brand space. Exhibition brand space includes three aspects: time, region and value. Time mainly refers to the duration and frequency of the exhibition. When the exhibition develops to a certain extent, the overall effect can be improved by appropriately extending the holding time or increasing the exhibition frequency. The geographical aspect mainly refers to the geographical expansion of exhibitions. For example, some well-known foreign exhibitions are held in other countries, which can expand the international influence of exhibition brands; Value mainly refers to the comprehensive management of brands. The materialized forms of brands, such as names, logos and mascots, are all important brand resources and should be well protected and utilized. Through cooperation with high-quality and high-level merchants, we can obtain the comprehensive economic benefits and influence of the brand and enhance the brand value.

7. Give preferential treatment to news media and build online brands.

To create a good image of the exhibition brand, we must rely on a large number of positive publicity reports from influential news media at home and abroad. Doing a good job in public relations with these news media and ensuring that the media and journalists can get good treatment during the exhibition will attract more media or journalists to pay attention to and report the exhibition. Among many media, Internet is a new type of media, which combines many advantages of traditional media and has outstanding interactive ability. It is an important platform for exhibition brand communication. Exhibition operators should make full use of the functions of the Internet, and build high-quality online exhibitions outside the actual exhibitions through a series of work such as establishing websites, planning website contents, beautifying pages, information screening, and timely updating, so as to efficiently convey brand awareness and reputation.

8. Strive for government support and create a good environment.

The formation of a brand needs a good external environment. In China, seeking government support for exhibitions is an important part of protecting and enhancing the brand image of exhibitions. Through the power of the government, we can effectively crack down on repeated exhibitions and brand infringement, avoid the dispersion of business resources and the spread of bad word of mouth, and thus protect the rights and interests of brand exhibitors; Through government channels, using domestic and foreign markets, gathering domestic and foreign resources to serve the actual effect of the exhibition; Using the influence of the government, we can coordinate and straighten out the relationship between all parties in the exhibition activities and ensure the healthy development of the exhibition; The government's subsidy policy can expand the exhibition scale and improve the exhibition quality; Taking advantage of the government's external relations can expand the overseas space of the exhibition.

Four. conclusion

One of the macro-management measures of China Ministry of Commerce is to strengthen the cultivation of brand exhibitions and make China exhibition enterprises bigger and stronger. Cultivating brand exhibitions is not only the social responsibility of exhibition operators, but also the need of their own development. According to the evaluation criteria of brand exhibitions, exhibition operators should do a good job in strategic management of exhibition brands to ensure the long-term economic benefits of exhibitions and help improve the overall level of China's exhibition industry.

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For reference only, please learn by yourself.

I hope it helps you.