利用展览会开拓国际市场——效用与策略研究.pdfVIP

Abstract As the development of world economy,the supply of many products exceeds the demand．In such．circumstance，marketing become powerful tools for companies to defeat their rivals．Trade show is an important element of marketing mix．And it favored by many companies for its low cost and high efficiency．According to a survey done by Ceir,a large majority of companies are put trade shows into their marketing budget systems and the money allocated for trade shows is second only to personal selling． Since the 1990s，the globalization of economy has swept over the whole China，who is execute its reform and opening-up policy．And the Chinese companies are encountered fierce competition from foreign counterparts．In order to survive and grow,some of them are try to use trade shows to explore oversea markets．However,many companies，especially medium size and small size companies do not have enough knowledge of trade shows．They do not only have ambiguous concepts toward why attending trade shows and how to select appropriate shows，but also do not know how to maximize the effect of trade shows．So this article is aim to provide some theoretical guidelines to Chinese companies，who are struggle to be internationalization，through researching and exploring the effect of H international trade shows in expansion to foreign markets． In the first place，the author reviewed the research works about trade shows done by scholars from both domestic and abroad．Based on those works，the author analyzed the goals and benefits of attending trade shows， the relationship between trade shows and marketing mix，as well as how to measure the effectiveness of trade shows．Then，the author brought forward that attending trade shows is a systematic process．For establishing suitable and effective strategies to maximize the benefits of attending trade shows， companies should pay attention to all the elements of three stage of trade shows?-before—show stage，at—show stage and after-show stage．Then，from the marketi