展会主办者如何进行国际市场的营销.pptVIP

展会主办者的国际市场营销International Marketing for Exhibition Organizers 博弈论 （囚徒困境）Game Theory(Prisoner’s Dilemma) 成功要素 Criteria to Success Firm Customer: exhibitor, visitor Supporter Sponsor Compliment: Conference Convention Competitor: local international organizer; local international event Finance, Profit and Tax Customer need, market driven, value-based approach, market driving Relationship marketing and product loyalty Technology. 服务市场营销的7个P7 Ps of services marketing Product- Only top and second branded exhibition survive Place - Use the best hall at the best buying season Price Two tier pricing in China. Cannot fight at low price. Flight with quality Promotion Direct Marketing PR and communication, advertisement People - Sale agent, sale staffs, and human resource Physical Evidence – Exhibitors Visitor quantity quality Process – Planning, Operation, Timing and Scheduling 时间-最重要的因素Timing - most important Date of exhibition: best in April October in Hong Kong Can not be in January, February, December in China July , August, not accepted by European Exhibitors Far from conflicting exhibitions local and worldwide Promotion to Int’l Government for sponsor 2 years in Advance (normally do not support first time event) Promotion to Exhibitors March this year for first half of next year September this year for second half of next year 开展国际市场营销的步骤Steps to start international marketing 市场调查Market Survey 参观国际/本地展览 资料库及直销List finding Direct Marketing 要求赞助方提供贸易联系 访问中国的海外公司 访问外国机构(18个月) 访问外国政府商务处或总部(24个月) 参观国际及本地展览Visit international / local events 找出最好的国际性展览 找出最好的本地展览 参观展览 拜访国际及本地机构 拜访重要客户/看市场反应 See important clients feel response 用展商名录，贸易期刊杂志和购买指南做数据库 销售管理 Sales Management in  an Exhibition Mix 国际政府赞助单位International  Government Sponsors Hong Kong – HKTDC Singapore – TDB Japan - JETRO India – ITPO Thailand – DEP It