The role and significance of the trade show is nothing more than these points: First, to promote the exchange of information in the industry. The exhibition can reflect the pattern and changes of the industry and reflect the development trend of the industry. Companies often use the exhibition to conduct market research, understand each other, watch with their peers, exchange new technologies, communicate professional information and negotiate cooperation, and discuss marketing methods and brand operation modes. We must pay equal attention to communication and display. Second, it has extremely strong trading functions. That is, companies often want to win a professional audience and get orders at the show. Third, open up the market for image promotion. For a mature company, basically has a relatively complete market network, the market target to be developed is very clear, generally do not open up the market through the exhibition, but the exhibition as a stage for the show, to the industry peers gathered here And related parties display products, corporate strength and brand image.
In general, due to the characteristics of professional exhibitions, a good exhibition needs to coordinate in two aspects: on the one hand, it is important to display products and corporate image to professional audiences, on the other hand, it must also pay attention to the exchange of information in the industry and help. The company finds customers, understands the latest trends in the development of the product technology market, and enhances the company’s popularity and reputation.
From the perspective of the commercial vehicle exhibitions that have been held in China, it has created a high-end and unique communication channel for commercial vehicle manufacturers and operators. In this commercial vehicle exhibition, the organizers launched a series of heavyweight events. Exhibitors and professional visitors will be organically integrated in the exhibition. The goal is to have both social and economic benefits. This also puts higher requirements on exhibitors' display capabilities.
However, some companies still have some problems in the exhibition. The reason is that on the one hand, the development of China's exhibition industry is not yet mature. Some exhibitions are lack of clear positioning, high participation fees, and low level of repeated competition, resulting in waste of resources, poor results, affecting the enthusiasm of companies participating in the exhibition; on the other hand, The company itself does not have a deep understanding of the exhibition. Its purpose before, during and after the exhibition is not clear.
Before participating in the exhibition, enterprises should measure how well the exhibition matches the company's development plans and goals, evaluate the number of exhibitors and professional visitors, select their own target customers, and use the media of the exhibition to expand the company’s influence and attract more. Target customers. In the exhibition, companies should conduct on-site negotiations with potential partners through various feasible methods, and at the same time, start from the details and pay attention to the selection of booths, display methods, staffing, negotiation environment, and related activities during the exhibition. After the exhibition is over, companies should integrate the information collected during the exhibition into the company's information management system, and conduct screening, screening, analysis, and evaluation as the company's information foundation. For exhibitions that have industry forums, they can also make preparations in advance for topics with distinctive features and clear points of view. At the same time, they should pay attention to absorbing the sparks of ideas in the forum exchanges.
Many of the results obtained at the show are not immediately obvious, but they will in many ways enhance the corporate image. Therefore, our bus industry and other industries wishing to make a difference in the exhibition and gaining income need to overcome the idea of ​​quick success and instant profit, take a cool and rational view of various exhibitions, objectively assess the impact of the exhibition, and learn to participate in the exhibition. growing up. Perhaps this is more important than the exhibition itself.
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