展览营销的4P组合和三维展示策略——以2004年罗森照明展览营销为例

4P Combination In Exhibition Marketing &Strategy of 3D Demonstration——Analysis of 2004 Rosen Lighting Exhibition Marketing

传统的市场营销 4P组合是企业参展策划的基础 ,本文在对 2 0 0 4年罗森照明展览营销剖析的基础上 ,揭示 4P组合与参展策划之间的对应关系 ,提出如何利用 4P组合有效进行参展策划 ,形成展场和市场的互动。

Traditional 4P combination in marketing is the basis for enterprises taking part in the exhibition and planning.Taking 2004 Rosen Lighting Exhibition marketing strategy as an example,the article explains the corresponding relationship between 4P and enterprise planning during the exhibition,and tells how to use 4P effectively to make interaction between the exhibition hall and marketing.