中国——亚欧博览会品牌营销策略研究

Research on Brand Marketing Strategy of China-Asia-Europe Exposition

中国—亚欧博览会以"乌洽会"为基础,被赋予为将新疆建设成以经贸为主,兼有政治、社会、文化交流功能的大舞台。基于将中国—亚欧博览会置于丝绸之路经济带新疆核心区建设的大环境,分析中国—亚欧博览会品牌营销中存在的问题,包括会展品牌认知度不高;会展专业人才匮乏、基础设施建设不到位;会展品牌影响力不足、市场竞争力不强;与地方优势产业结合力度不够。并结合新疆独特的地理位置与政府对中国—亚欧博览会出台的特殊政策,提出品牌营销策略,包括品牌定位策略,提升会展品牌认知度;品牌服务策略,进一步增强会展品牌联想度;品牌体验策略,逐步提高会展品牌忠诚度;区域品牌发展策略,建立品牌特色性,创造会展品牌价值。

The China-Euro-Europe Expo,which has been upgraded on the basis of the original"Urumqi Fair",has been given a large platform to build Xinjiang into a major economy and trade with political,social,and cultural exchange functions.This article places the China-Asia-Europe Expo in the context of the construction of the core area of the Silk Road Economic Belt in Xinjiang.It discusses issues in the brand marketing of the China-Asia-Europe Expo,namely:the awareness of the exhibition brand is not high;the lack of professionals in the exhibition industry,Inadequate infrastructure construction;lack of influence of the exhibition brand,the market competitiveness is not strong;and the combination of local and dominant industries is not enough.Combining the unique geographical location of Xinjiang with the government’s special policy on the China-Asia-Europe Expo,it proposes four brand marketing suggestions in brand building:brand positioning strategy,promotion of brand awareness of exhibitions,brand service strategy,and further enhancement of the exhibition brand association;brand experience strategy,and gradually increase the brand loyalty of the exhibition;regional brand development strategy,establish brand characteristics,create brand value of the exhibition.Further explore how to better promote China-Asia-Europe Expo brand marketing.