文档介绍：展会主办者的国际市场营销International Marketing for anizers
祁理权 Andrew Kay
香港展览会议业协会秘书长
香港华进有限公司总裁
博弈论(囚徒困境)Game Theory(Prisoner’s Dilemma)
不招认
Not Guilty
招认Guilty
不招认
Not Guilty
各判刑3个月
A: 当场释放
B: 判刑10年
招认Guilty
A: 判刑10年
B: 当场释放
各判刑5年
A
B
主办方
赞助单位
其他单位
国际及本地
展商
国际及本地
观众
承办商
展览场地
国际及本地
竞争主办者
国际及本地
具竞争力的展览
国际商会及
政府赞助部门
成功要素 Criteria to ess
Firm
Customer: exhibitor, visitor
Supporter & pliment: Conference & petitor: local & anizer; & 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 munication, 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
Pricing
Structure
Sales Agency
Network
Promotion -
Personal selling
A& P