Brand-building in trade exhibition based on exhibitors’ perceived value

Abstract

Trade exhibition industry has become an important part of Chinese economy. However, a lot of new trade exhibitions have been suffering from brand deficiencies which are severe obstacles in their development. How to discover the successful essentials in trade exhibitions and their synergetic mechanism, and propose a feasible brand-building strategy accordingly, which have become popular and difficult issues in exhibition industry. In this paper, we propose a system model which consists of three models named multivariate statistical analysis, bi-layer rough attributive reduction and uncertain self-organizing algorithm respectively, to mine the relationship between brand-building in trade exhibition and exhibitor perceived value with customer perceived value theory, brand-building theory and exhibition theory. Some critical successful essentials and their organic core influencing exhibitors’ perceived value are disclosed based on the survey information from the two representative trade exhibitions in China, and we point out that trade exhibition branding strategy is of two-dimensional characteristics, one emphasizing on ascending the internal competence and another emphasizing on adapting to external environment. The conclusion has been recognized by the managers and exhibitors of the two sampling exhibitions, which implies that the uncertain complex system method for analyzing the problem of brand-building in trade exhibition may be a new technical route to improve brand-building management system.