展会主办者如何进行国际市场的营销

1、展会主办者的国际市场营销International Marketing for Exhibition Organizers.博弈论 囚徒姿态Game Theory(Prisoners 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GuiltyA: 判刑10年B: 当场释放各判刑5年AB.主办方资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 国际商会及政府资助部门. 胜利要素 Criteria to Success FirmCustomer: exhi

2、bitor, visitorSupporter & SponsorCompliment: Conference & ConventionCompetitor: local & international organizer; & local & international eventFinance, Profit and TaxCustomer need, market driven, value-based approach, market drivingRelationship marketing and product loyaltyTechnology. .效力市场营销的7个P7 Ps

3、 of services marketingProduct- Only top and second branded exhibition survivePlace - Use the best hall at the best buying seasonPriceTwo tier pricing in China. Cannot fight at low price. Flight with qualityPromotionDirect MarketingPR and communication, advertisementPeople - Sale agent, sale staffs,

4、and human resourcePhysical Evidence Exhibitors & Visitor quantity & qualityProcess Planning, Operation, Timing and Scheduling.时间-最重要的要素Timing - most importantDate of exhibition: best in April & October in Hong KongCan not be in January, February, December in ChinaJuly &, August, not accepted by Euro

5、pean Exhibitors Far from conflicting exhibitions local and worldwidePromotion to Intl 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 yearSeptember this year for second half of next year .开展国际市场营销的步骤S

6、teps to start international marketing市场调查Market Survey观赏国际/本地展览资料库及直销List finding & Direct Marketing要求资助方提供贸易联络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).观赏国际及本地展览Visit international / local events找出最好的国际性展览找出最好的本地展览观赏展览访问国际及本地机构 访问重要客户/看市场反响 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

7、售管理 Sales Management in an Exhibition Mix PricingStructureSales Agency Network Promotion -Personal selling A& P, DMExhibition/Conference Evaluation& FeedbackORGANISER Sales ManagementPlanningBudgetingRecruitingTrainingMotivatingTerritoriesEvaluation EventDelivery.国际政府资助单位International Government Spo

8、nsorsHong Kong HKTDCSingapore TDBJapan - JETROIndia ITPOThailand DEPItaly ICESpain- ICEXFrance- CFMEIsrael IEIIreland Irish Trade BoardNew Zealand Trade NXMalaysia MATRADEChina CCPITKorea KOTRATaiwan CETRAGermany AUMA UK DTI Australia AustradeEgyptSouth Africa.欧州的纺织机械业商会European Associations for Tex

9、tile MachineryCountryAssociationBelgiumSYMATEXFranceUCMTFGermanyVDMAU.K.BTMAItalyACIMITNetherlandsGTMSpainAMTEXSwitzerlandSWISSMEM.资料库和直销List building & Direct Marketing建立一个资料库Build up a list运用参考编码Use reference code保管记录并且及时更新 Keep records and update immediately发送邮件，和电子邮件 Send letter, fax and 访问Cold

10、calls目的销售 Target sells .最具潜力100客户Hot List建立最具潜力100客户资料Make a top 100 list找出适宜的联络人Find the right contact person用再次访问他们Make repeat call to their中国本地办事处或代理China local office or agent中国总部China head office区域办事处Regional office总部Head-office市场/销售部Marketing / sales department展览部Exhibition Department.要求中方资助单位提供贸易联络Ask Chinese supporters to supply trade contacts在中国举行引见性的记者款待会 要求资助方提供贸易联络 和支持单位一同访问潜在展商的中国办事处和资助方担任采购的人员一同访问国际展览 在第三方展览上召开新闻发布会 Make Press Meeting in a third party exhibition访问主要客户的总部或组织跟进/再次访问潜在展商的中国办事处用长途和邮寄跟进.怎样开展有效的直销How to do effective Direct Marketing.外国政府商务处想要什么？ What an associati