The planning of the exhibition marketing enterprises in general, there are two different views and practice: some enterprises, including some well-known domestic large enterprises, is still not out of marketing management extensive, often rush to fight, the exhibition marketing work is lack of pertinence, organizing and planning is still in the imitation stage, the lack of their own unique brand style further research and innovation, unique selling proposition etc.; another kind of enterprises in the exhibition in the earlier period of time before the establishment of strict and even harsh exhibition marketing plan to guide their work. But in most cases, the actual situation, the original plan to work with the exhibition of consumer demand, social the trend line, so the exhibition effect will be greatly discounted. The exhibition marketing no reason to play its due role mainly in the following aspects:

First, the lack of scientific and effective marketing planning. The face of the numerous exhibition, not been able to choose for the timely, moderate and corporate marketing plan to match the exhibition blindly exhibitors.

Secondly, the lack of strategic planning, only the exhibition marketing work as a transactional work treat. In order to exhibitors and exhibitors. What is the ultimate goal of participating in the? Show to who to spread what information? How to attract the target audience? How to win the opponent's propagation were not further to consider.

Third, in event planning organization, the enterprise internal management decision layer and execution layer between, between the enterprise and the outer co unit lack of good communication, resulting in their exhibition planning organization, the purpose of the existence of the deviation of understanding. For example enterprises want to promote the products, brand culture and booth style, activities of the organization of the disjointed.

Finally, in the budget while overestimating the show the effect of the return. Cause show the ratio of the input and the output of the uncoordinated. Recently domestic exhibition appeared a tendency -- booth structures, activities of the organization a, seeking luxury, while ignoring events itself.

In the exhibition marketing work done more excellent enterprises, there are some similarities exist. The first step is according to the development plan and marketing objectives of the company, to the advantage of the enterprise resources (products, information, technology, service) analysis or the demand, then pour on the selected road show to promote timely, and finally from the planning consider how resources surprise. For example, the twelfth session of the Beijing Chinese International Fashion Fair (CHIC2004), Fujian will Qipai menswear through this way, great achievements have been made. The whole process to examine the organization of the second half of 2003: seven card with their own brand culture demands to develop Chinese collar "series of innovative products and the other existing products for the cultural extension, to achieve the perfect Chinese the essence of traditional culture and fashion fusion. At the same time, in order to let more people understand the Chinese traditional culture is full New Qipai, in the formulation of the marketing plan, Qipai chose the unprecedented, Asia's largest chic as a marketing medium; in considering how from strong competition team (European Pavilion, Pavilion of Wenzhou) come to the fore, how to attract the target audience, Qipai to subvert the previous exhibitors enterprises to use the techniques -- large scale, Europeanization style choose a position is better but the area is not large booth, hit the "Fashion China" theme. In terms of brand promotion, to enhance brand reputation, investment and other aspects were obtained very good effect, truly spend less money, doing big things.

Second, the development of the exhibition plan to implement organizational work to be flexible, including the future of change and competition thinking, there is a need to feedback and adjust the mechanism.

Finally, exhibition organization should be strict process and the division of responsibilities and the person responsible for the project, emphasize the coordination within the enterprise, cooperative operation enterprise and outsourcing unit. Often hear some business owners do complain: original idea is that, outsourcing company do to my booth and the activities of the program and product brand and disjointed, and the modification of the scheme is due to the tight time become impossible, let business owners feel depressed. Part of the enterprise internal organization is very loose, so that the exhibition on the collection of information is not collected, the promotion did not do a good job.
In general, the event marketing is a complicated project, must be carefully and lo plan and surprise promotion mode, scientific division of labor, rigorous implementation of the party to the exhibition marketing really play a role.