展會(huì)主辦者如何進(jìn)行國(guó)際市場(chǎng)的營(yíng)銷

1、展會(huì)主辦者的國(guó)際市場(chǎng)營(yíng)銷International Marketing for Exhibition Organizers.博弈論 囚徒姿態(tài)Game Theory(Prisoners Dilemma) 不招認(rèn)Not Guilty招認(rèn)Guilty不招認(rèn)Not Guilty各判刑3個(gè)月A: 當(dāng)場(chǎng)釋放B: 判刑10年 招認(rèn)GuiltyA: 判刑10年B: 當(dāng)場(chǎng)釋放各判刑5年AB.主辦方資助單位其他單位國(guó)際及本地展商國(guó)際及本地觀眾承辦商展覽場(chǎng)地國(guó)際及本地競(jìng)爭(zhēng)主辦者 國(guó)際及本地具競(jìng)爭(zhēng)力的展覽 國(guó)際商會(huì)及政府資助部門. 勝利要素 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. .效力市場(chǎng)營(yíng)銷的7個(gè)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.時(shí)間-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 .開(kāi)展國(guó)際市場(chǎng)營(yíng)銷的步驟S

6、teps to start international marketing市場(chǎng)調(diào)查Market Survey觀賞國(guó)際/本地展覽資料庫(kù)及直銷List finding & Direct Marketing要求資助方提供貿(mào)易聯(lián)絡(luò)訪問(wèn)中國(guó)的海外公司訪問(wèn)外國(guó)機(jī)構(gòu)(18個(gè)月)訪問(wèn)外國(guó)政府商務(wù)處或總部(24個(gè)月).觀賞國(guó)際及本地展覽Visit international / local events找出最好的國(guó)際性展覽找出最好的本地展覽觀賞展覽訪問(wèn)國(guó)際及本地機(jī)構(gòu) 訪問(wèn)重要客戶/看市場(chǎng)反響 See important clients & feel response用展商名錄，貿(mào)易期刊雜志和購(gòu)買指南做數(shù)據(jù)庫(kù).銷

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.國(guó)際政府資助單位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.歐州的紡織機(jī)械業(yè)商會(huì)European Associations for Tex

9、tile MachineryCountryAssociationBelgiumSYMATEXFranceUCMTFGermanyVDMAU.K.BTMAItalyACIMITNetherlandsGTMSpainAMTEXSwitzerlandSWISSMEM.資料庫(kù)和直銷List building & Direct Marketing建立一個(gè)資料庫(kù)Build up a list運(yùn)用參考編碼Use reference code保管記錄并且及時(shí)更新 Keep records and update immediately發(fā)送郵件，和電子郵件 Send letter, fax and 訪問(wèn)Cold

10、calls目的銷售 Target sells .最具潛力100客戶Hot List建立最具潛力100客戶資料Make a top 100 list找出適宜的聯(lián)絡(luò)人Find the right contact person用再次訪問(wèn)他們Make repeat call to their中國(guó)本地辦事處或代理China local office or agent中國(guó)總部China head office區(qū)域辦事處Regional office總部Head-office市場(chǎng)/銷售部Marketing / sales department展覽部Exhibition Department.要求中方資助單位提供貿(mào)易聯(lián)絡(luò)Ask Chinese supporters to supply trade contacts在中國(guó)舉行引見(jiàn)性的記者款待會(huì) 要求資助方提供貿(mào)易聯(lián)絡(luò) 和支持單位一同訪問(wèn)潛在展商的中國(guó)辦事處和資助方擔(dān)任采購(gòu)的人員一同訪問(wèn)國(guó)際展覽 在第三方展覽上召開(kāi)新聞發(fā)布會(huì) Make Press Meeting in a third party exhibition訪問(wèn)主要客戶的總部或組織跟進(jìn)/再次訪問(wèn)潛在展商的中國(guó)辦事處用長(zhǎng)途和郵寄跟進(jìn).怎樣開(kāi)展有效的直銷How to do effective Direct Marketing.外國(guó)政府商務(wù)處想要什么？ What an associati