深圳市华奥展览

企业展示厅设计方式概述分析

企业为何参展?何时参展?如何选择合适的展会参加?这里面有很深的学问。






  企业为什么参展?什么时候参展?参加什么样的展会?这里面有很深的学问,我们知道,参加展会是一个公司展示自己品牌的好机会,但是有很多的参展商参加了展会却发现没效果,这是怎么回事呢?下面给大家讲解一下。
       Why are companies exhibiting? When will you exhibit? What kind of exhibition do you participate in? There is a deep knowledge here. We know that attending the exhibition is a good opportunity for a company to showcase its own brand, but there are many exhibitors who participated in the exhibition but found no effect. What is going on? Let me explain it to you.

  
 
  象品牌经营的其他重大营销活动一样,企业在考虑用企业展示厅设计做营销时,建议从企业运营系统的全局上和品牌经营战略高度上来掂量,采用SWOT来进行可行性分析。
        Like other major marketing activities of brand management, when considering the use of corporate showroom design for marketing, it is recommended to measure the overall situation of the enterprise operation system and the brand management strategy, and adopt SWOT for feasibility analysis.
  
  1.企业和品牌现状如何,包括品牌知名度(美誉度和忠诚度),包括渠道建设和市场布局,包括产品竞争力,包括营运流程和支援系统,包括营运团队等。
  
  新兴企业和品牌对于参展最好持慎重态度。虽然展会可以为品牌搭建一个很好的展示平台和招商平台,但同样展会营销会对企业的产品力、形象力和运营力提出相对高的要求。作为一个新兴企业和品牌,如果各种基础工作做得不到位,可能会适得其反,反而损害企业和品牌声誉。
  
  展会营销从某角度上说是品牌综合实力的“厚积薄发”,品牌借助展会这个平台更集中地展示品牌的精华和个性,从而建立或增强客户或市场对品牌的信心。
  
  品牌经营没有“一俊遮百丑”,只有“一粒老鼠屎,毁坏一锅汤”。展会营销从某角度上说是摆“擂台”,众多品牌集于一堂,比亮点,比个性,比实力。
  
  当然,品牌的某个缺陷也会曝于大庭广众之下(包括专业观众、包括竞争对手、包括媒体等)。
       
1. What is the status of the company and brand, including brand awareness (famousness and loyalty), including channel construction and market layout, including product competitiveness, including operational processes and support systems, including operations teams.
 
         Emerging companies and brands are best placed to be cautious about exhibiting. Although the exhibition can build a good display platform and investment platform for the brand, the same exhibition marketing will put forward relatively high requirements for the product power, image and operation of the company. As a new company and brand, if the basic work is not done well, it may be counterproductive, but it will damage the reputation of the company and the brand.
 
        From a certain point of view, the exhibition marketing is the “thickness and accumulation” of the brand's comprehensive strength. The brand uses the platform of the exhibition to show the essence and personality of the brand more concentratedly, thereby establishing or enhancing the confidence of the customers or the market for the brand.
 
        Brand management does not have "one-hundred ugly", only "one mouse licks, destroys a pot of soup." From a certain point of view, exhibition marketing is a "downfall", many brands are gathered together, than the highlights, than the personality, than the strength.
 
        Of course, a certain flaw in the brand will also be exposed to a large audience (including professional audience, including competitors, including the media, etc.).
  
  2.也许你参展的目的是想很快提高产品或品牌知名度,也许你参展的目的是为了打破品牌招商困局等,不同的品牌有不同的参展目的,但是,要考虑好以下问题。
  
  你的产品是否有一定的竞争力?
  
  品牌包装、品牌形象工作做得如何?
  
  是否有至少两家直营店铺,这些直营终端已否具备品牌形象、销售业绩和店务运营的样板效果?
  
  渠道建设和布局是否已经规划清楚,现有渠道或终端是否运营良好?
  
  你的运营流程和物流链是否通畅?
  
  你的运营团队是否专业?

  
2. Perhaps the purpose of your participation is to quickly improve the product or brand awareness. Perhaps the purpose of your participation is to break the brand's investment dilemma. Different brands have different exhibition purposes, but consider the following issues.
 
        Is your product competitive?
 
        How is the brand packaging and brand image work done?
 
        Are there at least two direct-operated stores, and are these direct-operated terminals having the brand image, sales performance and sample effect of store operations?
 
        Has the channel construction and layout been clearly planned, and is the existing channel or terminal operating well?
 
        Is your operational process and logistics chain smooth?
 
        Is your operations team professional?
 
  除非企业有很好的先天性品牌经营基础或经营资源的,如产品开发能力、产品质量基础、商品规划能力和供应链、品牌规划和品牌包装、市场营销能力、终端运营能力、内部运营能力等,一般而言,新兴品牌或企业最好在积累一定的品牌运营基础和经验后再择机参展进行展会营销,才更可能起到事半功倍的作用。
  
  展会营销貌似一场孤立的营销活动,但它其实与企业的整个品牌运营体系和支持系统密不可分。
  
  对很多企业品牌营销采用的特许经营模式而言,至少有两家以上多于一年成功经营经验的直营终端,才可以特许经营模式进行招商。这已是国务院《商业特许经营管理条例》明文规定的。


        把控自身的实力,明确客户的需求,通知企业展示厅设计,让来访者快速了解企业信息从而将其转化成自己的客户。

        Unless the company has a good congenital brand management basis or operating resources, such as product development capabilities, product quality foundation, product planning capabilities and supply chain, brand planning and brand packaging, marketing capabilities, terminal operational capabilities, internal operational capabilities, etc. In general, it is better for emerging brands or companies to participate in the exhibition marketing after accumulating a certain brand operation base and experience, which is more likely to play a multiplier role.
 
        Exhibition marketing looks like an isolated marketing campaign, but it is inextricably linked to the company's entire brand operating system and support system.
 
        For the franchise model adopted by many corporate brand marketing, at least two direct terminals with more than one year of successful business experience can only engage in franchise business mode. This is clearly stipulated in the State Council's Regulations on Commercial Franchise Management.
 
         We will control our own strengths, clarify the needs of our customers, and inform the corporate showroom design so that visitors can quickly understand the company information and turn it into their own customers.

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