展会主办者如何进行国际市场的营销

展会主办者的国际市场营销InternationalMarketingforExhibitionOrganizers博弈论（囚徒困境）GameTheory(Prisoner’sDilemma)不招认NotGuilty招认Guilty不招认NotGuilty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主办方赞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赞助部门成功要素CriteriatoSuccessFirmCustomer:exhibitor,visitorSupporter&SponsorCompliment:Conference&ConventionCompetitor:local&internationalorganizer;&local&internationaleventFinance,ProfitandTaxCustomerneed,marketdriven,value-basedapproach,marketdrivingRelationshipmarketingandproductloyaltyTechnology.服务市场营销的7个P7PsofservicesmarketingProduct-OnlytopandsecondbrandedexhibitionsurvivePlace-UsethebesthallatthebestbuyingseasonPriceTwotierpricinginChina.Cannotfightatlowprice.FlightwithqualityPromotionDirectMarketingPRandcommunication,advertisementPeople-Saleagent,salestaffs,andhumanresourcePhysicalEvidence–Exhibitors&Visitorquantity&qualityProcess–Planning,Operation,TimingandScheduling时间-最重要的因素Timing-mostimportantDateofexhibition:bestinApril&OctoberinHongKongCannotbeinJanuary,February,DecemberinChinaJuly&,August,notacceptedbyEuropeanExhibitorsFarfromconflictingexhibitionslocalandworldwidePromotiontoInt’lGovernmentforsponsor2yearsinAdvance(normallydonotsupportfirsttimeevent)PromotiontoExhibitorsMarchthisyearforfirsthalfofnextyearSeptemberthisyearforsecondhalfofnextyear开展国际市场营销的步骤Stepstostartinternationalmarketing市场调查MarketSurvey参观国际/本地展览资料库及直销Listfinding&DirectMarketing要求赞助方提供贸易联系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)参观国际及本地展览Visitinternational/localevents找出最好的国际性展览找出最好的本地展览参观展览拜访国际及本地机构拜访重要客户/看市场反应Seeimportantclients&feelresponse用展商名录，贸易期刊杂志和购买指南做数据库销售管理SalesManagementinanExhibitionMixPricingStructureSalesAgencyNetworkPromotion-PersonalsellingA&P,DMExhibition/ConferenceEvaluation&FeedbackORGANISERSalesManagementPlanningBudgetingRecruitingTrainingMotivatingTerritoriesEvaluationEventDelivery国际政府赞助单位InternationalGovernmentSponsorsHongKong–HKTDCSingapore–TDBJapan-JETROIndia–ITPOThailand–DEPItaly–ICESpain-ICEXFrance-CFMEIsrael–IEIIreland–IrishTradeBoardNewZealand–TradeNXMalaysia–MATRADEChina–CCPITKorea–KOTRATaiwan–CETRAGermany–AUMAUK–DTIAustralia–AustradeEgyptSouthAfrica欧州的纺织机械业商会EuropeanAssociationsforTextileMachineryCountryAssociationBelgiumSYMATEXFranceUCMTFGermanyVDMAU.K.BTMAItalyACIMITNetherlandsGTMSpainAMTEXSwitzerlandSWISSMEM资料库和直销Listbuilding&DirectMarketing建立一个资料库Buildupalist使用参考编码Usereferencecode保存记录并且及时更新Keeprecordsandupdateimmediately发送邮件，传真和电子邮件Sendletter,faxandemail电话访问Coldcalls目标销售Targetsells最具潜力100客户HotList建立最具潜力100客户资料Makeatop100list找出合适的联系人Findtherightcontactperson用电话再次访问他们Makerepeatcalltotheir中国本地办事处或代理Chinalocalofficeoragent中国总部Chinaheadoffice区域办事处Regionaloffice总部Head-office市场/销售部Marketing/salesdepartment展览部ExhibitionDepartment要求中方赞助单位提供贸易联系AskChinesesupporterstosupplytradecontacts在中国举办介绍性的记者招待会要求赞助方提供贸易联系和支持单位一起访问潜在展商的中国办事处和赞助方负责采购的人员一起访问国际展览在第三方展览上召开新闻发布会MakePressMeetinginathirdpartyexhibition访问主要客户的总部或组织跟进/再次电话访问潜在展商的中国办事处用长途电话和邮寄跟进怎样开展有效的直销HowtodoeffectiveDirectMarketing外国政府商务处想要什么？Whatanassociation&foreigngovernmenttradeofficewant怎样完成一次国际销售？Howtocloseupanoverseassales代理的重要性ImportanceofAgents销售折扣SalesDiscount钱和税金的缴纳CollectionofMoney&Taxation