Author(s)

Wangyang Chen

Corresponding Author

Wangyang Chen

Abstract

With the rapid development of China's exhibition industry, the relationship between brand promotion and exhibition planning is becoming increasingly close. The interaction between the two has a profound impact on the shaping of brand image and the formulation of marketing strategies. This paper analyzes the mechanism of the effect of exhibition planning on brand promotion from the perspectives of innovative changes in exhibition content and market trends on brand decision-making. It also explores the challenges faced by brand promotion in exhibition planning, such as excessive promotion, conflicts between planning and branding operations, and errors in exhibition-type decision-making. In response to these issues, the paper proposes a series of optimization strategies, including strengthening the integration of brand and exhibition, optimizing exhibition regulations and brand governance, and establishing a risk-sharing and governance mechanism. These strategies aim to promote the coordinated development of brands and exhibitions, enhance brand market competitiveness, and promote the sustainable development of the exhibition industry. This study provides theoretical guidance and strategic support for the practice of exhibition planning and brand promotion, which is of great significance for enhancing brand value and exhibition planning effectiveness.

Keywords

Exhibition Planning; Brand Promotion; Influencing Factors; Optimization Strategy