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展览业──是介于服务行业与肖息产业之间的新兴朝阳产业，是经济贸易活动中不可或缺的重要行业。尤其在企业文化和理念倍受重视的今天，更赋予展览会传播企业文化、树立企业《产品》形象的重要使命。 据业内分析，企业以参加展览的形式拓展市场的成本费用要比其他传统形式节省４０％以上， 同时还大大缩短了促销时间。同时，展览会也是参与国际市场竞争的最佳场所。但让人感到遗憾的是，到目前为止，仍有相当部分的企业，认为参展是浪费时间、浪费金钱、浪费精力的事儿，即使参展也是十分盲目草率的，在殿前没有系统的组织、准备工作；展览期间工作没有目的性，应付了事；在展后也没有对展会期间收集到的信息和资料加以整理和利用。 那么，企业应如何把握“展览营 销”，创造最大限度的效益呢？我们 走访了几家展览业内的知名公司，与 他们就这一问题进行了探讨，并进行 了归纳整理。
Exhibition industry ─ ─ is between the service industry and Xiao industry, the emerging sun industry, is an indispensable economic and trade activities important industries. Especially in the corporate culture and philosophy are valued today, but also give the exhibition spread corporate culture, establish a corporate “product” image of the important mission. According to the industry analysis, the cost of expanding the market by participating in exhibitions is 40% more than other traditional forms, and the promotion time is greatly shortened. At the same time, the exhibition is also the best place to compete in the international market. However, it is regrettable that so far a considerable number of enterprises still think that exhibiting is a waste of time, waste of money and waste of energy. Even if the exhibition is very blind and sloppy, there is no systematic organization in the hall. Preparation work; work during the exhibition purposeless, to deal with things; also did not show after the exhibition collected information and information to be sorted out and use. So, how should enterprises grasp the “exhibition marketing” to create the maximum benefits? We visited several well-known companies in the exhibition industry, discussed with them on this issue, and summarized them.