Value-Added Service of Trade Fair Organizer: An Evidence from Concurrent Events in China International Industry Fair (CIIF)

Research into the value-added service of trade fair organizer is scarce, and analyzing the success of brand fair CIIF from a perspective of concurrent event has seldom been undertaken. The paper examines the concurrent events of CIIF in recent five years from 2006-2010. The result suggests that concurrent event planning is the unique service element for the creation and maintenance of an excellent image of the fair and in attracting both domestic and international exhibitors and professional visitors to attend and reattend the fair. The findings will result in more targeted marketing by trade fair organizers in order to achieve the acquisition of more exhibitors and visitors and enhance the competitive ability of the exhibition enterprise.