Research on the Development Pathways of the Exhibition Economy from an Urban Branding Perspective

Abstract

This paper systematically explores development pathways for the exhibition economy from the perspective of city branding theory. The research indicates a strategic symbiotic relationship between city branding and the exhibition economy, characterised by "brand empowerment of exhibitions and reciprocal reinforcement of the brand by exhibitions". Currently, China still faces challenges in this field, including insufficient strategic coordination, homogenisation of development models, short-term brand effects, and inadequate international operational capabilities. To address this, the study proposes constructing development pathways across three dimensions: strategic coordination, business model integration, and support optimisation. This involves guiding convention and exhibition industry planning with the core values of the city brand, promoting "convention and exhibition plus" industrial integration, and enhancing hardware, software, policy, and service support systems. Ultimately, this aims to achieve a virtuous cycle of interaction and coordinated development between the convention and exhibition economy and city brand building.