Faced with a series of exhibition invitations，companies have doubts about whether to participate in the exhibition、what benefits participating in the exhibition can bring、how to fully utilize the conference to convey the company's information、and how to compete with strong competitors on the same stage，which involves how to truly make the exhibition effective。

To have good exhibition series planning for exhibition marketing planning，enterprises generally have two vastly different concepts and practices：some companies，including some well-known large domestic enterprises，still cannot escape the rough marketing management，often hastily respond，exhibition marketing operations lack specificity，arrangement and planning are still in the imitation stage，and lack in-depth research and innovation in their own brand's common style、common sales suggestions, and other aspects。

Another type of enterprise formulates a rigorous and even rigorous exhibition marketing plan to guide the implementation of their work early before participating in the exhibition。But in most cases，the original plan is disconnected from the actual situation、consumer demand、and social trends of the exhibition，Therefore，the impact of the exhibition is greatly affected，The main reasons why exhibition marketing did not play，its due role are concentrated in the following aspects：

Firstly，there is a lack of scientifically useful marketing assignment planning。Faced with numerous exhibitions，failed to choose the right moment、exhibitions that appropriately match corporate marketing plans，exhibiting blindly。

Secondly，Lack of strategic planning，Just treat the work of exhibition marketing as a transactional work，Exhibiting for the sake of exhibiting。What is the ultimate purpose of participating in the exhibition? What information should be conveyed to whom at the exhibition? How to attract the target audience and how to make the communication outperform the opponent? These issues have not been considered in depth.。

In the process of arranging and planning exhibitions，Between the internal decision-making management layer and the execution layer of the enterprise、Lack of good communication between enterprises and outsourcing units，Develop their own planning and arrangement methods for exhibitions、There is an error in understanding the intention。For example, the product that the company wants to promote、Brand culture and booth establishment style、Disjointed approach to event planning。