Trade fair visitors´ relationship management based on their data analysis and appraisal

Since competition in China´s trade fair industry intensifies, more emphasis is now placed on trade fair visitors´ relationship management based on their data analysis and appraisal. Through this analytical process, visitors´ behaviors and their expectations of a particular trade fair are to be discovered, and the analysis and appraisal results in turn offer useful information and constructive suggestions for the improvement of visitors´ relationship management, and further for the improvement of trade fair quality and competitiveness. This paper, based on analysis of diversified means of trade fair visitors´ data collection, data analysis and appraisal, proves the significance of analysis and appraisal of trade fair visitors´ data, and explores applicable customer relationship management models for visitors´ management.