会展业是中国21世纪的朝阳产业，是一个全面发展的窗口行业。通过其多元化的服务可以与企业建立紧密的产业关系，且能够创造出巨大的经济影响力。ZY会展公司是一家国有的通信领域全生态服务商。多年来，ZY会展公司关注全球科技趋势，是信息通信行业规模最大、运营时间最长的国际展会组织单位，是国际顶尖展会GSM、ITU等活动的主办方和官方合作伙伴。致力于提供高质量的会展服务，帮助企业实现最大的商业价值。由ZY会展公司承办的某通信展览会已经举办了三十届，涵盖中国移动、中国联通、中国电信及华为等信息通信领域头部企业，是信息通信领域的领先展会。该展会的成功举办使得ICT产业链的各方利益和需求得到了有效的整合，为其发展作出了巨大的贡献。然而，随着新冠疫情对全球产业链及供应链的重塑以及ZY会展公司上级集团对ZY会展公司提出的高标准的会展任务要求，ZY会展公司亟待优化市场营销策略，提升竞争能力。

本文以ZY会展公司营销策略优化为研究对象，通过梳理文献和相关理论基础，结合问卷调查、专家访谈，使SWOT分析工具及PEST、7Ps等理论来分析ZY会展公司市场营销环境，深入挖掘ZY会展公司的营销策略存在的诸多问题，如产品结构不合理、价格策略僵硬、销售渠道未能充分利用、缺乏新媒体促销及人才短缺等诸多问题。进而运用7Ps营销组合理论提出对应的营销优化策略如下：首先，应该优化产品结构，采用会展产品组合策略和提升会展产品的增值配套服务；其次，在制定定价时，应该考虑各种因素，实行折扣定价和差别定价策略；再次，应该积极拓展渠道，增加多元化的选择，并与合适的代理商建立长期的合作伙伴关系；从次，为了更好地进行促销，应该强化促销灵活性和加强新媒体合作，采取多种不同的方法来充分利用宣传效果。最后，人才是第一生产力，ZY会展公司更要加强完善人才培养计划。

通过对ZY会展公司的深入分析，期待能够为其提供有效的解决方案，让其在激烈的市场竞争中取胜，实现长期稳定的发展；同时希望能够为同类型会展公司提供有益的启示和可供借鉴的依据。

ZY Exhibition is a state-owned exhibition company in communication field.ZY Exhibition,has followed on the global technology trends,is the largest and longest international exhibition organizer in the information and communication industry,the official partner of international top exhibitions company such as GSM,ITU and so on.ZY Exhibition is committed on providing high-quality exhibition services,helping enterprises to achieve the maximum business value.A leading communication exhibition organized by ZY Exhibition has been held for 30 times,covering the leading enterprises in the related field. China Mobile,China Unicom,China Telecom and Huawei are their regular customers.The success of the exhibition has effectively integrated the interests and needs of all parties in the ICT industry chain,and has made a great contribution to its development.However,with the reshaping of the global industrial chain and supply chain by COVID-19 and the high standard exhibition task requirements from their parent company,ZY Exhibition needs to optimize its marketing strategy and improve their competitiveness urgently.

 The marketing strategy optimization of ZY Exhibition is the research object in this paper.By reviewing literature and relevant theoretical foundations, combining expert interviews and questionnaire surveys,SWOT analysis tools and PEST,7Ps theory to analyze the marketing environment of ZY Exhibition. We deeply understand the problems and shortcomings of ZY Exhibition Company's marketing strategies,such as unreasonable product structure,the price strategy stiff,sales channels failed to make full use of, lack of new media promotion and talent shortage, and many other problems.Then apply the 7Ps to propose the marketing optimization strategies as follows: firstly,the product structure should be optimized, adopt the exhibition product combination strategy and enhance the value-added supporting services of exhibition products;secondly,consider the pricing;thirdly,expand sales channels actively,increase the diversified selection and establish long-term partnership with suitable agents;fourthly,strengthen the promotion flexibility and new media cooperation,adopt different methods to make full use of the publicity effect;finally,ZY Exhibition  should strengthen and improve the talent training plan as talent is the first productive force.

Through in-depth analysis of marketing strategy optimization for ZY Exhibition,the author hope to provide effective solutions to win in the increasingly drastic market competition and achieve long-term and stable development.