在我国经济发展进入新常态的历史条件下，调整和优化产业结构，转变经济发展方式，已成为社会关注的热点。会展业是服务业的重要组成，它起到了产销结合的纽带作用，对供需双方的对接，贯通产品流通渠道，及拉动区域及行业经济发展都起到了推动作用。会展业作为互联网线下的贸易、技术交流平台，有助于促进企业间情感交流，为双方加深了解创造了条件。很多企业都将参加行业内专业展会作为企业的市场营销活动之一，展会现场是宣传企业品牌、推广产品、发布信息、交流学习的重要场所。 近年来，参展商对品牌会展的需求逐渐增强。发展品牌会展是帮助主办方在同质化展会聚集的市场中脱颖而出的制胜法宝，是吸引有价值的参展商和专业观众的粘合剂。品牌会展是产业发展的指明灯，为推动产业及其上下游产业整合与发展起到了催化剂的作用，它是帮助会展企业实现盈利的助推器。会展业在我国起步较晚，整个行业缺乏顶层规划，各个省市地区各自为营，大肆新建扩建展馆现象严重，新设立的展会主题内容相似度高，同质化竞争越发激烈。我国开设会展专业的高校比例逐年增多，但将会展业与营销学中的品牌管理结合的课程少之又少，尤其对于某些专业性较高的品牌会展塑造的方式，在学术领域，较高质量的相关研究和探讨难以寻觅。 本文以水产专业会展品牌策略研究为切入点，结合品牌会展塑造的特点，以亚太水产养殖展览会为分析对象，研究该展会在水产行业中的价值链定位，并应用DPM动态定位模型加以分析，找到展会在品牌定位中存在的问题，同时在品牌定位的基础上探究其在传播策略上的不足。最后就这些问题对展会的未来发展提出了几点建议：结合产业优势及水产展会的特殊专业背景，准确把握品牌定位；合理组合应用传播渠道，定位传播内容；提高品牌质量，吸引专业人群；加强展会服务，提升品牌价值；希望通过本文对水产专业会展品牌塑造的初探研究，有助于会展业向更深层次专业化的发展，有助于水产行业展会向更加健康的方向发展，让参展企业及专业观众对展会的选择有更加明确的方向，同时也希望更多的专业优秀人才加入到会展行业，为我国本土品牌会展的发展献计献策。

With Chinese economic development entering the new normal historical era, how to adjust and optimize the industrial structure as well as how to transform the economic development way, has become the hot spot which are attracted attention by society. As one of the key components of service industries, the exhibition industry plays the role of combining production and marketing. It plays a driving role in connect with supply and demand parties. For the regional and industrial economic development, it cuts through the product circulation channels. Being a platform for exchanging information with trade and technology off the Internet, the exhibition industry is helping to promote the emotional exchange between enterprises and is creating opportunity for their mutual understanding. Many enterprises will participate in the professional exhibition as their one of important marketing activities. The exhibition is an important place to publicize the brand, promote new products, exchange information and search for effective resources. In recent years, demanding for brand’s exhibitor has gradually increased. The development of branding exhibition is the key to help the committee stand out in the market of homogeneous exhibition, and it is the key to attract valuable exhibitors and professional visitors. The branding exhibition is like a guiding light for the specific industry development, which plays an important role in promoting the integration and development of industry and enhancing its upstream and downstream industries. It will help exhibition enterprise earn profit. The exhibition industry started late in our country, the whole industry lacks the top level planning, each province and city area is excommunicated. New building exhibition hall expand greatly, and newly established exhibitions’ theme are similar. Homogeneity competition is more and more fierce. In China, the proportion of universities with exhibition major has increased in recent years, but there are few courses combining exhibition and brand management, especially for professional area with how to establish brand model. In the academic field, higher quality research and discussion are difficult to find. This article takes the aquaculture specialized exhibition brand strategy research as the cut-in Point, unifies the brand exhibition modeling characteristic, takes the Asia Pacific Aquaculture exhibition as the analysis object, uses the DPM dynamic localization model, discovers the brand localization existence question, according to the brand localization studies its dissemination strategy question. Some suggestions are put forward for its future development combining the advantages of industry and the special professional background of aquatic trade fair, the brand positioning is accurately grasped. Reasonable combination of application of communication channels, location of dissemination content. Improve brand quality and attract professional people; Strengthen exhibition service and enhance brand value. It is hoped that the preliminary study on the brand shaping of the specialized exhibition will help the development of the exhibition industry to a deeper level of specialization, help the development of the exhibition industry to a more healthy direction, and help the participating enterprises and professional visitors to have a clearer direction in choosing the exhibition, and also hope that more professional talents will join us.