Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)

<Previous Article In Volume
Next Article In Volume>

Enhancing New Media Marketing Strategies for Overseas Exhibition Activities: A Case Study of NEPCON China

Authors
Jiaqi Wei1, *
1Faculty of Innovative Hospitality Management, Macao University of Tourism, Macao, 999078, China
*Corresponding author. Email: w_jq2025@163.com
Corresponding Author
Jiaqi Wei
Available Online 3 December 2025.
DOI
10.2991/978-94-6463-888-2_21How to use a DOI?
Keywords
Exhibition Events; New Media Marketing; Overseas Markets
Abstract

This study addresses critical gaps in existing literature on overseas exhibition marketing by proposing an Integrated Phased-Engagement Framework, which synthesizes Rogers’ Innovation Diffusion Theory and Hofstadter’s cultural adaptation principles. Through a case study of NEPCON China’s 2024 campaign targeting Southeast Asia and the Middle East, the research demonstrates how industry-specific technical localization, culturally embedded compliance, and extended B2B engagement timelines significantly enhance marketing efficacy. Key outcomes include a 60% increase in international pre-registrations and a 35% rise in exhibitor satisfaction, surpassing industry benchmarks. The framework offers actionable strategies for global exhibitors, emphasizing platform-content alignment, AI-driven micro-targeting, and strategic partnerships. This study bridges theoretical and practical divides in cross-cultural technical exhibition marketing, providing a replaceable model for B2B sectors.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
3 December 2025
ISBN
978-94-6463-888-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-888-2_21How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jiaqi Wei
PY  - 2025
DA  - 2025/12/03
TI  - Enhancing New Media Marketing Strategies for Overseas Exhibition Activities: A Case Study of NEPCON China
BT  - Proceedings of the 2025 7th International Conference on Economic Management and Cultural Industry (ICEMCI 2025)
PB  - Atlantis Press
SP  - 206
EP  - 212
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-888-2_21
DO  - 10.2991/978-94-6463-888-2_21
ID  - Wei2025
ER  -