国际化大都市的定位及一带一路的战略，为西安会展业实现跨越式发展提供了难得的机遇。然而，历经近10年的发展，西安会展业与国际化大都市的定位有很大差距。假设会展业的产品、价格等营销要素既定，根据顾客价值理论，分析影响会展业价值属性的因素，从会展品牌影响力、服务和人员素质三方面提出了优化西安会展业的营销策略。%The location of the international metropolis and the strategy of One Belt One Road provide a rare opportunity for the leaping development of Xi'an exhibition industry. However, after nearly 10 years of development, there is a big gap between the Xi'an convention and exhibition industry and the international metropolis. Assuming that products, prices and other marketing elements of convention and exhibition industry are established, according to the customer value theory, this paper analyzed factors that affected the property value of the convention and exhibition industry, and from the exhibition brand influence, the service and the quality of personnel, proposed marketing strategy for the convention and exhibition industry in Xi'an.
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