The History and Future of Transactional Exhibition Researches
——A Foreign Literature Review Based on Marketing Perspective
JIA Min-jiang1 and LU Li2 （1.Chengdu University，Chengdu610106，China；2.Sichuan University，Chengdu610065，China）
Abstract：At present，the convention and exhibition industry is still a new industry in China. And the transactional exhibitions have not yet received sufficient attention from domestic marketing scholars，and most papers are in the field of tourism. Based on a comprehensive study of foreign literatures with Citespace software，it is found that exhibition is an integrated marketing communication method，and marketing is the main subject perspective of research whose contents include exhibitors' motivation，goals，plans and performance evaluation. It is suggested that the researchers in the future should pay attention to the detailed analysis of the exhibition visitors，the dynamic changes of the exhibitors' participation，the marketing effects of the event portfolio and the differences among the exhibition types.
Key words：transactional exhibition；marketing；literature review；performance-influencing factors