摘要：在当今国际形势复杂多变的大背景下，出海国际展览已成为众多企业拓展国际市场、提升品牌影响力的重要途径。然而，面对诸多不确定性和挑战，企业该如何做出明智的选择，成为了摆在面前的关键问题。

在当今国际形势复杂多变的大背景下，出海国际展览已成为众多企业拓展国际市场、提升品牌影响力的重要途径。然而，面对诸多不确定性和挑战，企业该如何做出明智的选择，成为了摆在面前的关键问题。

宋佳星，作为全球品牌网的资深品牌规划师，对此有着深刻的见解。她指出，在考虑出海国际展览时，企业首先要对目标市场进行深入的调研和分析。了解当地的市场需求、消费习惯、竞争态势等，是成功参展的基础。

同时，宋佳星强调了品牌定位的重要性。企业必须清晰地明确自身品牌在国际市场中的定位，以便在展览中能够精准地展示品牌形象和价值。

在国际展览中，宣传工作的重要性更是不容小觑。宋佳星表示，“单纯依靠展览现场的展示是远远不够的。如今，跨国展览结合媒体宣传已成必然趋势。” 有效的媒体宣传能够提前预热，吸引更多潜在客户的关注，扩大品牌的知名度和影响力。

例如，通过社交媒体平台、行业网站、专业媒体等渠道，进行有针对性的宣传推广，可以让更多的目标客户在展览前就对企业的品牌和产品有一定的了解，从而在展览现场能够更加深入地交流和合作。

实际情况中，我们看到很多成功的案例。那些在出海国际展览中充分结合媒体宣传的企业，往往能够获得更多的商机和合作机会。相反，忽视宣传的企业则可能在众多参展商中被淹没，无法达到预期的效果。

总之，在国际形势多变的情况下，出海国际展览需要企业精心策划、精准定位，并充分重视宣传的力量。只有这样，才能在国际市场的舞台上脱颖而出，实现品牌的国际化发展。

Global Brand Network brand planner Song Jiaxing: How to choose overseas international exhibitions under the changeable international situation

In the current context of the complex and changeable international situation, participating in overseas international exhibitions has become an important way for many enterprises to expand the international market and enhance brand influence. However, in the face of many uncertainties and challenges, how enterprises make wise choices has become a key issue.

Song Jiaxing, as a senior brand planner of Global Brand Network, has profound insights into this. He pointed out that when considering participating in overseas international exhibitions, enterprises should first conduct in-depth research and analysis of the target market. Understanding the local market demand, consumption habits, and competitive situation is the basis for successful participation in the exhibition.

At the same time, Song Jiaxing emphasized the importance of brand positioning. Enterprises must clearly define their brand's positioning in the international market to accurately display the brand image and value at the exhibition.

In international exhibitions, the importance of publicity cannot be underestimated. Song Jiaxing said, "Relying solely on the display at the exhibition site is far from enough. Nowadays, the combination of cross-border exhibitions and media publicity has become an inevitable trend." Effective media publicity can preheat in advance, attract the attention of more potential customers, and expand the brand's popularity and influence.

For example, through social media platforms, industry websites, professional media and other channels, conducting targeted publicity and promotion can allow more target customers to have a certain understanding of the enterprise's brand and products before the exhibition, so that they can have more in-depth exchanges and cooperation at the exhibition site.

In actual situations, we have seen many successful cases. Those enterprises that fully combine media publicity in overseas international exhibitions often can obtain more business opportunities and cooperation opportunities. On the contrary, enterprises that neglect publicity may be submerged among many exhibitors and fail to achieve the expected results.

In conclusion, under the changeable international situation, participating in overseas international exhibitions requires enterprises to carefully plan, accurately position, and fully attach importance to the power of publicity. Only in this way can they stand out on the international market stage and realize the international development of the brand.

来源：一品姑苏城