The exhibition industry of Russia under the influence of competitive forces

Abstract

The article is devoted to the complex research of the competition conditions in Russian exhibition branch on the basis of Porter-Downes’ model taking into account globalization, digitalization and deregulation processes. The main content of the research consists of the estimates of the competitive forces operating in Russian exhibition sector. The accruing threat for exhibitions from actions-substitutes, alternative products and innovative technologies is characterized in detail. The considerable attention is paid no the analysis of the threat proceeding from new «players» - network exhibition projects with world famous brands which are initiated by foreign companies. Their competitive advantages and receptions for getting in Russia are discussed. It is claimed that the reasons for suppliers market power weakening are in essential expansion of Russian exhibition areas, and also in abundance of market offers from providing enterprises to exhibition business. Among the proofs of participants market power strengthening some evidences of exhibitors unity growth against their not redundancy as well as facts of competent visitors number reduction are submitted. As one more competitive force Russian state is considered. It is shown that in exhibition sector of Russia the intense competition takes place.