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With the rapid development of domestic exhibition industry, many cities are actively building their local exhibition brand and establishing a core competitive position. At the same time, the development of new media technology also provides a broad space for exhibition brand promotion. This paper is based on the relevant concepts and theories of new media communication, starting with the characteristics of new media communication, analyzing the dissemination path requirements of exhibition brand under new media, propose using big data, brand website and virtual community as effective ways of brand communication of exhibition, and taking Guiyang Big Data Expo as an example, the dissemination path of exhibition brand in the new media era is explored.

Brand Spreading Path of City Convention and Exhibition Under New Media—Take Guiyang “Big Data Expo” as an Example