Purpose/SignificanceFrom the micro perspective of Hangzhou convention and exhibition enterprise cognition, this paper analyzes the overall cognition of Hangzhou convention and exhibition enterprises to the development of convention and exhibition industry and the perception evaluation of the development environment of Hangzhou convention and exhibition industry through questionnaire survey and relevant data, in order to clarify the relevant business trends and main demands ofconvention and exhibition enterprises in Hangzhou.

Method/ProcessThe study did an investigation with questionnaire designed by Questionnaire Star, and a survey for the group members in WeChat groups of Hangzhou convention and exhibition industry.The survey data was analyzed by SPSS 21.0, then the conduct descriptive statistics was done and data mapping optimized by Excel 2016.

Result/ConclusionThe results show that Hangzhou has outstanding advantages in the development of convention and exhibition industry, where e-commerce exhibition industry is favorable. Others categories such as art exhibition, cultural creativity, high-end animation, new and hightechnology, domestic and international conferences, and medical and pharmaceutical exhibition are all included in the business strategic framework of Hangzhou convention and exhibition industry.However, there are some problems in the development in Hangzhou convention and exhibition industry. Based on the above analysis, the paper puts forward two targeted suggestions. One is the response and satisfaction of enterprise demands in development, the other is strengthening and improving service management function of industry associations.