Trade shows have become a key source of information/knowledge. However, there is a paucity of empirical studies about this topic. So, the objective was to analyze, in B2B trade show context, the effects of competitive intelligence and the information management system on the exhibitor's marketing strategy. This study uses a primary and quantitative approach. Data collection happened through the exhibitors' responses to a questionnaire. The collected data was analyzed with the support of SPSS24 and AMOS20 software. The data analysis techniques were several, such as factorial analysis, confirmatory analysis—structural equations modeling. The study also included a complementary examination through an ANOVA. The study proposed and tested a conceptual model of the dynamic relationship between Competitive Intelligence, Information Management System, and Intelligent Marketing Strategy, in B2B trade show context. Moreover, the results demonstrate the importance of the Information Management System as a mediating factor between competitive intelligence and marketing strategy. Lastly, the study reveals that the level of frequency of participation positively influences the Intelligent Marketing Strategy. This study has implications for exhibitors and organizers of B2B trade shows and is a pioneer in analyzing the effects between the above variables in B2B trade show context.

贸易展览已成为信息/知识的重要来源。但是，关于此主题的实证研究很少。因此，目的是在B2B贸易展览的背景下分析竞争情报和信息管理系统对参展商营销策略的影响。本研究采用主要和定量的方法。数据收集是通过参展商对调查表的答复进行的。在SPSS24和AMOS20软件的支持下分析了收集的数据。数据分析技术包括析因分析，验证分析，结构方程建模等多种技术。该研究还包括通过方差分析进行的补充检查。该研究提出并测试了竞争情报之间动态关系的概念模型，B2B展会背景下的信息管理系统和智能营销策略。此外，结果证明了信息管理系统作为竞争情报和营销策略之间的中介因素的重要性。最后，该研究表明，参与频率的水平对智能营销策略具有积极影响。这项研究对B2B贸易展览会的参展商和组织者具有重要意义，并且是分析B2B贸易展览会上下文中上述变量之间的影响的先驱。该研究表明，参与频率的水平对智能营销策略具有积极影响。这项研究对B2B贸易展览会的参展商和组织者具有重要意义，并且是分析B2B贸易展览会上下文中上述变量之间的影响的先驱。该研究表明，参与频率的水平对智能营销策略具有积极影响。这项研究对B2B贸易展览会的参展商和组织者具有重要意义，并且是分析B2B贸易展览会环境中上述变量之间的影响的先驱。