The convention and exhibition industry possess of the characteristics such as strong industry connection and rich industry profit etc, so more and more countries attach great importance to developing its country's convention and exhibition industry because this industry can engender huge society and economic effects to the country. Shanghai is our country's society, economic and civilization center, so the development of the convention and exhibition industry has had the fixed foundation. According to "shanghai city 15th plan", it has clearly and definitely decided to build up shanghai to be the international convention and exhibition industry center. Therefore under this background, it is very necessary to make clear the superiority and inferior strength, opportunity and challenge of shanghai convention and exhibition industry, and also it will be very useful and meaningful to guide the future development of shanghai convention and exhibition industry. Combined with the reality of shanghai convention and exhibition industry, this article applies the marketing theory and method to study the present situation of shanghai convention and exhibition industry, and also it carry on a SWOT's analysis, namely analyzing the strengths and weakness, opportunities and threats of shanghai convention and exhibition industry. Based on these, this paper puts forward the development objective and corresponding standard that shanghai convention and exhibition industry should achieve in the future. In order to realize these goals, it also proposes the related developing countermeasures of shanghai convention and exhibition industry, including the management of the convention and exhibition industry, the propaganda of the convention and exhibition industry even the cultivation of professional convention and exhibition personnel. Finally this article stressed that developing convention and exhibition industry in Shanghai can be regard as systematic engineering, the development of the convention and exhibition industry should be coordinated with the overall development and construction of Shanghai city.