How to write the outline of the paper "Current Situation and Countermeasures of China Convention and Exhibition Industry"?

(a) The role of disseminating information, knowledge and ideas, promoting economy and trade, and communication. Convention and exhibition industry belongs to service industry and has the characteristics of service industry. As an effective business platform and communication intermediary between enterprises and between enterprises, consumers and the public, it is different from other service industries and has its own personality. By participating in the exhibition, enterprises can spread information, knowledge and ideas, promote economic trade and exchanges, and at the same time bring considerable economic benefits to enterprises and establish a brand image.

(two) to improve the visibility of the host city and promote the local economic development. In fact, an international conference or exhibition can not only bring considerable economic benefits, but also bring immeasurable social benefits. Some of these social benefits are immediate, and more are subtle and gradually effective. The development of exhibition activities can improve the visibility of the host city, thus attracting more investment and promoting local economic development. For example, the success of the Fortune Forum and apec meeting in Shanghai has effectively enhanced Shanghai's international reputation, enhanced its status as an international financial and business center, and promoted the economic development of the Yangtze River Delta region centered on Shanghai.

(3) the role of promoting the development of related industries. Every conference or exhibition will attract a large number of business guests and tourists, which will inevitably promote the development of the tertiary industry such as transportation, tourism and catering. In addition, the continuous development of convention and exhibition industry will increase the number of exhibition and conference venues, thus accelerating the direct investment in infrastructure and promoting the development of primary and secondary industries. According to the calculation, the maximum driving coefficient of convention and exhibition industry is 1: 9. If the income of exhibition venues is 1, then the social income of related industries driven by them is 9.

(4) the role of increasing a large number of employment opportunities. Because China is a country with abundant labor force and relatively short of resources. In the past 20 years of reform and opening up, the tertiary industry has absorbed a large number of labor and created many employment opportunities, which will promote the synchronous development of transportation, tourism, catering, infrastructure and other related industries and play a great role in social and economic development and social stability. The development of these industries will play a positive role in increasing a large number of social jobs, such as Beijing's successful Olympic bid, which will create millions of jobs. In China, convention and exhibition industry is a new service industry, but its social and economic benefits and employment opportunities are enormous.

Second, the analysis of the development status of China's convention and exhibition industry after China's entry into WTO.

At present, China holds more than 1200 exhibitions every year, which is 10 times of the total number of domestic exhibitions in the 20 years before the reform and opening up. According to incomplete statistics, 1998 middle 1262, 1999 middle1326,2001middle 1500 or more. In terms of types, exhibitions have developed from comprehensive to professional, such as automobile exhibitions, industrial exhibitions, and education exhibitions for studying abroad. Some professional exhibitions have been recognized by international authoritative organizations in the industry. At present, there are 147 exhibition venues in China, some of which have corresponding supporting facilities for holding international exhibitions. In addition to professional exhibition companies, various professional associations, intermediaries, advertising companies, media, mass organizations and universities have also joined in. At the same time, the convention and exhibition industry has brought huge profits and unprecedented economic prosperity to the organizers, and the convention and exhibition industry in China has developed rapidly at a rate of 20% every year. According to incomplete statistics, in recent 10 years, China's foreign trade export turnover through exhibitions has reached more than 34 billion US dollars, and the domestic trade turnover has reached more than 12 billion RMB. (Source: the author's research)

However, judging from the current development status of China's convention and exhibition industry, there is still a big gap compared with the same industry abroad.

(A) differences in management systems. The management of foreign convention and exhibition industry mainly depends on self-discipline mechanism and self-discipline norms, and government intervention is generally reflected in the investment in infrastructure and the assistance of international large-scale exhibitions. But there is no unified exhibition management department and industry self-discipline organization in China. According to the current exhibition management measures, all ministries and commissions in the State Council and their affiliated industry and trade companies, foreign trade companies, associations, chambers of commerce, China Council for the Promotion of International Trade and its industry branches and local branches, local governments or foreign trade authorities of provinces and cities, exhibition venues and overseas exhibition institutions can hold exhibitions. This multi-level and multi-channel exhibition situation has caused too many exhibitions, and even a "bubble" phenomenon has appeared in some places, which makes the exhibition management chaotic. Moreover, China's convention and exhibition industry still maintains the convention and exhibition approval system and the qualification system of convention and exhibition companies formed during the planned economy period, and has not yet integrated with the market to form a competitive mechanism for survival of the fittest. As a result, some exhibitions exist because of the support of the government, although their quality is poor and their organization and services are seriously lacking.

(2) Differences in exhibition venues and facilities. Compared with foreign countries, China's existing exhibition infrastructure is relatively backward. In terms of exhibition area, the total exhibition area in China is about 6,543,800 square meters. There are only a few large exhibition halls with an exhibition area of over 6,543,800 square meters, such as China Export Commodities Fair, Shanghai New International Expo Center and Shenzhen International Convention and Exhibition Center. Compared with the 650,000-square-meter exhibition halls of internationally renowned exhibition centers such as Milan International Exhibition Center, it is more difficult for domestic venues to hold super-large exhibitions and conferences. Although there are exhibition halls in cities all over the country, most of them are small in area, single in function, backward in facilities, low in service level, uncompetitive and unable to hold international famous exhibitions. Most of them can only undertake some low-grade exhibitions. Foreign pavilions are not only large in area, but also very convenient in transportation. Trains, subways, helicopters and other means of transportation can go directly to the exhibition hall. The exhibition venue provides a full range of services, including conference rooms, office space, banks, post offices, customs, aviation, translation, daily necessities, shops, restaurants, warehouses, parking lots and so on. The overall service system makes the exhibition hall a city within a city. Compared with foreign countries, China's exhibition facilities, such as catering, transportation, communication and other supporting facilities, also have a great gap, especially the application of network information technology in domestic exhibition halls is not universal, which restricts the improvement of domestic exhibition level.

(3) Differences in exhibition orientation. Most exhibitions lack clear positioning and backward organization and management mode. Compared with internationally renowned exhibitions, China's exhibitions lack clear positioning. Let exhibitors "eat tasteless, but it is a pity to abandon it". Some exhibitions are full of products of various grades and quality. Some are called international famous brand boutique exhibitions, which are actually similar to the bargaining in bazaars, and some even become places to deal with the backlog of goods. Some exhibitors also lack positioning, the purpose of participation is not clear, and most manufacturers just "sit and entertain guests".

(4) Differences in service levels. At present, among more than 30 domestic exhibitions, only a few have set up relevant service providers, legal consulting institutions and professional visitors' sign-in systems. In most cases, some problems encountered by visitors and visitors during the exhibition are difficult to solve, and the situation after the exhibition is unknown. At the same time, there are still some shortcomings in the construction of hardware facilities, such as no post office, necessary commercial service departments and special line transportation. And these aspects can be said to be readily available at foreign exhibitions. Therefore, the service level of China convention and exhibition needs to be improved. In this respect, we can learn from Hanover, Germany. Large-scale professional exhibitions such as cebit Exhibition and International Industrial Exhibition held here every year have taken billions of dollars from the pockets of visitors from all over the world gathered here. Its secret is that everything revolves around the exhibition and serves the visitors. The layout of exhibition venues puts comfort first, with good ventilation, bright light, suitable temperature and loose layout. In many exhibition venues, coffee stalls can be seen everywhere for people to rest, chat, communicate and negotiate business. With the pavilion pass, it is very convenient to take a bus in the city. Convention and exhibition industry is a service industry, different from manufacturing industry. If we don't work hard on the service level, China's convention and exhibition industry will have no future.

(5) Difference of exhibition talents. At present, China's exhibition industry professionals are scarce, and the professional skills and management level of most employees are far from those of developed countries. This is a major factor that affects the development of convention and exhibition industry in China. In addition to historical reasons, it is also very important that there is no place in China to train exhibition professionals. Like Hanover and Frankfurt, among the top executives of foreign convention and exhibition companies, many China people have dug up land from domestic convention and exhibition companies. The advantages of developed countries in foreign convention and exhibition industry lie in advanced management experience, standardized service standards and processes, and advanced talent mechanism. Therefore, China convention and exhibition industry should establish an advanced talent mechanism to prevent brain drain while cultivating professionals.

Thirdly, the development countermeasures of China's convention and exhibition industry after China's entry into WTO.

Last year, China officially became a member of the WTO in February 1 1. What impact will China's entry into WTO have on China's convention and exhibition industry? According to the relevant provisions of the General Agreement on Trade in Services and the information released by the government of China, the convention and exhibition industry is not included in 1 1 service trade industry. Judging from the WTO negotiations, our government has not made a commitment to the opening of the exhibition industry after China's accession to the WTO, and WTO members have not made any demands in this regard. In addition, according to the relevant regulations of the Ministry of Foreign Trade and Economic Cooperation, after China's accession to the WTO, foreign investors are still unable to register and set up wholly-owned exhibition companies in China, but they can set up joint ventures with China. According to the actual situation of China's current exhibition market, the examination and approval system can not be abolished, so it is still effective to implement the examination and approval management system for exhibitions in China, which is also in line with WTO regulations, that is, to protect national industries and emerging industries in developing countries. Despite the above favorable factors, after all, when the "wolf" comes, we must have a sense of crisis and urgency. Overseas multinational exhibition institutions have rushed to the China market and set up institutions or joint ventures, such as Hanover, Cologne and Egdo in Germany, and Milan International Exhibition Center in Italy, which has set up branches in Beijing and Shanghai. China's convention and exhibition industry will face a more direct and intense impact from foreign counterparts. The immature convention and exhibition industry in China will face more fierce competition, and the convention and exhibition economy will be in line with international standards at a faster speed. In this situation, the development of convention and exhibition industry in China has both new opportunities and more severe challenges. In this regard, the author puts forward the following suggestions for the future development of China's convention and exhibition industry:

(1) Abide by the rules and play the role of trade associations. After China's entry into WTO, the government is determined to abide by the rules, change its functions, and withdraw from direct intervention and management in the operation of market economy. Gone are the days when government and enterprise were not separated. The service and management functions that enterprises can expect, such as relationship coordination, information transmission and market regulation, will be carried out by trade associations. Therefore, we should give full play to the role of associations and strengthen industry self-discipline and coordination. Establish a national convention and exhibition industry management organization as soon as possible, and adopt high-tech means such as computer network technology to establish an information network covering the whole country; Straighten out the relationship with customs, taxation and other relevant departments, cancel the multi-track price system, establish an open, fair and just exhibition environment and competition order, and strive to achieve standardization in operation as soon as possible and gradually integrate with international practices. In addition, the transformation of government functions does not mean the complete liberalization of the market. On the contrary, the government's macro-control will be market-oriented, and the quality of exhibitions and the qualifications of exhibition companies will be dynamically evaluated and certified, and the approval system will gradually transition to the standard system and registration system. So that the exhibition industry can have "laws" to follow and "chapters" to follow. It is reported that at present, the relevant departments of our government are formulating relevant laws and regulations on the management of the exhibition industry, and some local governments are also working on the legislation of the exhibition industry. For example, the first local regulation of domestic exhibition industry, Shanghai Exhibition Regulations, has entered the drafting stage. The main content is to straighten out the legal relationship between administrative departments and customs, commodity inspection, industry and commerce, taxation and other departments, overcome the disadvantages of multi-head management, and also consider the qualification requirements and legal procedures for exhibition companies to hold exhibitions.

(2) Improve service level and speed up personnel training. Convention and exhibition industry belongs to the service industry in the tertiary industry. It is different from the primary industry and the secondary industry, and it is a marketing process. The key is talents, customers and services, and the demand for funds is not outstanding. To improve the service level, we should not only improve the software services, such as the establishment of relevant service providers, legal consulting institutions, professional audience sign-in systems, but also improve the construction of hardware facilities, such as the establishment of post offices, necessary business service departments, special traffic lines, etc. After China's entry into WTO, more foreign investors and exhibition managers will enter China, bringing advanced experience and ideas of international convention and exhibition industry. With good ideas, you can cultivate your own exhibition talents, formulate rules and systems, and improve software and hardware services. The shortage of exhibition professionals is the bottleneck restricting the development of exhibition industry, so it is urgent to speed up the training of exhibition professionals. Relevant departments should organize training courses and lectures for exhibition professionals in a timely manner. This kind of training class and lecture is very important, because students studying in colleges and universities will not be able to master professional theory for as little as three years from now, and for as long as four to five years, it will take too long to hydrolyze their thirst. At present, most people engaged in exhibition work have practical experience, but lack theoretical knowledge and advanced and modern exhibition management methods. If they can pass short-term training, they can achieve immediate results.

(3) The exhibition should be industrialized and branded. After China's entry into WTO, with the opening of China's service trade, a large number of foreign exhibition companies have intensified the competition in China's exhibition market, prompting China's exhibition industry to face the market, carry out cross-regional and cross-departmental strategic restructuring in the competition, set up exhibition groups, realize capital expansion, improve the scale of enterprise organizations, and embark on the road of industrialization.

In order to accelerate the development of convention and exhibition economy, the convention and exhibition industry must establish brand awareness, find the leading role of convention and exhibition, and give full play to the overall effect of urban convention and exhibition industry. Nowadays, economic globalization has become an inevitable trend, and the development of convention and exhibition industry is no exception. In the long run, to develop local exhibition economy, we must face the international market and form a brand. The world-famous exhibition cities are all like this: when you mention Hanover, Germany, you know that this city has famous exhibitions in telecommunications technology and mechanical equipment engineering; When it comes to Las Vegas, we will soon think of comdex. Paris, France, known as the "exhibition capital", is famous for its exhibition of fashion and cosmetics, and always leads the world trend; Hong Kong is famous for its exhibitions of jewellery, furs and toys. It is not difficult to see that the brand of convention and exhibition industry in a city is closely related to its own economic and industrial development characteristics. To develop exhibition economy vigorously, we must build a city brand of exhibition industry according to our own economic development direction. Establishing brand exhibition needs clear positioning. If it is a company with successful exhibition experience and has been operating well-known domestic exhibitions, it must always pay attention to the industry trends in the international market, actively join hands with relevant foreign institutions, and strive to expand the visibility of the exhibition in the international market; If the company's exhibition is still in the domestic regional advantage or developing a new theme exhibition company, then your first business idea should be to strive to expand the influence of your exhibition in China, just like Haier in China, to be successful in China and powerful in the world.

(4) The Internet can be used to complement each other between physical exhibitions and online exhibitions. For the Internet, people are generally more happy than worried. The arrival of the Internet era has brought new opportunities to the convention and exhibition industry, and online exhibition has become a new scene and bright spot of the convention and exhibition industry. As we all know, the construction of venues is characterized by large investment, long period and high risk. Building a virtual exhibition hall and holding a virtual exhibition on the Internet can save a lot of time and money and greatly improve the efficiency of the exhibition. There is a big gap in the construction of exhibition halls in China, so it is necessary to expand and build new exhibition halls in exhibition centers and cities such as Beijing, Shanghai and Guangzhou, but it is unwise to be divorced from reality and blindly compare with others in the construction of exhibition halls. China's convention and exhibition industry can win the advantage of latecomer with the help of the Internet. Some small-scale exhibition halls or exhibition hall companies with good reputation and rich management experience can use online exhibitions to open up development space and gather new competitiveness. Because the internet has unparalleled permeability and universality, it can transcend the limitations of time and space. However, even in the fairly perfect Internet era, online exhibitions and transactions will not completely replace traditional exhibitions and transactions, but complement each other better, optimize the configuration and improve them, because each one has irreplaceable characteristics and functions.

(5) Promote the exhibition and promote the exhibition. Conference is a general term for reports, seminars, exchanges, briefings and lectures. Meetings are a direct and effective way for exhibitors to expand the influence of their products and services in the local market. Meetings can attract many experts, decision makers and influential people in the corresponding industries; The meeting can be to introduce the performance, use and usage of the product; We can discuss production, supply, sales and other links, and we can also supplement the exhibition under special circumstances that cannot be expressed in the exhibition. Because the form of the exhibition is relatively simple, it is necessary to hold a meeting with the direct purpose of enriching and supplementing the exhibition content. Exhibition and conference are complementary activities. Only in this way can the diversified functions of the exhibition be brought into full play.

(six) actively introduce foreign capital, improve the quality and level of foreign capital utilization in the exhibition industry. After China's entry into wto, it is inevitable that foreign capital will enter China's convention and exhibition industry. While seeing that foreign capital has seized the market share of China's convention and exhibition industry, we should also see that the introduction of foreign capital can provide the necessary funds for the equipment transformation and technological innovation of China's convention and exhibition industry, and can bring advanced concepts and management technologies to the operation and operation of the convention and exhibition industry, thus promoting the healthy development of China's convention and exhibition industry to a certain extent. Therefore, under the principle of serving us, we should actively introduce foreign capital and realize the standardized development of convention and exhibition industry as soon as possible.

(7) Take advantage of local advantages. At present, exhibitions all over the world are sponsored by domestic trade organizations, which need not only the recognition of foreign exhibitors, but also the active participation of domestic enterprises. In this respect, domestic exhibition companies have obvious advantages over their foreign counterparts. But at present, many domestic enterprises pay insufficient attention to the exhibition. Therefore, domestic exhibition companies should make use of local advantages to make domestic enterprises realize that exhibitions, as an effective business platform among enterprises, have incomparable advantages over other marketing media. It will become an important marketing activity for enterprises to promote products and establish brand image by participating in exhibitions. It is undoubtedly of great significance for the healthy development of China's convention and exhibition economy to improve domestic enterprises' understanding of convention and exhibition functions and strengthen their display ability.

(8) Strive for unity and diversified development. As China's convention and exhibition industry enters the era of fierce competition, it is not easy for some convention and exhibition companies that have just started or are struggling to survive in the convention and exhibition industry to develop new projects. In order to survive, we might as well consider cooperating with well-known exhibitions at home and abroad to earn commissions as exhibition agents, and at the same time learn some good exhibition operation experience from big companies. Being an exhibition agent also needs to pay attention to some common sense. For example, when cooperating with well-known foreign exhibitions, we should consider whether China's products are competitive in the international market and whether domestic enterprises can play a promotional role after going abroad to participate in exhibitions; On the other hand, when domestic famous exhibitions are looking for foreign exhibitors, they should also consider the competition status of this industry in China, and whether foreign manufacturers are eager to seize the China market or expand their market share in China. These are the keys to the success or failure of this institution.

Exhibition economy is actually a big industry. Imagine: the efforts made by countries around the world to host sports events such as the Olympic Games and football championships; Secondly, there are warm scenes of cultural performances or large-scale concerts; There are also media publicity in various economic and academic forums or various investment promotion activities; There will be various festivals or other large-scale public relations activities and conference receptions throughout the country. All of the above actually belong to the category of exhibition economy. Therefore, it is suggested that some exhibition companies should not always focus on commercial exhibitions. As long as you think more about its business scope when you apply for a business license, there is still a lot of room for the exhibition industry.

Looking at the overall situation of the international convention and exhibition industry, developed countries in Europe and America undoubtedly occupy an absolute advantage in the competition of the international convention and exhibition industry, which is inseparable from the absolute advantages of western developed countries in terms of capital, technology and information. For developing countries, with the process of global economic integration, the concept of exhibition economy has been attached importance by most countries. Although the imbalance of regional economic development has affected the absolute market share of developing countries in the convention and exhibition industry, the great potential of economic development in developing countries has also attracted the forward-looking convention and exhibition industry, making it a key factor for the sustained growth of the international convention and exhibition industry in the next few years. China is one of the countries with the fastest gdp growth and the largest population in the world, but the position of China in the international convention and exhibition industry is far from matching that of China. Therefore, the author firmly believes that there is a huge space for the development of China's convention and exhibition industry, only to be explored by people, but hopes that domestic convention and exhibition companies will "dance with wolves" under the impact of foreign convention and exhibition giants, seek development in competition and learn from setbacks. Wto is not terrible, and competition is not terrible. What is terrible is only a wait-and-see attitude and a short-sighted and narrow-minded vision. Only by adjusting the mentality, keeping a good posture, focusing on the overall situation, and starting from small things, can wto be truly called a happy event for China Exhibition Company, and China Exhibition Company will therefore keep pace with the times and create greater glories on the new international stage.