Research on Jiangsu Exhibition Industry Planning (urgent! ! ! ! )

Convention and exhibition industry is a new service industry with wide influence and high correlation. The exhibition economy has gradually developed into a new growth point, and the exhibition industry is one of the industries with great development potential. In the new era, we must vigorously develop the exhibition industry and comprehensively enhance the exhibition economy.

The status and function of convention and exhibition industry are increasingly prominent, involving many industries such as industry, agriculture, commerce and trade, which has great influence on adjusting structure, opening up markets, promoting consumption, strengthening cooperation and exchanges, expanding product exports and promoting rapid, sustained and healthy economic development.

It plays an important role in urban construction, spiritual civilization construction and harmonious society construction, showing its special status and role, and is emerging day by day. Specifically reflected in:

First, it can produce a strong interactive win-win effect. Convention and exhibition industry can not only bring direct income such as venue rental fees and construction fees, but also drive or indirectly drive the development of dozens of industries, directly creating related income such as commercial shopping, catering, accommodation, entertainment, transportation, communication, advertising, tourism, printing and real estate. It can not only gather popularity, but also promote the development of major industries, which has a great influence and catalytic effect on the economic development and social progress of a city or region. According to relevant statistics, a good exhibition can boost the economy to 1: 9, or even higher.

Second, access to quality resources. The exhibition industry has gathered huge information flow, technology flow, commodity flow and talent flow, which means that all industries gain comparative advantages in products, technology, production and marketing, optimize resource allocation and enhance comprehensive competitiveness in the opening tide. The development of convention and exhibition industry can constantly create "myths", and Boao effect is one of the most typical examples. After Boao, a remote hometown, was built into an international conference center, it attracted many conference organizers, participants and tourists at home and abroad with its good ecological, humanistic and public security environment.

Third, support can be enhanced. The development of various industries, especially the manufacturing industry, needs the cooperation of related service industries, and the acceleration of new industrialization and new rural construction is also inseparable from the support and help of the convention and exhibition industry. Among them, exhibition is an extremely important service content. As a special service industry, exhibition economy can serve and enhance the radiation and influence of the city facing the surrounding areas. Therefore, the exhibition economy has great efficiency.

Fourth, it can increase employment opportunities. With the increase of exhibition activities in recent years, the exhibition industry can not only provide employment opportunities, but also stimulate and promote employment.

Fifth, it can become the "wind vane" of economic development. Exhibition is closely related to economy, showing the achievements of economic development. The development of exhibition economy will directly stimulate the market prosperity of trade, tourism, hotels, transportation, finance, real estate, retail and other industries. Large-scale and professional exhibitions are often a barometer of the market share and profit prospects of products or technologies, which promote the development and progress of commodity trade, investment cooperation, service trade, high-level forums, cultural exchanges and other aspects.

In fact, China's convention and exhibition industry started earlier, especially in recent years, the convention and exhibition industry has sprung up suddenly, showing a good development trend. Mainly manifested in:

First, the scale of construction continued to expand. According to the statistics of relevant departments, there are more than 50 large and medium-sized exhibition venues/kloc-0, with an exhibition area of more than 3 million square meters in China, which has exceeded the exhibition area of Germany, which is known as the "world exhibition power", and has a number of modern exhibition venues with international standards. At present, the construction of exhibition halls all over the country is in the ascendant. According to incomplete statistics, the exhibition area of various exhibition centers under construction or planned in the next three years may exceed 6,543,800 square meters.

Second, the exhibition activities are unprecedentedly active. According to relevant surveys, the number of exhibitions held and participated in is increasing. In 2004, there were more than 3,000 exhibition projects in China, and nearly 800 exhibitions were held abroad. There are more than 5 million exhibitors and nearly 20 million professional visitors. There are more than 5,000 festivals and hundreds of millions of tourists. The exhibition revenue has increased significantly. At present, the direct income from holding various exhibitions exceeds 654.38+0 billion yuan, and the indirect income from tourism, catering, transportation, advertising, entertainment, real estate and other industries reaches hundreds of billions of yuan.

Third, the exhibition forms are rich and colorful. After years of development, some comprehensive exhibitions led by the government have changed to professional exhibitions, and some have become well-known exhibitions with the improvement of marketization, specialization and internationalization. It has cultivated a number of well-known exhibition brands with characteristics, high level and great influence, such as Canton Fair, High-tech Fair and Shanghai Fair. The proportion of professional exhibitions has increased, involving almost all sectors and major industries of the economy. For example, Beijing Machine Tool Exhibition, Textile Machinery Exhibition, Metallurgical Foundry Exhibition and Printing Exhibition have ranked among the four international exhibitions, and Zhuhai International Air Show has become the second largest air show in Asia. The Canton Fair, which is known as the "first exhibition in China" and enjoys the reputation of a global trade exhibition, has the longest history, the largest scale, the highest level, the widest influence, the most complete variety of goods and the largest number of participants.

Fourth, the main body of group exhibition is diversified. At present, there are five main subjects: first, government agencies, including government departments and institutions, undertake all kinds of major economic and trade negotiation exhibitions and comprehensive exhibitions led by the government, and the government-led exhibitions are still a highlight. Large-scale exhibition activities are jointly organized by national ministries and commissions and provincial and municipal governments, and many of them are attended by senior leaders, who give speeches, cut the ribbon and inscribe; Second, trade associations, and most influential professional exhibitions are led or hosted by trade associations; Third, state-owned enterprises, a few state-owned enterprises organize business exhibitions and so on; Fourth, private enterprises, individual and private enterprises are involved in the exhibition industry, either main or part-time, with more than 1000 private enterprises operating in Beijing, Shanghai and Guangzhou; Fifth, foreign-funded enterprises, overseas exhibition companies form partnerships with relevant domestic units to carry out overseas and domestic exhibitions. According to incomplete statistics, nearly 40% of international professional exhibitions held in China are attended by overseas companies.

Fifth, the agglomeration effect of the exhibition is outstanding. Mainly distributed in Beijing and Shanghai, Guangzhou, Dalian, Shenzhen, Xiamen and other economically developed areas. Relevant survey data show that Beijing is the first province and city that holds the most exhibitions in China, followed by Shanghai and Guangdong. From the perspective of exhibition revenue, Guangdong, Beijing and Shanghai occupy a monopoly position, accounting for nearly 90% of the national exhibition revenue. At the same time, the emerging exhibition market and some exhibition group companies with certain strength have gradually formed.

To sum up, the exhibition industry has a high starting point, rapid development, large quantity, high degree of specialization and internationalization, complete categories, strong trade color, concentrated well-known brands, great influence by location advantages and industrial structure, and wide radiation, which has become the highlight of local economic activities.

The good development momentum of convention and exhibition industry in China gave birth to convention and exhibition education in colleges and universities. After a short gestation period, China's exhibition academic education mushroomed in 2004, mainly because everyone was optimistic about the prospects of the exhibition industry. However, it is not easy to run exhibition education well. At present, the enrollment of exhibition majors, the publication of exhibition teaching materials, exhibition training, etc. There is more or less a phenomenon of "shaving your head and carrying your load", which needs to be treated calmly.

Exhibition education is the foundation of developing China's exhibition industry, and school training is the cornerstone of exhibition education. The exhibition talents in China need to be trained in different levels and stages. Both the viewpoint of "emphasizing education over training" and the viewpoint of "emphasizing training over education" are biased. We should learn from the experience of the tourism industry, adhere to the principle of walking on two legs, advocate "learning by doing, combining learning with doing", and advocate the combination of school education and on-the-job training. In the school education stage, we should advocate the combination of classroom teaching and practical training.

Exhibition is to integrate resources, and exhibition education resources also need to be integrated. While integrating the superior resources in the school to serve exhibition education, schools should regard excellent exhibition enterprises as their important teaching resources. Similarly, exhibition enterprises should also regard universities as their "talent pool" and important partners. Where conditions permit, "order-based" training can be implemented, and schools can determine the training objectives and training methods according to the requirements of enterprises.

As far as I know, the current qualification certification of the exhibition industry includes exhibition planning, exhibition merchants and registered exhibition managers.

Exhibition planning is the personnel engaged in market research, scheme planning, sales and operation management of exhibitions. His core skills include market research, project establishment, investment promotion, exhibition invitation, budget and operation management, project sales and on-site operation management.

The scope of exhibition business department is wider, which refers to professionals engaged in exhibition planning, preparation, exhibition management and service, post-exhibition follow-up service, exhibitor project promotion and exhibition marketing.

The registered exhibition manager training system (CEM) is a training course for exhibition managers launched by the International Exhibition Management Association. Generally, the training object is exhibition managers with certain experience (generally more than three years), and they are generally required to take a certain number of compulsory courses and elective courses and pass the corresponding examinations. Exhibition practitioners who have passed the training and passed the examination shall be awarded the certificate of "Registered Exhibition Manager" as an important symbol of theoretical knowledge and professional skills.

2006 "Exhibition Planning and Practice" Post Qualification Examination Scheme (Trial)

Exhibition is known as the "booster" of economic development and social progress. Modern convention and exhibition industry originated from international metropolis and famous tourist attractions. According to experts' prediction, with the success of China's Olympic bid and Expo bid, Shanghai will become an important exhibition center in the Asia-Pacific region in 2 1 century. Exhibition talents are increasingly becoming one of the scarce talents in Shanghai's economic and social development.

Eight trends in the development of convention and exhibition industry in China

In August, 1999, the president and executive director of the International Conference and Convention Association (ICCA) visited China, which marked that international conference organizations began to target the China market. Executive director Tom? Mr. holden expressed his views on the prospect of China's convention and exhibition industry: China is an international market with great potential, and we decided to enter the China convention and exhibition market from a high level to help China become a new conference destination in the world. Indeed, although the development of China's convention and exhibition industry is still far from commensurate with its status as a big country and its resource conditions, in the new century, with the changes in the world economic structure and the deepening of China's reform and opening up, China's convention and exhibition industry will win many development opportunities, especially the accession to the WTO will bring about a series of changes in the management system and operation mechanism of China's convention and exhibition industry. To sum up, in the coming period, the development of convention and exhibition industry in China will present the following eight trends:

1, globalization trend

After China's entry into WTO, the biggest practical problem facing domestic industries is globalization, and the convention and exhibition industry is no exception. Compared with other industries, China's convention and exhibition industry has relatively few barriers. Therefore, the impact on the convention and exhibition industry after China's entry into WTO will certainly not be as strong as that in the financial, agricultural products, manufacturing and other industries, but not being strong does not mean that there is no impact. The General Agreement on Trade in Services requires all member countries to implement the same non-discriminatory and unconditional MFN treatment for trade in services as for trade in goods. As a special service industry, the convention and exhibition industry will naturally be bound by this agreement.

In addition, China's accession to the WTO can bring advanced management experience and exhibition technology to the domestic exhibition industry, especially in the division of labor and cooperation between the supporting service departments of the exhibition industry and the effective docking between the exhibition industry and the tourism industry, which will certainly improve the supervision level of the domestic exhibition management departments. Facing the opportunities and challenges brought by China's entry into WTO, China's convention and exhibition industry should make good preparations in two aspects, namely, formulating domestic trade regulations and getting familiar with international rules as soon as possible.

2. Information trends

Informatization is not only an important measure for China's convention and exhibition industry to connect with the international community, but also an inevitable trend for its development. The "informatization" here has two meanings. One is to grasp the most advanced things in the international convention and exhibition industry as much as possible, including the latest industry trends, theoretical research results, exhibition information or professional equipment; Second, make full use of various information technologies in the exhibition industry to improve the efficiency of industry management and activity organization.

Human society has entered the era of knowledge economy, and the rapid rise of convention and exhibition industry after the maturity of the tertiary industry should also keep pace with the times. The main symbol of knowledge economy is informatization, just as Bill, president of Microsoft Corporation in the United States? Gates said-"The world is becoming a small family". There are still many things to be done to realize the informatization development of China convention and exhibition industry. First, strengthen exchanges and cooperation with international convention and exhibition organizations or world-renowned convention and exhibition companies, regularly release China convention and exhibition information to foreign countries, and keep abreast of the latest developments of the global convention and exhibition industry. Secondly, actively promote the modern scientific and technological achievements of the convention and exhibition industry, and gradually realize the modernization of industry management, intelligent exhibition equipment and networking of activity organizations. Finally, make full use of the Internet to promote the information revolution of domestic convention and exhibition industry, such as developing online marketing and holding online exhibitions.

3. Group trends

Grouping is an urgent problem for all industrial sectors in China, and it is a business strategy accompanied by market competition. Although the concept of convention and exhibition economy was put forward in China in recent years, or the convention and exhibition industry is still a new industry in China, China's entry into WTO has become an ironclad fact. Under this industrial background, the exhibition industry must take the road of group development from the beginning.

The ultimate goal of promoting the collectivization of China's convention and exhibition industry is to complement each other's advantages, thus improving the international competitiveness of the national convention and exhibition industry. The collectivization of exhibition enterprises is not the simple addition of enterprises, but the all-round integration and quality improvement of assets, talents and management of the whole industry. The collectivization of China's convention and exhibition industry can be divided into three steps: first, the convention and exhibition group is established by adopting flexible and diverse organizational forms such as horizontal alliance, vertical alliance and cross-industry cooperation; The second is to develop brand competition. That is, the exhibition group should manage with a unified corporate culture and brand, so as to gradually improve brand awareness and value content; The third is to expand overseas. Actively expanding overseas markets is an important competitive strategy for exhibition enterprises to move to a higher level, which can keep domestic exhibition enterprises active in the international market competition. Overseas expansion mainly includes setting up offices, co-organizing exhibitions, transplanting brand exhibitions, and investing in building exhibition halls.

4. Brand trends

Brand is the soul of the development of convention and exhibition industry, and it is also the key to realize the sustainable development of China convention and exhibition industry in 2 1 century. Throughout all the developed countries in the world, almost all have their own brand exhibitions and famous exhibition cities. For example, Munich, Germany holds more than 40 important exhibitions every year, more than half of which are industry-leading exhibitions. The high-grade exhibition has won a large number of exhibitors for Munich and enhanced its attraction to tourists. Branding is the only way to enhance the international competitiveness of China's convention and exhibition industry.

It is gratifying that a number of exhibition enterprises or exhibitions with well-known brands have emerged in China, such as Beijing International Convention and Exhibition Center, Shanghai International Convention Center, Dalian Xinghai International Convention and Exhibition Center, auto china and Shenzhen Hi-Tech Fair. These brand enterprises or exhibitions have accumulated valuable experience for the development of convention and exhibition industry in other cities in China. However, compared with international exhibition companies or exhibitions in Germany, Italy and other countries, these nationalized exhibition brands have great differences in brand awareness, intangible value and expansion. It can be predicted that branding will be put on the agenda of China convention and exhibition industry as an important task. Moreover, the branding of China convention and exhibition industry should mainly focus on three contents, namely, cultivating brand exhibitions, building famous convention and exhibition cities and supporting leading enterprises.

5. Specialization trend

"Only by realizing specialization can we highlight our personality, expand our scale and form a brand" has become a * * * knowledge in the domestic exhibition industry. For a long time in the past, China's convention and exhibition industry pursued integration, emphasizing small and comprehensive, hoping to attract more exhibitors of different levels and types. As a result, the characteristics of the exhibition are not clear, the scale is generally small and the attraction is not strong. Moreover, mainly for this reason, there is a lack of internationally renowned exhibitions in China.

Specialization is the inevitable choice for the development of convention and exhibition industry in China. In recent years, the domestic convention and exhibition industry has made many meaningful explorations in this regard: First, the exhibition content is themed. The exhibition must have a clear theme orientation, otherwise it will not attract specific exhibitors and audiences, and most exhibition organizers in China are aware of this. At present, more than 75% of the 1300 exhibitions held in China every year are professional. Take Dalian, a famous seaside tourist city in China, as an example, professional exhibitions in this city only accounted for 48% of the total number of exhibitions in 1996, and rose to 80% in 1999. The second is the dominance of venue functions. In addition to the clear positioning of conferences or exhibitions, venues should also have a clear positioning of leading functions. In developed countries, some international brand exhibitions are always held in one or several venues, which is not only conducive to the long-term cooperation between exhibition companies and venue owners, but also conducive to the cultivation of exhibition brands. China exhibition enterprises should learn from their successful experience. The third is the specialization of activity organization. With the development of China's convention and exhibition industry, especially the further integration with the international convention and exhibition market, the domestic convention and exhibition industry will surely take a new step in exhibition planning, overall promotion, venue layout and supporting services, and there will be more and more professional convention and exhibition talents, and the exhibition process will be characterized by specialization and high level.

6. Innovation trends

2 1 century is a century of innovation. In such an era of pursuing individuality, if a thing can't keep changing, it is impossible to acquire the ability of sustainable development. Convention and exhibition industry is a new economic industry in China, and its competitiveness is obviously insufficient compared with developed countries. Therefore, only by continuous innovation can we highlight our own characteristics and finally achieve the effect of "defeating the strong with the weak".

The innovation of China's convention and exhibition industry can be divided into four main aspects, namely, innovation of management concept, innovation of convention and exhibition products, innovation of operation mode and innovation of service mode. The innovation of management concept means that China's exhibition enterprises should establish the management idea of "not seeking the maximum, but seeking the best", that is, to maximize the comprehensive benefits of enterprises on the premise of meeting the needs of exhibitors and audiences to the greatest extent; The innovation of exhibition products mainly includes developing new exhibitions and cultivating brand exhibitions; The innovation of operation mode is to change the organization mode or operation means to adapt to the new market situation, such as promoting the listing of exhibition enterprises, transplanting brand exhibitions overseas and developing online exhibitions. Service model innovation refers to making full use of all kinds of modern scientific and technological achievements to provide more advanced and convenient supporting services for exhibitors and visitors in accordance with the principle of "people-oriented". In the future, promoting innovation will become an important principle that major cities in China must adhere to in developing convention and exhibition industry.

7. Ecological trends

Sustainable development is an eternal topic in human society. Any economic industry must seek the unity of economic benefits, social benefits and ecological benefits in order to achieve sustained and healthy development. It can be predicted that ecologicalization will become the inevitable trend of the development of convention and exhibition industry. The ecologicalization of China convention and exhibition industry is mainly reflected in the following four aspects: (1) Pay attention to the ecological design of venues. When building exhibition venues, investors will focus on ecological characteristics from the site selection of exhibition venues, the selection of building materials to the internal functional zoning, and relevant management departments will also formulate corresponding specifications. At present, the concept of "green exhibition venues" has become quite popular in China. (2) Vigorously advocate the concept of green marketing. Exhibition cities will pay more attention to their own ecological characteristics and environmental protection concepts when organizing overall promotion or publicity by exhibition organizers to attract foreign visitors, so as to meet the environmental protection needs of exhibitors and the public. (3) Strengthen environmental awareness. In addition to actively building green venues, exhibition organizers and venue managers will pay more attention to energy conservation and waste disposal than before, and give priority to materials that are easy to recycle in the selection of exhibition supplies. An exhibition with the theme of environmental protection will be very popular. With the maturity of convention and exhibition industry in China, a large number of professional conferences or exhibitions related to environmental protection will emerge in domestic convention and exhibition products, which have great market potential.

8. Diversification trends

Generally speaking, the world convention and exhibition industry is developing towards diversification, including diversification of product types, diversification of activities and diversification of business fields. First of all, the vigorous development of convention and exhibition industry puts forward higher and higher requirements for the types of convention and exhibition products. China exhibition enterprises should actively develop new professional exhibitions according to the local industrial economic base and their own exhibition strength. Professional content can involve automobile, construction, electronics, real estate, flowers and other industries. The key is to form your own brand as soon as possible. Secondly, the exhibition form is changing from the traditional static display to the integration of business negotiation, exhibition visit, tourism and cultural entertainment, which is the inevitable trend of the development of the global exhibition industry. Finally, in the face of fierce competition in the industry market, most domestic exhibition companies will strive to expand their business projects and form a pattern of "one industry is the mainstay, diversified business" to share business risks and enhance the comprehensive competitiveness of enterprises.

Light industry exhibition

Tokyo International Convention and Exhibition Center is also called "Tokyo Grand Landscape".

It is the largest conference and exhibition center in Japan. It was jointly built by Tokyo Municipal Government and Tokyo International Convention and Exhibition Center on April 1958 and 1.

In July, 1997 received more than11500,000 exhibitors and ordinary visitors. The exhibition area of Tokyo International Convention and Exhibition Center is 230,000 square meters, which is divided into three parts: East Exhibition Hall, West Exhibition Hall and Conference Building. The exhibition is mainly held in the East-West Exhibition Hall.

2004 Osaka China Arts and Crafts Light Industry Expo.

Osaka China Arts and Crafts Fair has been held since 1986 and has a history of 17 years. The main purpose of the 17 Osaka China Handicrafts and Light Industrial Products Fair held in Osaka in early July 2004 will be to strengthen trading and expand exports. Exhibition scope: light industrial products, daily necessities, handicrafts: embroidery, ceramics, jewelry, carpets, silk carpets, toys and gifts, Christmas decorations, various hand-made fabrics, shoes and hats, bags, clothing, furniture, various wood products, indoor decorations, household items, etc. The fair was held in Tokyo International Exhibition Center, Japan.

1 1 The 1st Africa International Fair-2007 (Ghana)

China Commodity Fair Week will be held in Accra International Exhibition Center, Ghana.

Exhibition form: mainly in kind, supplemented by pictures, models and samples.

Products on display:

1. Mechanical and electrical products: diesel engine, generator, water pump, household appliances, air conditioner, refrigerator, washing machine, electric fan, electric iron, electric oven, microwave oven, hair dryer, electric coffee pot, solar water heater, various hardware tools, electric tools, instruments and meters, decorative hardware, auto parts, etc.

2. Textiles: clothing, denim clothing, knitted products, silk products, household textiles, bedding, etc.

3. Electronic products: computers, mobile phones, digital cameras, MP3 players, telephones, televisions, tape recorders, radios and communication products.

4. Light industrial products: household articles, Christmas articles, gifts, handicrafts, washing articles, travel articles, kitchen articles, enamel articles, stainless steel utensils, plastic products, luggage, daily hardware, bicycles, leather goods, lamps, lighting equipment, wires and cables, pianos, wigs, stationery, children's articles, furniture and cosmetics.

5. Medical quotation and chemical products: aphrodisiac, heatstroke prevention products, mosquito repellent products, raw materials, Chinese patent medicines, external medicines, sanitary materials and chemical products.

6. Food: beverages, biscuits, sweets, canned meat, industrial food, pet food, spices, etc.