How to understand exhibition project management

>Chapter 11 Exhibition Logistics Management

Section 1 Overview of Exhibition Logistics Management

Section 2 Construction of Exhibition Logistics System

Section 3 Exhibition Logistics System Management

Appendix 1 Cases

Appendix 2 Major Convention and Exhibition Organizations in the World

Appendix 3 Relevant Regulations and Policies on China’s Convention and Exhibition Industry

my country’s Convention and Exhibition Industry Industry Pain: Scarcity of Exhibition Management and Planning Talents [Return]

Published on: 2005-4-18 11:58:00

Xiamen Trade Development Bureau recently revealed: Starting from this year , practitioners in Xiamen’s convention and exhibition industry will be able to obtain the qualification of convention and exhibition planners. As the country carries out the certification of qualifications for this industry, exhibition planners will become a sought-after talent in Xiamen. This is after the Ministry of Labor and Social Security released the second batch of ten new occupations including exhibition planners to the public at the end of 2004. The Xiamen Municipal Government took the lead in implementing it nationwide.

Convention and exhibition planners refer to those who are engaged in

market research, program planning, sales and operation management and other related activities for exhibitions. In exhibition activities, project planning is one of the core tasks. As an exhibition planner, you must not only have professional industry knowledge, but also have good planning and design capabilities, as well as the ability to organize exhibitions and attract investment. For an exhibition, having a good exhibition planner is half the battle. Therefore, each exhibition company pays special attention to the selection and recruitment of talents. This type of compound talent earns a lot of money, with a monthly salary of more than 10,000 yuan.

However, at present, it is not easy to hire such a professional at any cost. There is still no professional exhibition planner in Ningxia, a city in western my country. Even in Xiamen's convention and exhibition industry, which started in the mid-1980s, it is difficult to find such suitable talents. This is all caused by the lag in exhibition talent. According to statistics from the Ministry of Labor and Social Security, there are currently more than 1 million people working in the exhibition industry across the country, including about 150,000 managers at all levels engaged in business planning. There is a shortage of talents who truly understand the exhibition industry everywhere.

The same is true for the current situation in Shanghai. At present, Shanghai holds more than 300 exhibitions every year, and there are nearly 2,000 exhibition-related companies, including 511 companies that are mainly engaged in exhibitions and 24 companies that are qualified to host international exhibitions. The total exhibition area is nearly 170,000 square meters. In contrast, there is a shortage of senior exhibition management talents. A survey by the Tourism School of Shanghai Normal University shows that there are currently less than 50 experienced senior project managers and less than 100 comprehensive talents in Shanghai’s convention and exhibition industry. Shanghai now holds 5.5 exhibitions every week. Usually, at least 80 to 90 professionals are needed to hold a large-scale international exhibition. Surveys by the Shanghai Expo Application Leading Group and Shanghai Foreign Service Company also show that Shanghai’s existing exhibition operation management, advertising and logistics talents can only meet 1/3 of the market demand. According to conservative estimates from Shanghai's 200 convention and exhibition companies and convention and exhibition service companies, 2,500 convention and exhibition talents will be needed in the next five years; more than 150 three-star or above hotels in Shanghai will need more than 1,200 convention and exhibition talents. Taking into account factors such as the increase in exhibition companies and hotels and the needs of the World Expo itself, the talent gap will be even greater.

The reason why foreign convention and exhibition powers have a dominant position is that their convention and exhibition talent training system is relatively mature and has formed a complete convention and exhibition theory in long-term practice. For example, Germany has professional companies training convention and exhibition talents, and the United States has There are two talent training models: colleges and universities and training. Their talent training pays more attention to the training of practical abilities. In the international industry, exhibition planners have become a fairly mature profession, and corresponding certificate assessment standards have been set. Compared with the maturity of foreign countries, the training of exhibition talents in my country is still in its infancy. Fortunately, the shortage of exhibition talents has attracted widespread attention in the industry. In particular, the state's establishment of the profession of exhibition planner has proposed a forward-looking solution for the development of my country's exhibition industry, which will drive the training and education of my country's exhibition talents.

It is reported that with the approval of the Ministry of Education, Shanghai Normal University and Shanghai Institute of International Trade have become the first universities in Shanghai to establish undergraduate education majors in exhibitions. More than 20 colleges and universities in Beijing, Guangzhou and other places have also begun to set up majors in exhibition management or Similar professional. Through multi-channel education and training, it will effectively enhance the comprehensive competitiveness of my country's convention and exhibition industry facing the world, and make China's convention and exhibition industry one of the world's powerful countries as soon as possible.

Today in the 21st century, economic and cultural exchanges between countries and regions around the world are extremely frequent. As a new economic form that has emerged after the development of the tertiary industry has matured, the exhibition economy has become an important part of many industries in the world. A new economic growth point for the national economy of developed countries. The convention and exhibition industry is known as the "bread of the city" and the "window that touches the world." It can not only bring huge direct and indirect economic benefits to the city where the convention and exhibition is held, but also strengthen the commercial and cultural exchanges between the city and the outside world, and promote the city's Infrastructure construction, improving the city's visibility and optimizing the regional economic structure have therefore received widespread attention from countries and regions around the world. According to incomplete statistics, the world's annual total revenue from international exhibitions has reached more than 280 billion US dollars, of which developed countries such as Germany and France account for the vast majority due to their advantages in capital, technology and other aspects.

On the whole, the relationship between the domestic convention and exhibition industry and related industries is very loose, and the macro-management system and micro-operation mechanism of the convention and exhibition industry are obviously backward compared with foreign countries and Hong Kong and Macao regions; the development of the convention and exhibition economy There is also a lack of theoretical research results, which are insufficient to guide the healthy and sustainable development of the domestic exhibition industry. "Theories, Methods and Cases of Exhibition Management" is published out of such an industrial development and theoretical research background. We compiled this book based on the results of long-term theoretical research and carefully summed up the practical experience in participating in exhibition industry planning, exhibition enterprise consulting and marketing planning in recent years. This book focuses on promoting the development of the regional exhibition industry and improving the competitiveness of exhibition companies. It emphasizes the combination of general principles and practical methods, making it more instructive and operable. The book is divided into three parts: the first part mainly tells the development history, development status and trends of exhibition activities, the basic concepts and supporting theories of the development of the exhibition industry, and provides a profound explanation of the analysis and forecast of the exhibition market; the second part introduces the system Relevant methods for the development of the exhibition industry (including exhibition enterprises), including exhibition venue design and management, exhibition project planning and implementation, exhibition industry competitiveness analysis, exhibition industry human resource development and management, exhibition enterprise customer relationship management, etc., are the focus of the book The third part is four cases carefully written by the author. The purpose is to allow readers to master the basic theories and operating methods while also understanding some classic examples of the development of the exhibition industry or the organization of exhibition activities, so as to help readers understand the exhibition industry more deeply. New concepts for the development and management of exhibition companies. Therefore, this book can be used as a necessary guidance monograph for government departments at all levels and managers of various exhibition companies. It can also be used as a backbone textbook for postgraduate students and undergraduates majoring in exhibitions in colleges and universities.

Chapter List

Chapter 1: Overview of the Development of the Convention and Exhibition Industry

Chapter 2: Basic Concepts and Theoretical System of the Development of the Convention and Exhibition Industry

Chapter Chapter Three: Organizational Construction and Management System Innovation of Convention and Exhibition Enterprises

Chapter Four: Market Analysis and Strategies of the Convention and Exhibition Industry

Chapter Five: Convention and Exhibition Venue Design and Environmental Innovation

Chapter Chapter 6 Exhibition Project Management

Chapter 7 Construction and Management of Exhibition Logistics System

Chapter 8 Analysis and Countermeasures on Competitiveness of Exhibition Industry

Chapter 9 Exhibition Enterprise Customer Relationship Management

Chapter 10 Human Resources Development and Management of the Exhibition Industry

Chapter 11 Brand Development Strategy of the Exhibition Industry

Chapter 12 Exhibition Industrial capital operation and group development strategy

Case section

The road to success in the development of the German convention and exhibition industry

Shanghai - the future star of the world convention and exhibition industry

Overall Planning Plan for the 2003 Asia-Pacific Regional Annual Meeting of Company B

Overall Planning Plan for the Fourth Shanghai Industrial Expo

Working Functions of Xi'an Convention and Exhibition Management Office

1. Responsible for researching and formulating development plans, policies, regulations and measures for the city's convention and exhibition industry;

2. Responsible for the industry management of the city's convention and exhibition industry, standardizing the order of the exhibition market, and creating a fair environment

Fair and fair exhibition environment;

3. Responsible for cultivating brand exhibitions and developing the exhibition market;

4. Responsible for the approval, supervision and management of various exhibition activities;

5. Responsible for coordinating various relevant departments to provide one-stop fast services to enterprises;

6. Responsible for exhibition market forecasting and information consulting services;

7. Responsible for exhibitions Talent training for business and management services;

8. Undertake exhibitions held locally and in other places in the name of the municipal government, and organize enterprises to participate in various large-scale professional exhibitions in other places;

9. Responsible for publicizing the advantages and dynamics of exhibitions, creating a good atmosphere of public opinion, improving the external environment

and attracting domestic and foreign exhibition companies to hold exhibitions in our city.

10. Responsible for formulating industry standards, evaluating the qualifications of exhibition companies and exhibition levels;

11. Responsible for bidding for large-scale national exhibitions;

12 , Responsible for reviewing the application for holding exhibitions in the name of the municipal government;

13. Responsible for the coordination of disputes between exhibitors, exhibitors, exhibition venues, and visitors

;

14. Guide the work of the exhibition industry association;

Chapter 6 Exhibition Management

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1. Explanation of terms

1. Exhibition industry management

2. Questions and answers

1. The basic trend and direction of the government’s functional transformation and development of the exhibition industry management.

2. The goals and tasks of exhibition industry management.

3. Management methods of the exhibition industry.

4. Contents of exhibition industry management.

5. Please list the names of some major international convention and exhibition organizations (no less than 7).

6. Common models of exhibition management.

7. The steps to control exhibition activities and the characteristics of the control mechanism.

8. The development trends, existing problems and countermeasures of my country’s exhibition industry.

9. Qualifications of the exhibition organizer.

3. Multiple-choice questions

1. Generally speaking, the management departments of the exhibition industry include ( ).

A. Government departments B. Enterprise federations C. Industry organizations D. Societies Bureau

2. The function transformation of the government’s exhibition authorities is ().

A. From micro management to macro management B. From direct management to indirect management

C. From department management to industry management D. From industry management to department management

3. The government’s management functions of the exhibition industry should develop in two directions, which are specifically reflected in ().

A. Integrate into large industry management departments B. Strengthen the government’s approval authority

C. The government will no longer interfere D. Transfer to self-disciplined industry management organizations

4. The management objectives of the exhibition industry mainly include ().

A. Achieve government goals for social, economic, employment and other benefits.

B. Maintain a reasonable proportion and good order in the development of various departments in the exhibition industry and related departments.

C. Maintain the rights and interests of exhibition participants in a disadvantaged position.

D. To enable the exhibition industry to develop in advance and with priority.

5. The current goal of my country’s exhibition industry management is to form ().

A. Fair market environment B. Good market order C. Standardized market operating mechanism

D. Dynamic management system E. Efficient market entities

6. Among the following options, the main tasks of my country's exhibition industry management at this stage are ().

A. Determine the strategic goals of industry development B. Formulate and organize the implementation of industrial development plans

B. Continuously improve and improve the industry management system C. Accelerate the construction of market intermediary industry organizations

7. The main management methods of the exhibition industry include ( ).

A. Coordination B. Standardization C. Guidance D. Supervision E. Approval

8. The coordination activities of the exhibition industry are multi-faceted, multi-level and multi-department, the core of which is ( ).

A. Department coordination B. Level coordination C. Enterprise coordination D. Coordination between government and enterprises

9. ( ) is the means that best reflects the characteristics of government behavior.

A. Coordination B. Norm C. Supervision D. Approval E. Guidance

10. Which of the following options is a governmental international exhibition organization ( ).

A. International Association of Exhibitors B. International Federation of Exhibition Services

C. Association of Major European Exhibition Centers D. International Exhibition Bureau

11. ( ) It is the agency responsible for coordinating and managing the World Exposition.

A. International Association of Exhibition Management B. Association of National Exhibition Organizers of Trade Fairs

C. Bureau International des Expositions D. International Association of Exhibitors

12. ( ) is the executive agency of the International Exhibition Convention.

A. International Federation of Expositions B. International Federation of Exhibition Services

C. International Association of Exhibitors D. Bureau International des Expositions

13. Bureau International des Expositions Transactions must be processed through ( ).

A. Private channel B. Enterprise channel C. Association channel D. Diplomatic channel

14. China became a formal member of the Bureau International des Expositions in ( ).

A. 2000 B. 1998 C. 1993 D. 2001

15. The Secretariat of the International Exhibition Bureau is located in ( ).

A. Paris B. Seoul C. New York D. Tokyo

16. The basic steps of exhibition activity control include ( ).

A. Establish standards B. Execute activities C. Identify deviations D. Correct deviations

17. Among the following options, which are the characteristics of the control mechanism for exhibition activities ( ).

A. Relevant unity B. Simple and practical C. Efficient and targeted D. Timely flexibility

18. The development trend of my country's exhibition industry is reflected in ().

A. Hardware venue facilities and technical equipment are becoming increasingly modern

B. The internationalization process of the exhibition industry is accelerating

C. The business model of the exhibition industry is becoming more market-oriented

D. The business model of the convention and exhibition industry is becoming more commercialized

19. The main problems currently existing in my country’s convention and exhibition industry are ().

A. Lack of long-term planning B. Lack of macro-control and industry self-discipline C. Ignorance of return on investment

D. Exhibition features are not distinctive and competitive E. Lack of high-quality personnel Professional exhibition talents

F. Lack of standardized management mechanisms and corresponding laws and regulations

20. The main countermeasures for the reform of my country's exhibition management system are ().

A. Promote the establishment of industry associations as soon as possible and gradually centralize the management functions belonging to relevant government departments into the hands of the associations.

B. Formulate relevant laws and regulations and establish a market-oriented operating mechanism for the exhibition economy.

C. Step up efforts to cultivate high-level professional exhibition talents

D. The government should formulate relevant industrial development policies, supervise the standardized and orderly development of exhibition activities and create a good supporting environment.

21. The qualifications of the exhibition organizer should at least include ( ).

A. Have independent legal person status and exhibition qualifications approved and registered by the industrial and commercial department, and be able to perform and assume corresponding civil responsibilities for exhibition activities.

B. It has a good reputation, strong strength, good operating conditions, can guarantee the early investment of funds for the exhibition, and has a certain ability to resist risks.

C. Ability to organize investment and exhibitions.

D. Have a fixed office space and a department or institution specializing in exhibitions, with professional exhibition planning, design, organization, management personnel and complete exhibition rules and regulations