The first country in Europe to introduce marketization into the exhibition is

The first country in Europe to introduce marketization into exhibitions is Germany.

1. Germany's convention and exhibition industry has successfully built "four platforms" to promote economic and social development.

Comprehensive benefit platform. There are more than 100 exhibition companies in Germany, among which more than 40 companies have the ability to undertake international exhibitions, with an annual turnover of about 2.6 billion euros. Every year, more than 140 international exhibitions are held in China, with160,000 exhibitors and more than 90,000 overseas exhibitors. The rented booth area is as high as 7 million square meters, and the annual marketing income of professional companies that only build booths is as high as1700 million euros. Moreover, the convention and exhibition industry plays an obvious role in promoting other related industries, with an annual income exceeding 654.38+0 billion euros, especially bringing considerable economic benefits to public transportation, tourism, catering and other industries. According to the data of relevant state departments, the convention and exhibition industry can also provide 250,000 jobs, alleviate the employment problem and promote social stability.

Brand display platform. In Germany, brand-name products must go through technical appraisal, quality inspection and safety evaluation at trade fairs before they go on the market. If unqualified, unqualified and advanced problems are found, patent registration shall not be granted, nor shall it be listed for sale. During the inspection, we happened to meet Hanover Global Computer and Electronic Communication Products Expo. Thousands of products on display are newly developed and invented, and experts from all over the world gather to appreciate the transaction. Best-selling products have since become famous all over the world. In Germany, brand-name products are displayed in kind, but online display is also arranged, aiming at mobilizing more consumers to participate in evaluation and continuing the promotion and publicity of brand-name products. For example, Berlin exhibition companies usually keep exhibitors' information on their websites for one year, which is unique among many exhibition companies in the world.

Information exchange platform. It is one of the important functions of convention and exhibition industry to exchange information, grasp the trends, learn from other people's experience and learn from each other's strengths. It is also the basic way for producers to grasp the market development trend, operators to understand the market demand and consumers to compare product performance. It plays a multiplier role in cultivating an orderly market and rationalizing the relationship between production, supply and marketing, and has won the favor of producers, operators and consumers. Germany not only attaches importance to the development of convention and exhibition industry, but also actively adapts to the development needs of the digital age, and makes full use of the Internet to collect information from expositions around the world, and to establish and expand information exchange and business relations. For example, Hanover Expo Co., Ltd. has its own global online business information system, 20,000 data sets and 40,000 product registration information bases, which has become a soft power to promote the development of the convention and exhibition industry.

Industrial upgrading platform. German convention and exhibition industry has built the most direct communication platform for upstream manufacturers, downstream buyers and consumers, effectively promoting product upgrading. This country holds more than 140 professional exhibitions every year, which basically covers all industrial products and service industries. In particular, theme exhibitions have become the most effective means to promote and upgrade new ideas, new products, new processes and new technologies. Entrepreneurs regard the exhibition results as an important basis for innovating technology, upgrading products and expanding markets through exhibitions. In order to get more orders and trading opportunities, on the one hand, they vigorously promote and display traditional superior products and the latest scientific and technological products to consolidate and occupy the market highland, on the other hand, they pay attention to aiming at the frontier of scientific and technological development, digesting and absorbing other people's technological achievements, adjusting the development direction of enterprises and enhancing the competitiveness of products.

Second, the development of German convention and exhibition industry highlights the characteristics of "five modernizations".

Marketization of operation. All exhibitions in Germany adopt the operation mode of company management, instead of being monopolized by the government, and market-oriented management forms are implemented, and enterprises operate independently. The government is mainly responsible for standardizing the development of convention and exhibition industry and formulating market rules. At the same time, provide the construction site and necessary financial support. Although it occupies a large share, it is mainly operated by enterprises, which are independent and responsible for their own profits and losses to realize the survival of the fittest in the exhibition industry. At present, the exhibition companies and venues in this country have gradually formed a relatively mature market-oriented operation and management model.

Industrialization of management. German exhibitions are classified according to different industries. According to the characteristics and product types of different industries, the exhibition industry is refined and different kinds of exhibitions are held to meet the needs of different enterprises and customers, and unique exhibition brands have gradually formed in various regions. Even in the same industry, there are specific classifications. For example, Hanover Information Technology Exhibition and Berlin Consumer Electronics Show are the same major, but the audience groups are also obviously different. The former focuses on professional customers such as buyers, while the latter focuses on end consumers. Exhibition institutions are gradually developing towards specialization. In 1950s and 1960s, professional exhibitions and conferences were generally sponsored by trade associations. With the increasingly fierce competition, more and more trade associations hand over all or part of their exhibitions to professional exhibition companies for operation and operation, forming a number of internationally competitive exhibition companies. Exhibition personnel are more professional, and all exhibition companies are rich in professionals. They are proficient in business and have a broad vision, which provides talent guarantee for the development of convention and exhibition industry.

Promote the brand. Each exhibiting product has been coordinated, evaluated and screened by the organizers, exhibitors, visitors, federations and associations, and updated in time according to market changes and consumer demand. For example, the annual "Industrial Expo", formerly known as 1947 "German Export Expo", has been held for more than 50 times, creating many internationally renowned brands. Another example is the Frankfurt Motor Show held every two years. Like a huge magnetic field, it attracts world famous cars, including Germany, and becomes a beautiful scenery of the best car.

Internationalization of operation. With the development of economic globalization and European integration, the internationalization level of convention and exhibition industry is constantly improving. German exhibition organizations not only give full play to their geographical advantages and constantly expand the time, space and scale of local exhibitions, but also actively attract more foreign organizations capable of holding international trade exhibitions to Germany to display modern scientific and technological achievements through international investment attraction. At the same time, we pay attention to international cooperation and exchange and participate in the competition of foreign exhibition industry. Some directly hold exhibitions abroad, some send staff to assist in holding exhibitions, and some are hired to guide and hold exhibitions. Taking 20 10 as an example, Germany organized nearly 50 international exhibitions, with 82,735 foreign exhibitors, accounting for more than half. More than 400 offices have been set up abroad. Only one exhibition company in Dü sseldorf has set up 66 offices and expanded its business to 108 countries and regions. It has also set up long-term offices in big cities such as Shanghai and Guangzhou.

Multifunctional. Exhibition companies implement diversified management. In addition to holding exhibitions,

In addition to the "main business", we also pay attention to making full use of places, talents and environmental resources, and often hold various social activities such as sports competitions, cultural performances, festivals and celebrations to further promote the development of related industries and form a business pattern that goes hand in hand, promotes each other and develops each other. For example, Dortmund Convention and Exhibition Company not only holds industry exhibitions, but also regularly arranges international star concerts, tennis, rugby and other events, which not only makes rational use of resources, improves the visibility of the exhibition, but also increases the economic benefits of the exhibition, and provides financial support for expanding the scale, maintaining the venue and updating the equipment.

Thirdly, the experience of German convention and exhibition industry can be used for reference in six aspects.

Government support is a prerequisite. Most of the exhibition venues in Germany are invested and built by local governments, with government holding shares, exhibition companies and other economic organizations taking shares and implementing corporate management. The exhibition company is not only the shareholder of the exhibition center, but also the operator and manager. For example, Messe Frankfurt is one of the largest exhibition companies in Germany, and the municipal government holds 60% of the shares. Its main tasks are behind-the-scenes planning, front desk support and macro guidance. Instead of participating in the company's profit sharing, it only benefits from the increasing tax revenue of the exhibition industry and related industries, and most of it is used to invest in the redevelopment of the exhibition industry. Whenever a large-scale international exhibition is held, senior government officials attend the opening ceremony, and relevant departments often investigate and study, reflect the situation in time, revise and improve relevant laws and regulations, and coordinate and solve problems encountered in development. As an intermediary between the government and exhibition enterprises, AUMA is responsible for information transmission, promotion arrangement, consultation and publicity and related coordination services of large-scale international expositions, safeguarding the interests of all parties in the operation of the exhibition industry and providing strong support for the development of the exhibition industry.

Perfect facilities are the foundation. First, the venue design should be scientific and reasonable. Frankfurt International Convention and Exhibition Center, with a total construction area of 578,000 square meters, ranks third in the world. The indoor exhibition hall covers an area of 320,000 square meters, divided into 9 exhibition halls and 1 conference center, with an outdoor use area of 83,000 square meters, which can be used as an exhibition venue or a parking lot. The nine exhibition halls vary in size and are suitable for holding exhibitions of different scales. In addition to the conference center that can accommodate 2200 people, the venue also has supporting facilities such as entertainment, catering, modern life and communication. Second, the transportation facilities should be advanced and convenient. Hanover International Convention and Exhibition Center occupies the suburbs, with special trains, trams and sidewalks extending in all directions, connecting the airport and the Central Railway Station, and customers can go directly to the exhibition venue. At the same time, there are multiple parking lots, which can park nearly 40,000 vehicles at one time to meet the needs of merchants. Third, the service system should be thoughtful and meticulous. There is more than one high-class hotel near each convention and exhibition center for customers to live in. There are restaurants and bars with different flavors, offering different flavors of food. Equipped with a number of electronic self-help consulting equipment and manual consulting desks, students from many languages are also hired as translators and services during large-scale exhibitions. It is also equipped with a freight management agency and a modern logistics center, specializing in import and export, processing and storage of exhibits.

Perfecting the law is the guarantee. Germany is a country ruled by law, and the exhibition industry also has a complete legal system, including company law, public security law, intellectual property law, trademark protection law, etc., to regulate the self-discipline of the exhibition industry. The Company Law clearly stipulates that exhibition companies and exhibitors should have corresponding qualifications, conditions for holding exhibitions and legal responsibilities they should bear. The Public Prosecution Law has unified operating standards for what kind of exhibitions to hold, including quality system, safety prevention system and benefit evaluation system. The Intellectual Property Law, the Trademark Protection Law and industry guides supervise the whole process of exhibition activities in accordance with the requirements of standards, norms and self-discipline, and accept social complaints to ensure that the exhibition activities achieve the expected results.

Talent construction is the key. The survival and development of specialized exhibition companies depend on the protection of talents. High-quality exhibition talents provide support for the development of German exhibition industry. They attach great importance to the cultivation, selection and introduction of exhibition professionals. Universities such as Hamburg and Humboldt set up exhibition majors to systematically teach exhibition theory. Every year, the government gives financial support, holds training courses on convention and exhibition industry, and exchanges and discusses problems. German AUMA Industry Association has established a systematic and complete professional training system. Through classroom and on-the-spot teaching, we should renew our ideas, make clear the operation mode, grasp the work links and improve work efficiency. After passing the examination, a qualification certificate will be issued. On the one hand, exhibition companies organize employees to work or send employees to colleges and universities for training in a planned way, on the other hand, they recruit professionals in many directions and spare no expense to expand the exhibition industry.

Strict supervision is responsible. Germany is famous for its rigorous, strict and serious management. Convention and exhibition industry is no exception. Industry management is mainly based on on-site management, and courts and administrative departments implement classified management according to their respective responsibilities. The court mainly adjudicates contract disputes between organizers and exhibitors. The industrial management department mainly checks the safety of products and safe production. Before the exhibition, the government authorized random inspection of these products, and once problems were found, they were ordered to be removed from the shelves. According to the company law of this country, in the process of obtaining the license, the reputation and operation plan of the exhibition company must be strictly examined and a complete feasibility report must be provided, otherwise it is not allowed to settle in. For example, an exhibition company in Bremen has successfully held the 37th exhibition, but its application for the 38th exhibition was blocked due to the doubt of its integrity. For exhibitions with different types, different industries and different themes, the government should call experts from relevant departments to conduct technical appraisal and quality supervision on listed products to ensure the advanced nature and safety of listed products.

Good service is a condition. The exhibition service in this country runs through different stages of the whole exhibition, such as before, during and after the exhibition. There are professional services such as leasing, advertising, security, cleaning, exhibit transportation, warehousing and booth construction, as well as supporting services in catering, tourism, accommodation, transportation and other related industries. For example, the organizers of the Nuremberg World Expo have insisted on "one-stop" services for many years, including banks, post offices, customs, aviation, translators, daily necessities, shops and restaurants. Make the Expo Park a comfortable, convenient and livable city in the city and a good place for guests from all over the world to linger.