Analysis on how to evaluate the development degree of convention and exhibition industry in a city

As a booster of economic growth, the contact between convention and exhibition industry and urban development is getting closer and closer. Looking at the convention and exhibition industry in major cities in China, both the first-tier cities with continuous high temperature and the second-tier cities that are faltering are facing the "growth troubles" brought by rapid development. Therefore, it is particularly valuable to reasonably evaluate the development of convention and exhibition industry in a city and put forward feasible suggestions according to their respective needs. Unfortunately, there is no professional organization and operation standard to explain the evaluation of convention and exhibition in China, so that people in the industry lack a unified understanding of the development of urban convention and exhibition industry. It is obviously biased to judge the situation of a city's convention and exhibition industry only by one-sided words. Here, according to the article "Evaluation Model of International Convention and Exhibition Center City" written by Hu Ping, Vice President of East China Normal University, and combined with my years of experience in the exhibition industry, the author briefly summarizes the evaluation items of the development degree of urban convention and exhibition industry as "three systems and nine elements", in order to provide reference for the development of convention and exhibition industry in second-tier cities in China and arouse * * *. I. The so-called core professional system of convention and exhibition industry means to return to the concept of convention and exhibition itself and evaluate the development of urban convention and exhibition industry from the professional composition of convention and exhibition industry. This system can be said to be the most important part of the development of urban convention and exhibition industry, and also the most unique embodiment of the strength of each city's convention and exhibition industry. The three elements can be summarized as follows: First, the number and scale of brand exhibitions. For a city, the exhibition tour is only a temporary enrichment, and the brand exhibition is the source of long-term vitality. This is mainly due to the basic characteristics of brand exhibitions: First, high visibility. It has a high reputation and credibility in a certain area and is recognized by the industry and consumers. The second is strong demonstration. Brand display is forward-looking and expressive for production and consumption, which can basically display the information of an industry and represent the development direction of the industry. The third is strong polymerization. During the exhibition, it can attract the most powerful and influential manufacturers and marketers in the industry to participate, which has professional appeal. Fourth, strong continuity. The display of a brand should be a long-term and continuous display. If an exhibition is held only once or occasionally, it is usually difficult to make a profit. It must be held once a year to build a brand and make a profit. Once the city's convention and exhibition industry has a certain number of brand exhibitions, it will undoubtedly ensure that the local convention and exhibition industry has a solid foundation, which not only drives the local related industrial economy, but also provides the possibility for the extension and promotion of other similar exhibitions. Therefore, to evaluate a city's convention and exhibition industry, the number and scale of its brand exhibitions must be the primary consideration, which is the benchmark that best reflects the strength and development potential of the city's convention and exhibition industry. Second, the composition and strength of the exhibition subject. Speaking of holding exhibitions, at present, domestic second-tier cities are basically composed of three forms: government holding exhibitions, association holding exhibitions and company holding exhibitions, but their strengths are quite different. Official exhibitions have great advantages in resource integration, but they are not strong enough; The exhibition organized by the association is in the ascendant and still in the exploration stage; As for the company's exhibition, it is the most in line with market rules and has the most development potential. As the leading city of China's convention and exhibition industry, the development report of Shanghai 20 1 1 shows that its local registered main contractors have the fastest development, accounting for about 80% of the total exhibition area. Among them, there are 55 international exhibitions held by local registered exhibition organizers, with a total exhibition area of over 65,438+10,000 square meters, which shows the exhibition strength of the city. Although first-tier cities have strong resource advantages and location advantages, the main components of convention and exhibition industry still have high reference value for second-tier cities. Therefore, to measure the development of a city's convention and exhibition industry, it is necessary to evaluate and subdivide its convention and exhibition subjects. The more market-oriented the subject composition, the greater its development potential. On the other hand, if we only rely on imported exhibitions to survive and rely too much on foreign exhibitions, although the urban convention and exhibition industry will prosper in the short term, over time, once the roving exhibitions drop sharply, the urban convention and exhibition industry will surely encounter Waterloo. From this point of view, the composition and strength of convention and exhibition subjects should be said to be the core elements to evaluate the development degree of urban convention and exhibition industry. Third, the number and quality of exhibitors. Exhibitors and spectators are the most important contents of all exhibitions. The two complement each other and are indispensable. For first-tier exhibition cities, such as the Canton Fair in Guangzhou and the Auto Show in Shanghai and Beijing, it is very difficult and risky to organize exhibitors and audiences. For the second-tier exhibition cities of the second echelon, whoever can master the "life gate" of attracting investment will stand out and truly cultivate their own mature exhibitions. The biggest indicator for us to evaluate the success of an exhibition is the quantity and quality of exhibitors and visitors. Then we evaluate the maturity of a city's convention and exhibition industry, and exhibitors and visitors are more important indicators. So how to evaluate is obviously the focus of attention in cities at present, and the author thinks that the focus needs to be focused on the evaluation and analysis of professional exhibitions. For consumer exhibitions, popularity ensures the number of its audience, and the quality of the exhibition is completely controlled by the organizers. Whether there are high-quality exhibitors and visitors in professional exhibitions can better reflect the real exhibition level of a city. Second, the supporting system of convention and exhibition industry "If a city holds convention and exhibition activities, it is like an airplane throwing money over the city", which is a classic jargon widely circulated in the industry and vividly describes the pulling effect of convention and exhibition industry on urban economy 1:9. If the benefit income of the convention and exhibition industry itself is "1", then the traffic, tourism, commerce, catering and even employment opportunities and social benefit income it creates will reach "9- 10". There is no doubt that convention and exhibition industry plays an important role in urban economy, but conversely, if a city itself does not have a solid system to support the development of convention and exhibition industry, it will become a huge burden for the city. Therefore, when evaluating the development of convention and exhibition industry in a city, we must comprehensively consider its supporting system, that is, regional radiation, urban carrying capacity and industrial driving force. 1. Location radiation, as its name implies, includes two important concepts: "location" and "radiation". Separately speaking, the so-called location refers to the geographical location and convenient transportation of the city, and the radiation is mainly reflected in the influence and driving area of the city. Looking at domestic convention and exhibition cities, in addition to the three representative regions of Beijing-Tianjin-Tangshan, Yangtze River Delta and Pearl River Delta, coastal cities and provincial capitals have become the forefront of the development of convention and exhibition industry. The reason is nothing more than the powerful hub function of the city at work. A city with superior geographical location and convenient transportation is the basic guarantee for the success of an exhibition. Whether the interactive traffic between cities is developed or not, and whether the urban public transportation is perfect or not, are all important factors to assess the urban convention and exhibition industry. On the other hand, if the success of the exhibition benefits from the location advantage, then urban radiation is the icing on the cake for the exhibition. The scope of urban radiation directly determines the extensiveness and motivation of exhibitions, especially professional exhibitions closely related to industrial base. With strong urban radiation, the popularity of the exhibition in the industry will be improved, which will further promote the development of surrounding industries and upstream and downstream industrial chains. This chain effect makes us face up to the important influence of urban location radiation on the development of convention and exhibition industry. Secondly, among the evaluation factors, the arrival of domestic large-scale travel exhibitions is a large-scale bearing capacity test for domestic second-tier exhibition cities. In a short time, a city has gathered a large number of merchants and tourists from home and abroad, staying in this city for 2-3 days, or even more. It is bound to bring great pressure to the transportation, hotels, restaurants, tourism, commerce and other supporting service systems of the whole city. Therefore, when evaluating the development stage or maturity of a city's convention and exhibition industry, we must quantify the city's carrying capacity into the number of urban catering facilities, the number of hotels and rooms at different levels of the city, and the number of urban tourist attractions, so as to highlight the comprehensive supporting strength of the evaluated city. Third, the driving force of the industry In the past two years, after experiencing the climax of the exhibition hall construction, the domestic exhibition industry gradually calmed down and focused on the management of the exhibition hall and the exhibition industry, especially the second-tier exhibition cities that are not dominant in location and resources. How to explore a new road in the fierce competition is imminent. The throwing out of the "industrial driving force" element will make researchers suddenly enlightened: a strong industrial driving force can attract travel exhibitions that are seeking transformation to find another way; Strong industrial driving force can provide the possibility of upgrading the existing professional exhibitions in the city; Strong industrial driving force can cultivate new themes and new subjects for the local convention and exhibition industry. It is true that the source of industrial driving force must be a strong industrial base, which is not a resource that all cities can have, but it is indeed a dynamic factor to measure the development of a city's convention and exhibition industry. Whoever can organically combine the driving force of industry with the driving force of exhibition, promote industry through exhibition and seek exhibition through industry, will take the lead in the next wave of rapid development. Third, the urban environmental system of convention and exhibition industry The last important system that affects the development of a city's convention and exhibition industry is the urban environmental system. Only under the premise of coordinated development of economy, management and scientific research environment can the healthy and sustainable development of urban convention and exhibition industry be guaranteed. 1, economic environment From the situation at home and abroad, the economic development level of cities with relatively developed convention and exhibition industry is generally a central city with relatively high regional economic development level. There is a strong positive correlation between exhibition economy and economic development level. The rapid growth of economy and the expansion of economic aggregate will inevitably generate strong demand for exhibition industry and promote the rapid development of exhibition economy. Therefore, the economic environment is the primary factor to measure the development degree of convention and exhibition industry in a city. Among them, gross national product, urban per capita GDP level, urban total import and export, and the number of financial institutions owned by cities are all important components of the economic environment. Combined with the industrial structure and development module of the city, the economic context of the development of urban convention and exhibition industry is basically clarified. 2. Management environment If a city wants to surpass the development of convention and exhibition industry, management environment is very important. This factor should include the comprehensive management and coordination ability of the government, the establishment and management policy of specialized exhibition management institutions, system construction, the public service ability and service awareness of the government and exhibition industry associations, and so on. Among them, the government's attention and policy guidance are of great significance for creating a harmonious exhibition development environment. In this regard, the exhibition government institutions in domestic second-tier cities have been basically improved, and the differences mainly focus on the introduction of exhibition encouragement policies and the degree of government-led exhibitions. How to protect the urban convention and exhibition industry and enhance the influence of this emerging industry has become the focus of discussion in the industry. 3. Studying the environmental research environment is another important factor to consider the reflection and promotion of the urban convention and exhibition industry. This is an important embodiment of evaluating the soft power of urban convention and exhibition industry development. The number and quality of urban exhibition education and research institutions, the number and quality of exhibition training institutions, and the evaluation and coordination of exhibition industry associations can all be used as the main points of evaluation. In addition, the rapid development of convention and exhibition industry needs a large number of talents as the support. Whether there is enough exhibition talent reserve and whether there is a high-quality exhibition talent team and exhibition management team is also one of the links to evaluate the development of urban convention and exhibition industry. In a word, evaluating the development of convention and exhibition industry in a city is a systematic project. At present, many cities in China have put forward the concepts of "exhibition city" and "international exhibition center city", but these are only a positioning. If there is no complete evaluation system to correct it, then any evaluation is powerless. Therefore, it is very urgent to set up domestic professional exhibition evaluation institutions and establish a perfect exhibition evaluation system as soon as possible, which will be an important symbol for China's exhibition industry to pursue international standards. (Chen Ning)