What is the development status of the Yangtze River Delta exhibition industry? Does anyone know anything about the Yangtze River Delta exhibition industry? Where is the center of the Yangtze River Del

What is the development status of the Yangtze River Delta exhibition industry? Does anyone know anything about the Yangtze River Delta exhibition industry? Where is the center of the Yangtze River Delta exhibition industry?

1. Conventions and exhibitions promote the improvement of urban competitiveness in the Yangtze River Delta region

First of all, conventions and exhibitions can create huge economic and social benefits for the development of cities. The exhibition industry not only provides a bridge and window for Chinese and foreign manufacturers to promote brands, exchange technology, negotiate trade, collect market information, seek cooperation, and expand markets, but also stimulates transportation, telecommunications, consulting, hotels, catering, cleaning, advertising, printing, decoration, and security. development of service industries. According to a joint survey of the Commonwealth Exhibition Industry: Exhibitions are better marketing intermediaries than professional magazines, direct mail, salesmen, public relations, newspapers, television and other means. Every 1,000 square meters of exhibition area can create nearly a hundred job opportunities and achieve considerable economic and social benefits, so it is valued by countries around the world. Surveys show that in the past three years, the revenue from exhibition venues alone has accounted for more than 80% of the revenue from exhibition venues nationwide every year.

Secondly, the development of the exhibition industry has brought lasting prosperity to the city. Conventions and exhibitions are inseparable from corporate economic activities, which determines that conventions and exhibitions have strong wealth and welfare effects on cities, industries and residents. It directly stimulates the development of foreign trade, tourism, hotels, transportation and other industries. Conventions and exhibitions can quickly improve the functions of a city, increase revenue, enhance international exchanges and cooperation between exhibition organizers or cities and exhibition-related fields, promote the development of urban economy, science and technology and culture, improve the image of the city, and increase the city's popularity. Hannover, Munich, Dusseldorf in Germany, Chicago in the United States, Paris in France, London in the United Kingdom, Milan in Italy, Hong Kong in China and Singapore are all famous "exhibition cities". These cities support the exhibition industry as a pillar industry and mobilize various departments to promote this cause. They not only build large-scale exhibition halls, but also introduce a series of incentive measures and preferential policies to attract exhibition organizers and exhibitors. The boom of the exhibition industry has brought huge profits and urban prosperity.

Thirdly, the convention and exhibition industry demonstrates the image of the most economically dynamic city for attracting investment and provides the best investment environment for a business city. Through the exhibition industry, it is helpful for enterprises to understand the comprehensive environment of relevant cities, which is helpful for exhibition enterprises or other enterprises to make correct site selection and investment decisions, and to create maximum profits for enterprises. For government decision-makers, it is helpful to understand their own position in the global regional and national urban system, including opportunities and crises, strengths and weaknesses, and also to understand competitors. In addition, it will also help decision-makers grasp the key links and factors that affect exhibitions and urban exhibitions, learn from the experience of urban development, and formulate correct urban development competition strategies. According to statistics from the Center for Exhibition Industry Research (CEIR): Among various marketing methods, the turnover of trade shows is second only to direct sales. 3/4 of buyers find new suppliers at trade shows, and more than 1/4 of them find new suppliers at trade shows. of buyers purchased goods at the show. Another statistic from the center shows that in commercial marketing, the commercial sales cost consumed by participating in an exhibition is only half of the commercial marketing cost without exhibition promotion.

2. Current Development Status of the Convention and Exhibition Industry in the Yangtze River Delta Region

First of all, the Yangtze River Delta Convention and Exhibition Economic Belt is developing the fastest among the five convention and exhibition economic belts in the country. Judging from the current development status of several economic regions in China, the Yangtze River Delta urban agglomeration, represented by cities such as Shanghai, has a population of 6% and a GDP of nearly 20% in China. It can be regarded as the most developed region in terms of economy, science and technology, and culture in China. one. Among them, Shanghai’s overall exhibition economic strength ranks among the top in the country.

Secondly, the Yangtze River Delta Convention and Exhibition Economic Belt has a large number of convention and exhibition companies, and international exhibition giants are optimistic about it. Convention and exhibition companies are the foundation for the existence of the exhibition industry. The Yangtze River Delta region has nearly 1,160 state-owned, private and joint venture companies. These international and domestic exhibition companies cover almost every link of the entire Yangtze River Delta convention and exhibition "industrial chain". The Yangtze River Delta region has attracted famous exhibition companies from Germany such as Hannover, Frankfurt and Munich, and most of the top 10 international exhibition companies have settled here.

3. Problems in the development of the convention and exhibition industry in the Yangtze River Delta region

(1) The government competes for the "cheese" of convention and exhibition, and there is a serious lack of market players

The development of the convention and exhibition industry The multiplier effect makes many local governments excited. Some local governments insist on betting on conventions and exhibitions regardless of themselves and their surrounding environment. Some local governments subconsciously regard the development of the convention and exhibition industry as the highlight of their "performance projects," and many cities are flocking to it. . For example, in 2002, Nanjing held 90 exhibitions, of which exhibitions held in the name of the government accounted for nearly 80% of the annual exhibitions, 12.5% ??were held by various chambers of commerce and associations, and only 12.5% ??were held by companies and societies. of around 8.

(2) Industry laws and regulations lag behind

The disorderly construction of exhibition halls has led to disorderly competition in the industry, and for a long period of time, this disorder has Competition will become the main theme of the Yangtze River Delta exhibition industry. Because the exhibition industry mainly serves commodity trading and sales. The international and domestic markets of most industries in the Yangtze River Delta region have become saturated and have entered the stage of surplus economy. As one of the important promotion methods, the exhibition industry will surely be competed for by local governments and manufacturers. In this case, laws and regulations of relevant industries need to be restrained. However, judging from the current situation, industry laws and regulations that can promote the orderly development of the exhibition industry and standardize competition in the exhibition industry have not yet been seen. The exhibition industry has become a mass market. The "bread" that we enjoy, if things go on like this, the development prospects of the Yangtze River Delta convention and exhibition industry will be worrying.

(3) Cross-regional mergers are difficult

Exhibition companies in the region are small in scale and few in number. For example, a survey conducted by the Hangzhou Convention and Exhibition Office showed that the number of convention and exhibition companies in Hangzhou has grown from a few to more than 100 within three years, and about 110 exhibitions are held every year. Among these enterprises, less than 40 have the ability to independently organize exhibitions, and only 10 of them have more than 500 exhibition booths. In this situation, mergers are inevitable. However, under the influence of local protectionism, there are many obstacles to mergers between regions. The market environment for the survival of the fittest in the exhibition industry in the Yangtze River Delta has not yet been formed. Especially in some large-scale exhibitions, the traces of government participation or interference are very obvious. Enterprises, especially private enterprises, are in a weak position in the industry.

(4) The distribution of exhibition halls is tilted towards a few cities

The exhibition industry in the Yangtze River Delta is showing a concentrated trend. In terms of exhibition hall scale, the area of ??the five major exhibition halls in Shanghai exceeds 10,000 m2. , Zhejiang has 10, and Jiangsu has 11. Exhibition halls with an area of ??more than 100,000 m2 have appeared in Shanghai, Hangzhou, Yiwu, and Nanjing. Among them, the Shanghai New International Expo Center currently has an exhibition area of ??125,000 m2. When completed in 2010, the total exhibition area will reach 250,000 m2, which will further strengthen Shanghai's leading position in the domestic and East Asian exhibition markets. From the perspective of industrial efficiency, Shanghai is the well-deserved "leader" in the exhibition industry in the Yangtze River Delta region. In 2004, the five major exhibition halls held more than 260 exhibitions, including 16 exhibitions with a scale of 50,000 square meters. Cities such as Hangzhou, Suzhou, Nanjing, and Ningbo should not be underestimated. Hangzhou's "Western Expo" is famous overseas. Nanjing held more than 90 large and medium-sized exhibitions in 2002, and Ningbo also organized 36 exhibitions and exhibitions in China. With 634 overseas exhibitions, they have occupied an important position in the Yangtze River Delta exhibition industry.

(5) The industrial layout lacks an overall concept

The exhibition industry layout in the Yangtze River Delta lacks a regional overall concept and has obvious convergence. The major cities in the delta have strong economic strength and have the ability to independently carry out large-scale investment and construction. However, the geo-economic connectivity has not received enough attention. Each city has independently developed the convention and exhibition industry, which has intensified the unhealthy competition in the convention and exhibition industry within the region. . In 2004, there were 15 clothing exhibitions above a certain scale in the Yangtze River Delta, distributed in Shanghai, Ningbo, Yiwu, Wenzhou, Hangzhou and other places, but they often overlapped in time and location. Audiences are often hesitant about which exhibition to visit, and exhibitors are faced with so many exhibitions that it is impossible to attend all of them. As a result, although some exhibitions have good themes, there are not so many exhibitors invited to participate, so they have to randomly invite people. This reduces the attractiveness of the exhibition.

4. Countermeasures to promote the development of the convention and exhibition industry in the Yangtze River Delta region

(1) Adjust the role of the government and guide the healthy development of the convention and exhibition economy

The government is responsible for the development of the convention and exhibition industry An indispensable party in the process. Organizing exhibitions does require government leadership, but the government cannot do everything. The government's positioning should be to focus on the "big" and let go of the "small". Grasping the "big" means that the government creates conditions in the overall development strategy, long-term planning, policy guidance and other aspects of the exhibition industry, plays a macro-guiding role, creates a healthy and orderly market competition environment, and gradually forms a healthy development of the exhibition economic pattern. Letting go "small" means that the government must choose the appropriate time to withdraw from the exhibition industry. Only enterprises are the main body of market competition. Local governments stepping forward to host exhibitions will have a certain impact on the exhibition market and will not be conducive to promoting the industrialization and development of the exhibition industry. Market-oriented and standardized development. Whether at home or abroad, most successful exhibition industries are formed through investment promotion and investment in accordance with market rules based on the conditions created by the government. The idea of ??holding conventions and exhibitions in Daejeon, South Korea and Dalian, China is for the government to create conditions, improve the environment, and concentrate on building convention and exhibition facilities. The convention and exhibition centers in the two places have embarked on a virtuous cycle of development of the convention and exhibition industry by optimizing human resources and convention and exhibition facilities. .

(2) Strengthen the industrial development direction of the exhibition economy

1. Clarify the city’s positioning. At present, it is too early to realize the integration of the Yangtze River Delta convention and exhibition industry. Each convention and exhibition city should fully consider its own position in the entire Yangtze River Delta, combine local characteristics and future development orientation, clarify the hierarchical positioning of the convention and exhibition industry, and find ways to develop the convention and exhibition industry. The entry point is to maximize the synergy between cities at different levels, cultivate collaborative competition between cities at the same level, and ultimately achieve the ultimate win-win situation for the Yangtze River Delta Convention and Exhibition City.

2． Reasonably adjust the layout and structure of exhibition venues. The construction of venues is a prerequisite for the sustainable and steady development of a city's convention and exhibition industry, but the construction of convention and exhibition venues requires long-term planning and scientific design. It is necessary to combine a high starting point and phased construction of venues with the intelligent transformation of existing venues while taking into account local market capacity and regional competitiveness.

3． Based on local advantages, we will strengthen division of labor and dislocate operations. Cities in the Yangtze River Delta must rely on their own advantages, use strong industries or local characteristics as guides, and use the complete exhibition industry chain as a link to build a regional interactive development mechanism for exhibitions. Coordinate the relationship between the convention and exhibition center city and surrounding small and medium-sized cities to realize the reconstruction of the Yangtze River Delta convention and exhibition market resources. Central cities should focus on developing large-scale international exhibitions, while surrounding small cities should focus on professional trade exhibitions, seeking to become "leaders" in specific fields and achieve misaligned operations.

4. Economic benefits need to be improved. In recent years, the construction of convention and exhibition venues in the Yangtze River Delta has been increasing at a rate of 20%, and many cities such as Shanghai, Nanjing, Hangzhou, and Ningbo are all carrying out large-scale construction projects. However, according to international standards, the best market benefits can only be achieved when the utilization rate of the exhibition hall reaches 60 to 70%. However, except for Shanghai, which can reach 50%, the utilization rate of other exhibition halls in the Yangtze River Delta is only 10-30%, and the economic benefits of a large number of exhibition halls need to be improved. The Nanjing International Exhibition Center was built in 2000. In the following three years, the venue utilization rate was less than 19%. It was finally unsustainable and was auctioned in 2003. At the same time, the project and construction of the new exhibition hall were still ongoing. Proceed with great fanfare. Hangzhou International Convention and Exhibition Center has transformed into a car city. It is sad that a large number of exhibition facilities cannot play their due value.

5. Encourage mergers and alliances to enhance the Yangtze River Delta exhibition brand and international competitiveness. In order to accelerate the win-win development of the Yangtze River Delta convention and exhibition industry, we must vigorously encourage cross-regional corporate mergers and acquisitions in the same market. With capital as a link, through strong alliances and complementary advantages, we will build the Yangtze River Delta Convention and Exhibition Industry Belt and form the overall regional competitiveness. In the convention and exhibition industry, brand is a symbol of credibility. The merger and alliance of convention and exhibition companies can effectively promote the brand alliance of similar or similar conventions and exhibitions, integrate superior operating resources, improve overall management capabilities, and promote the Yangtze River Delta convention and exhibition industry to the road of regional win-win. .

(3) Strengthen the training of professional talents in the exhibition industry

1. Establish a comprehensive school education system

In recent years, my country has begun to launch comprehensive education for exhibitions, including degree education, vocational education and job training. Currently, about 20 colleges and universities have begun to offer exhibition management majors or similar majors. Schools at all levels must clearly cultivate the goal of compound exhibition talents, so that practitioners have comprehensive and systematic basic knowledge and professional knowledge. Basic knowledge includes exhibition personnel communication, public relations, knowledge seeking, thinking, language, and knowledge closely related to exhibitions such as planning, marketing, marketing, management, etiquette, advertising design, and services; professional knowledge includes exhibition planning, exhibition management, exhibition marketing, Exhibition business decision-making, exhibition etiquette, exhibition English and other related knowledge. To achieve the scientific and rationalization of the curriculum system and teaching material content, the structure of the curriculum must be reasonable, that is, the proportion of professional courses and related subject courses must be focused, and one cannot be ignored. The theoretical discussion and analysis of the teaching materials must be scientific and international. , and combined with practice. School education must focus on integrating theory with practice, establishing a strategic cooperative relationship between industry, academia and research, and improving the theoretical level and practical capabilities of exhibition education in the Yangtze River Delta.

2． Targeted training for exhibition workers

According to a survey by the China Council for the Promotion of International Trade, 100% of exhibition organizers have the need to train employees, and 77% of senior exhibition managers hope to obtain training from famous foreign exhibitions. Regarding the training of the company’s senior exhibition experts, 68% of the exhibition managers hope to learn the theoretical and practical knowledge of foreign exhibitions, and 70% of the exhibition managers express their greatest hope to participate in domestic short-term training courses. Under such circumstances, there were 12 short-term training activities for various exhibitions in the Yangtze River Delta in 2002, with more than 1,500 participants. Holding training courses is currently an effective way to improve the professional knowledge level of industry practitioners. For those young people who are interested in engaging in the exhibition industry or managers who already hold certain positions, it is provided by industry veterans, experts, university professors and professionals with professional knowledge. Foreign experts come to give lectures and conduct short-term intensive training. The effect is obvious and can solve the problems that urgently need to be solved in the industry. The content can be a combination of popular knowledge and practice, or it can be based on professional themes to make their professional knowledge more comprehensive. This should be a quick, low-cost way to improve the overall quality of exhibition practitioners without affecting the normal activities of the company. A better approach should be regarded as a long-term and effective strategy for training talents in the exhibition industry. During training, training needs analysis should be done to be targeted. In addition, effectiveness evaluation must be done, especially systematic evaluation of the effectiveness of the training system.

3． Give full play to the guiding role of exhibition associations

The exhibition industry is an industry with broad development prospects, and exhibition associations bear important tasks in this regard. After years of research and practice, the American Association of International Exhibition Management (IAEM) has established a systematic and complete professional talent training program since 1975, which provides certain qualifications to the awardees through classroom studies, work practice, catering association activities and examinations. After accumulating a certain number of points, the association will grant a qualification certificate called a Registered Exhibition Manager (CFM). It usually takes 3 to 5 years to obtain this certificate. Having a certificate proves that you have achieved a certain status and honor in the exhibition industry. The association has also exported this training method abroad and signed bilateral cooperation agreements with exhibition associations in Canada, Mexico, the United Arab Emirates and other countries. These countries can use this set of teaching materials and methods to train their own professionals. For qualified candidates, the American Exhibition Management Association also Issue certificate. Therefore, training exhibition professionals in a planned and structured manner will be a major task for the China Exhibition Association in the future. The my country Exhibition Association can also conduct industry certification examinations for exhibition talents, and stipulate that corresponding training should be taken before the examination. The exhibition association can designate some qualified and quality-assured institutions as designated training points. Under the pressure of passing rates, these training institutions will take the initiative to consider how to improve the quality of teaching, and the exhibition association will issue certificates to successful students. The association can also do a good job in industry guidance, regularly organize exchanges and business discussions among industry insiders, and broaden their horizons.

Relevant government departments should ensure that the certification work is institutionalized and standardized, and consider the professional qualifications of employees as an important part of the qualification review of enterprises, effectively ensure the quality of exhibition employees, improve the quality of industry services, and effectively ensure training first before employment.