Trend Analysis Of Exhibition Industry In China

According to John Naisbirt, a famous futurist, in his book "big trend", the more developed technology in the world, the more people hope to meet.

In the past hundred years

The formation and change of these theories gradually confirm these futurists' theories.

The formation and change of any industry is affected by the overall environmental factors such as its background environment (population, economy, nature, technology, politics, culture and Society), market changes, maturity and so on, and the exhibition industry is no exception.

In order to analyze the environment of MICE industry, we should conduct a scientific and systematic cross analysis between the classification and definition of exhibition industry, the factors affecting participation, international quality standards, market segmentation, industry supply chain, buyer and seller, intermediary supplier and supplier, environmental considerations, growth and decline analysis, management mode, service process, exhibition industry development form, purchasing power analysis, and venue investment.

In the related research napkins, we collate three essential factors that affect the market environment: economic, technological and social factors.

(1)

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Convention and exhibition industry has been growing steadily and steadily from the beginning and the beginning of development. It has been increasing at an annual rate of 8% to 12%. But when the global economy was in decline and profits declined in 2002, it indirectly led to the reduction of the number of exhibitions, the decline in the number of exhibitors and the loss of business units.

In response to this phenomenon, European and American agencies, suppliers and related exhibition investors began to adopt more flexible marketing practices, more active publicity strategies and different management methods to cope with the risks posed by the potential instability of the economy.

From the 2002 survey, 200 British Convention and exhibition centres were found.

57% of the members intend to invest more in marketing, advertising, public relations and publicity in 2003, in order to get more exhibition revenue.

In the industry trend, there are many factors that affect the economic factors of the exhibition industry, especially the infection of epidemic diseases, such as 5ARs, and the war in the Middle East, rising oil prices, rising prices and rising unemployment rate. All these will cause the exhibition to be cancelled or delayed.

(2)

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Another factor that affects the exhibition is the progress of science and technology. Science and technology have changed the way and efficiency of pmitting knowledge and information in the exhibition activities, and changed the working methods and marketing methods of organizing and planning the exhibition.

Almost no exhibition planning unit is equipped with computers, networks and advanced display, audio-visual equipment and software. Otherwise, it is not possible to plan.

In order to increase the efficiency of organizing the anti planning work, increase the acceptance of the market, facilitate the contact work and grasp the progress, facilitate the pmission and marketing, etc., there are more and more exhibition organizers and professional exhibition service companies have begun to adopt the e solution to meet the market demand of the exhibition industry.

E refers to electronic orders (booking room accommodation, scheduled flights and seats, booking space for counter location), electricity ticket (out of badge identification information and program arrangement, etc.), online paper system (through network mechanism to select, audit and arrange), online registration (including online collection mechanism, etc.), high-speed wireless pmission system or no use, so that exhibition industry workers can more effectively communicate with customers, increase communication, achieve the desired goal, and more importantly, save budget expenditure.

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(3)

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From a variety of socio demographic assessments to understand the development trend of MICE industry, we can find that due to the coming of the age of the aging society and the extension of working time, it is necessary for people to continue to participate in exhibition activities, so as to enhance their expertise and experience.

For example, according to the analysis of the participants' information, there are more and more women representatives attending the exhibition in Europe and America. Most of the singles are in the majority. At the same time, the family members who participate in the exhibition continue to increase, and the family tourism and exhibition activities are combined.

An international conference in London, England, even arranged for some trained nannies to take care of the children of the delegates, and arranged a special children's itinerary.

From the above three factors, the development trend of the exhibition industry is not only an important reference for planning exhibition activities, but also a key point and consideration for the management of exhibition items.