China's exhibition economy is in the ascendant. At present, it is growing at a rate of about 20% every year, and there is still great development potential. In 2004, China's gross national product accounted for 5% of the world's total import and export volume accounted for 7% of the world's total. However, at present, the annual output value of China's exhibition industry is about 8 billion yuan, accounting for only 0.3% of the annual output value of the global exhibition industry. With the continuous growth of China's GDP and the continuous development of service trade, China's Convention and exhibition industry is facing rare opportunities and huge development space in the future. During the Eleventh Five Year Plan period, the proportion of China's exhibition revenue in GDP will further increase. The exhibition revenue will continue to grow rapidly, and the growth rate is expected to be higher than the average level of the tenth five year plan. In 2010, marked by the Shanghai World Expo, China will become the world's largest exhibition country.
With the rapid expansion of China's exhibition market and the deepening understanding of the law of exhibition development, exhibition is increasingly regarded as an important service industry. In order to promote the sustainable development of the exhibition industry, China further promotes the marketization process of the exhibition industry from the three levels of government, enterprises and industry intermediary organizations. The government mainly uses economic and legal means to carry out macro-control and promote services. The shelves of exclusive stores further establish the dominant position of exhibition enterprises, give full play to the service and bridge role of intermediary organizations, and vigorously develop the exhibition industry.
China will strengthen coordination among departments and gradually establish and improve the industry management system of the exhibition industry. The Ministry of Commerce of China will establish a unified management system for the exhibition industry on the basis of the combination of domestic and foreign trade. The management of the exhibition industry will shift from project approval to industry management and policy regulation, so as to accelerate the marketization of the exhibition industry. In terms of management methods, the Ministry of Commerce will establish a work coordination mechanism with relevant departments of the exhibition industry, further strengthen communication with relevant departments and coordinate the formulation of development policies. Correctly guide the construction of exhibition venues and supporting facilities to prevent blind construction. Many local governments have set up unified exhibition management institutions to coordinate the departments involved in the exhibition business such as transportation, communication, tourism, commodity inspection and customs according to the requirements of the environment and supporting facilities required for the development of the exhibition industry, so as to make the exhibition industry coordinate with these departments and industries in interaction.
The Ministry of Commerce plans to focus on supporting 100 brand exhibitions in the next few years, strive to cultivate a number of internationally competitive "exhibition aircraft carriers" and clothing shelves, and further strengthen international cooperation to support qualified enterprises to hold exhibitions abroad alone or jointly. During the Eleventh Five Year Plan period, the number of exhibition enterprises in China continued to grow, the proportion of exhibitions hosted by enterprises continued to increase, government led exhibitions accelerated market-oriented reform, the exhibition industry chain further extended and developed, and the relevant industrial chains such as exhibition planning, exhibition advertising, exhibition design, exhibition transportation, exhibition engineering and Exhibition Tourism expanded rapidly.
During the Eleventh Five Year Plan period, China's exhibition theme is changing from comprehensive to professional, and the main body and methods of exhibition are also becoming professional.
1. The theme of the exhibition has changed from comprehensive to professional. For quite a long time in the past, China's exhibitions pursued comprehensiveness, emphasizing small and comprehensive, resulting in unclear characteristics, generally small scale and weak attraction. The future industrial professional exhibitions will have more vitality. In recent years, the number of exhibitions dominated by the government and the degree of specialization has been continuously improved. Among the new exhibition projects during the Tenth Five Year Plan period, the proportion of professional exhibitions has increased year by year.
2. Specialization of Exhibition Division of labor. Under the planned economic system, there is no clear division of labor among exhibition employees, and multiple functions are integrated. The same group of people is not only the exhibition organizer, but also the exhibition manager, but also the implementer of exhibition projects. The same group of people are responsible for the collection, transportation, arrangement and provision of food, housing and transportation services for exhibitors. The exhibition industry lacks scientific social professional division of labor and cooperation, which is bound to be inefficient. In the future, the exhibition industry must form a situation of professional division of labor and cooperation. The business scope of exhibition supporting service companies will be further refined. Exhibition evaluation, exhibition consultation, exhibition design and decoration are promising industries.
3. Specialization of exhibition practitioners. At present, many exhibition employees in China are monks on the way. In the future, exhibition employees must receive formal exhibition education and training, and their overall quality will be greatly improved, especially the professional quality of managers and project managers. They need to have high work enthusiasm, the best service spirit, broad thinking, keen insight, advanced foresight and skilled foreign language, and be familiar with modern international exhibition business, More participation in international competition and cooperation. The overall knowledge level of employees is the embodiment of the management level of the exhibition industry.
4. The audience is developing towards specialization. Organizing visitors will become more important, and high-quality visitors will play a key role in the success of an exhibition. In the future, most professional exhibition visitors will be decision-makers, trade personnel and scientific and technological personnel in the professional sector.
1. The number of new exhibition projects decreases year by year
After the rapid expansion of the number of exhibitions during the Tenth Five Year Plan period, the exhibition themes of all walks of life have been excavated to a great extent. New exhibition projects are becoming more and more difficult and are bound to decrease year by year. On the other hand, the total number of exhibitions as the base continues to increase. Obviously, the growth rate of the total number of exhibition projects is bound to decline year by year, and the growth rate will further slow down during the Eleventh Five Year Plan period.
2. Competition and integration of exhibition projects
Due to market competition, it is inevitable for China's exhibition projects to compete and integrate in the future. Inferior exhibition projects will be eliminated faster, and Exhibition M & A will reach a climax.
The international exhibition industry is not limited to the concept of exhibition and sales products. It is more about establishing product image or corporate image and pursuing a long-term and lasting brand effect. All the exhibition developed countries in the world attach importance to the brand effect of exhibition and have their own brand exhibitions and famous exhibition cities. It is also the only way for China's exhibition industry to realize brand management. In the future, China's exhibitions will be re integrated. Some exhibitions will grow and develop in the competition, some will disappear in the competition, and some will merge in the competition, so as to emerge more brands.
The biggest feature of the development of China's exhibition industry is the priority development of hardware. In recent years, the country has set off a climax of the construction of exhibition venues. The construction of hardware facilities in the exhibition industry has a trend of advanced development. The construction of exhibition venues has high grade, large area and high scientific and technological content. Although the National Eleventh Five year plan clearly proposes to reasonably plan the layout of exhibition halls and prevent the construction of exhibition halls from overheating, some cities that have not yet built exhibition halls will still try to build exhibition halls. For example, Lhasa and Wuhu will soon build new Convention and exhibition centers; The existing exhibition halls in some cities are in short supply, so the original exhibition halls need to be reconstructed and expanded, which will also increase the exhibition hall area. For example, Hefei is building phase II of Anhui International Convention and Exhibition Center, and the new exhibition hall of Beijing China International Exhibition Center is planned.
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