In recent years, with the increasing demand for exhibition professionals and the shortage of professional teachers in China, I have also participated in some exhibition education work while practicing business. Besides engaging in exhibition business every day, I spend most of my time studying Chinese and foreign exhibition materials. After reading a large number of Chinese and foreign exhibition materials, I found such a problem: many materials can not guide my practice and management well, and some materials may even mislead me. The so-called flexible use of knowledge, not everyone can "master", especially the domestic exhibition industry has not yet formed a unified and complete discipline system. So, I decided to tell stories and provide some practical reference cases for readers. This book will describe my experience in the exhibition industry through stories. A person who loves his work is like taking care of his own children. He always hopes that he can thrive. Once a child is ill, parents can't stand by and watch. The development of an industry, like the growth of a child, needs to be cared for and cultivated. So I began to tell my own story. I believe that the knowledge contained in the story is not available in any textbook. Now the development of exhibitions in China has entered a strange circle: the so-called "good" exhibitions in the media and the "first" exhibitions that can be announced have long been pale and powerless; Scholars say "good", but students will find that they can't meet the market demand after they take up their jobs; Practitioners call it "good", but how many business owners who do exhibitions are not secretly worried? The layman said "good" and the dollar fell from the sky. As a result, more than half of the people who picked up the dollars were killed or injured. Is this development scientific? Don't! Because from the macro guidance of the government to the emergence of commercial exhibitions, from vicious competition in exhibition services to disorderly competition in the market, from normal approval to non-public confirmation, if you want to find a foothold in the exhibition industry in China, you must understand that although you are brilliant and have studied exhibition management and exhibition planning, in the eyes of your boss, you may not be better than a retired veteran cadre (according to an online survey, only 22% of people chose college students, but chose to find one). It's not because there is something wrong with your knowledge, but because you don't know the national conditions of China, so you can't use it. As far as the convention and exhibition industry in China is concerned, only by summing up practical experience and laying a solid theoretical foundation can we show our talents in the future work.
The domestic exhibition industry is far more chaotic than you think, and the disorder of competition is more intense than you think. As an educator, I want to write a formal textbook for everyone to learn. However, the publication of teaching materials is a sacred thing, and I am afraid I will make a mistake. In recent years, I have often communicated with some colleges that offer exhibition majors, and basically found that everyone is in a contradictory period. The lecturer wants to speak well, but there are no excellent teaching materials; The industry says that there is insufficient employment, but it is not easy for students to find internship opportunities; I have tried my best to get students to participate in the practice, but I still can't satisfy the enterprises with students. The problem lies not in educators, but in the irregularity of China's education system and exhibition development. In the process of learning, we didn't tell students what the hidden rules are. We always say that science and technology are the primary productive forces, but in reality, science sometimes needs a stable foundation? But in the exhibition industry, too many hidden rules are against the laws of science! We can't provide students with the knowledge they need. German students design projects as soon as they enter school and verify them in practice, while China's exhibition education is still in the era of studying hard. Moreover, the hidden rules and development speed of the industry also make some educators very helpless. The only thing that can guide students is how to plan their future reasonably. How to better master the professional knowledge of exhibition; In the early stage of employment, you can try to be a clerk or an exhibitor. During your continuous study and work, you can use your professional knowledge to participate in some project operations until you really play your potential. So educators, learners and employers are all looking for a way out.
In addition, I would like to mention the "Westernization fever" in China in recent years. In recent years, whether in foreign trade, logistics, tourism or exhibitions, there has been a phenomenon that "foreign monks like to recite scriptures". On the one hand, we really need to learn from developed European countries in some places. On the other hand, due to the different development bases such as national conditions and systems, we must innovate ourselves. Blind worship is not advisable. China people can only be imitators when they get rich by referring to "Western Economics". I have seen some German-American exhibition materials, which are summarized as follows:
First, from the development background, the evolution of China in the process of historical, economic and cultural development determines that there will be many problems in the early development of the convention and exhibition industry; However, some western management concepts and productized and systematic science are not feasible in China, which is due to the different market bases.
Second, technically, our basic productive forces are backward. Many advanced technologies have no room for display in China. Even if advanced technology is introduced, it may have to be abandoned because of the lack of professional management talents or supporting equipment.
Third, from the perspective of legal protection to market-oriented business model, China people are not surprised or stupid. What restricts the scientific development of convention and exhibition industry is the hidden rules of China's system and market environment. Therefore, good scientific management has become a waste in China, and foreign guns cannot compete with local guns. There are many examples of convention and exhibition industry in China.
Fourthly, from the research of exhibition theory, we started nearly 150 years later than the western developed countries, and of course we can't compare with it. But as far as some of my personal works are concerned, some European exhibition colleagues also said: technically, my theory is not applicable to them, but from the humanistic point of view, from the service consciousness and other aspects, my theoretical research results have a unique oriental mind and delicacy. For example, in my lectures, I often talk about role-playing, the orientation of the eight elements, and non-agreement exhibition cooperation, which the Germans can't understand.
Five, Germany, the United States and other countries in the exhibition operation, exhibition project research, exhibition project budget, exhibition information application and a city, a regional exhibition economic development potential research, etc., through scientific and detailed analysis to draw conclusions. When some scientific experiments or research data are put in front of you, you have to admit that the gap between us is very obvious. However, these foreign exhibition elites can't give full play to their strengths at home. My personal understanding is "acclimatization". At the same time, we have to admit that the data provided by us may mislead these exhibition elites to judge the development of China's exhibition industry.
As early as 2003, I thought about writing a book about exhibitions. But after thinking for a long time, I finally decided not to write. I think writing books is the job of experts and professors, not the problem that exhibition operators should consider. So so far, I haven't decided whether to publish a textbook to write my research results. It is really helpless to choose the way of writing stories to spread knowledge! But this way can not only enrich the exhibition culture, but also promote everyone's career development. I think this may be my values.
In recent years, people are generally concerned about the following three categories (for example).
The first category: mainly exhibition students, mainly concerned about the following issues:
First, how to enter the exhibition industry and how to make a successful exhibition project;
Second, how to keep abreast of the exhibition trends and learn to scientifically analyze the exhibition market;
Third, how to operate the exhibition company and how to form a business relationship chain;
Fourth, how to position yourself, and what knowledge is needed for exhibition planning and exhibition marketing personnel.
5. How to gain government recognition and become an excellent exhibition professional;
Six, well-known enterprises how to enter the exhibition, what conditions should have;
Seven, the school provides too few internship opportunities, where are we going to practice;
Eight, after graduation to work in exhibition venues, what you need to learn and what you need to pay attention to;
9. What should I do if the textbook knowledge is different from the actual demand?
……
The second category: social workers, with a certain working foundation, mainly focus on issues:
First, how to do exhibition marketing well, and what methods are there for conference marketing and exhibition marketing;
Second, how to invite the audience, where to find the audience database, and whether there is a professional service organization;
Third, how to make a good budget for exhibition projects and how to constitute the income and expenditure of exhibitions;
Fourth, how to make the opening and closing ceremonies and how to invite foreign experts and professors to give speeches;
5. How to increase the transaction volume of exhibitors and how to carry out scientific on-site management;
Six, how to carry out the personnel management of exhibition and how to write the standard text related to exhibition;
7. What are the profit channels of exhibition services and exhibition production institutions?
……
Category III: Issues of concern to industry authorities, associations and government functional institutions:
First, how to make profits by operating the convention and exhibition center and how to introduce convention and exhibition projects;
Second, how a region or city develops exhibition economy;
Third, how to carry out exhibition education and what is the prospect; How to correctly construct the curriculum system of exhibition specialty;
Fourth, how to formulate some standards and regulations, and how to do a good job of diversified management between government exhibitions and commercial exhibitions;
5. How to build exhibition brand and how to use exhibition to promote regional economic construction;
6. What problems should be paid attention to when investing in convention and exhibition industry;
……
These questions basically come from the other end of the phone every day. Some just called to chat and wanted to know what innovations I had recently. How did I change from a student to an exhibitor today? Listen to my role-playing training method, exhibition practice system, exhibition site management six systems, exhibition project decomposition consulting system. There are many questions, so it naturally takes a lot of time to answer them. So I think it is necessary to write a book to sum up these problems.
In the past two years, I have also taught some courses about exhibition practice to students in the university. However, due to various reasons, the teaching effect is difficult to reach my expected value. In my opinion, teaching cases, teaching AIDS, experimental space, curriculum, teachers and teaching methods need to be improved. Although I am dissatisfied with the current education system in China, as a teacher, I still hope to cultivate outstanding people in the industry, so I try my best to impart knowledge.
"Crazy Exhibition" will be decomposed and described according to the eight elements in "Exhibition Organization Principles". Then, according to the knowledge of different job requirements, case-based explanations are given; At the same time, it talks about some basic laws of different development stages of domestic exhibitions; As well as exhibition venue selection, exhibition marketing, exhibition enterprise management, exhibition human resource management, exhibition informatization, exhibition emergency and protection, exhibition service and other related exhibition practical knowledge will be displayed in the story, and some methods and skills I have solved in practical work will also be mentioned in the book. In order to ensure the authenticity of the original, this book is completed on the basis of memories, and there are inevitably some unsatisfactory places for your reference only.
The exhibition practice teaching system and exhibition professional manager training course developed by me will be sorted out as a whole when I have time, so I only extract some of them for readers' reference.
First, it is not how profound the exhibition is, but that many people have heard that holding an exhibition can "get rich overnight", but they don't know how to get rich quickly. So, I want to find an exhibition cheats to learn, but I always can't find satisfaction.
Second, is there any science in holding exhibitions? "Yes!" However, China's convention and exhibition industry is still scientific and unspoken.
Third, the convention and exhibition industry in China is deformed from the beginning of its development. At present, there is no government exhibition in China, which is only a superficial statement, but it is actually unrealistic. And some early government exhibitions, in the face of market-oriented operation, have become children without mothers, and suddenly the world has completely changed overnight. Have to consider or merger or acquisition, or from a well-known exhibition to a junk exhibition.
Fourth, China's local achievements project and face exhibition encountered western guns. Whether it is from project audit to audience management, or from information processing ability to booth production and construction, we have to admit that although we work hard, the overall environment still restricts the development of the exhibition. In other words, the government did not do a good job of supervision and guidance in the early stage of exhibition development.
In all these cases, I will communicate with readers by telling stories. Through these stories, you will see a real exhibition world.
200165438+February1kloc-0/,China officially became the 43rd member of the World Trade Organization (WTO). At this point, the 15-year trek and waiting have completely ended, China's opening to the outside world has entered a brand-new period, and China's textile industry has ushered in a historic leap-forward stage. As the world's largest textile producer and exporter, China is striving to transform from a textile power to a textile power after China's entry into WTO. At present, China accounts for 1/8, about 50 billion US dollars, accounting for 13% to 15% of the global market share. During the Tenth Five-Year Plan period, the average annual growth rate of world textile trade will exceed 6%, and that of China textile industry will reach 6.5%. According to ATC regulations, China's textile exports will increase by 50 million US dollars every year, and China's textile exports will reach 75 billion US dollars in 2005. As a textile enterprise, how to make good use of domestic and foreign resources and markets, quickly complete technical updates and promote enterprise upgrading is an urgent task facing enterprises at present. It is particularly important to seize the opportunity to occupy market share. Qingdao, a beautiful coastal city at the southern tip of Shandong Peninsula in China, is an important economic center city and an open coastal city in China. After more than 20 years of reform and opening up, Qingdao is booming and full of vitality. 200 1 year, Qingdao's GDP is131600 million; The total retail sales of social consumer goods was 35.288 billion yuan; The total import trade is 6543.8+0544.38+600 million USD. Qingdao's textile and garment industry has a long history and a solid foundation. It was once as famous as Shanghai and Tianjin and enjoyed the reputation of "going to heaven and going to earth". In the new century, Qingdao textile and garment industry has adjusted its layout and optimized its structure, which has accelerated the pace of building a modern textile and garment industry. Qingdao textile and garment industry in the future will become a modern and international textile and garment industry base. Therefore, it is of great significance to hold the 5th (Qingdao) International Textile Fabric, Accessories and Yarn Exhibition in Qingdao International Convention and Exhibition Center from March 10 to March 12, 2005. This exhibition will extensively invite domestic and foreign enterprises with a certain scale to set up special exhibition halls and exhibition areas according to their specialties. At the same time, various special reports, project conferences and technical exchanges will be held. Further expand the cooperation channels between East China and related industries in China, provide favorable conditions for the large-scale and brand-name operation of textile fabrics and accessories in China, create a good atmosphere for technical exchanges and cooperation between the two sides, and create more business opportunities for enterprises and businesses by taking advantage of the global economic trend of WTO. Exhibition scope: 1. Fabric: linen, silk, cotton, chemical fiber woven, wool, knitted and coated fabrics, various composite fabrics, antistatic, oil-proof, waterproof, flame retardant, radiation-proof fabrics, mercerized, reflective fabrics, elastic fabrics, etc. 2. Textile raw materials: natural fibers, synthetic fibers, plant fibers, auxiliaries, etc. 3. Yarn: circular knitting yarn and flat knitting yarn, woven yarn, socks yarn, clothing yarn, decorative cloth yarn, fur-like yarn and fancy yarn; 4. Accessories: embroidery, lace, lining, buttons, tapes, trademarks, hangers, zipper accessories, etc. 5. Household textiles: decorative fabrics such as bedding, towels, curtains, sofas, dining tables and household items, furniture fabrics, carpets, towels, ornaments and accessories; 6. Design and production system: computer-aided design, auxiliary production system, pattern input system, various textile/clothing color cards, samples, CDs, professional newspapers and magazines, etc. During the technical exchange lecture exhibition, the organizer will organize many technical exchanges, carry out international technical and economic exchanges, and publicize and introduce products. All units can apply for custody. Please specify the exchange theme and submit it to the organizer together with the exhibition registration form, so as to arrange the exchange venue and facilities as soon as possible and organize the audience according to the specialty.