The key to the success of the exhibition-exhibition booth personnel training In order to ensure good exhibition efficiency and effect, the booth personnel must be trained after being equipped. Temporary and permanent employees, including senior employees of the company, should receive training. The purpose of the training is to make the booth staff understand the exhibition purpose, master the booth work skills, and cultivate cooperation and collective spirit. The training of booth personnel should be included in the exhibition work plan and become a normal work. If possible, arrange more formal training, at least make a simple job description and technical guidance before the opening ceremony. After the booth personnel are selected, they can start training. More formal training forms include preparatory meetings or training courses, which can last for half a day to two days, but the location should be specially arranged. Try to use teaching AIDS, such as projectors and handouts. Training methods should be as formal as possible. The more formal, the more it can reflect the attention of the organizers, and the better the training effect will be. The main person in charge of the exhibition should also participate in the training, which is conducive to improving the training effect. Training content should be systematic, and training materials should be compiled and printed in complete sets. Exhibition industry associations, exhibition research institutions and exhibition consulting companies in some European and American countries arrange special exhibition training, with special booth training materials and videos. , you can buy reference. The training materials should indicate the degree of confidentiality, and the training contents and steps can be divided into three parts, which are arranged as follows: Introduction. Including personnel introduction, compilation introduction and exhibition introduction. The purpose of the briefing is to familiarize the booth staff with the exhibition background, environment and conditions. First, introduce yourself to each other. Trainers and trainees should introduce themselves, not only their names and jobs, but also their knowledge and experience in the exhibition. Exhibition introduction, including exhibitions and booths. Exhibition information, including name, location, exhibition date, opening time, venue plane, exhibition hall location, entrance, office, restaurant, toilet location, etc. Booth information includes exhibition intention, exhibition purpose, target audience, booth location, booth serial number, booth layout, and overall arrangement of exhibition work. Introduction of exhibition activities, including press conference, opening ceremony, museum day activities, VIP reception activities, etc. , and put forward corresponding work requirements for booth personnel. In the introduction of exhibits, it is necessary to introduce each exhibit in detail, its performance, data, use and purpose. Market introduction, including sales scale, sales channels, rules and regulations, characteristics and habits, sales price, etc. Work arrangement. Arrange booth work for booth staff and put forward requirements and standards, so that everyone in the booth must know and understand the purpose of the exhibition; Arrange booth work, including audience reception, trade negotiation, information release, public relations work, news work and follow-up work. , division of labor, put forward requirements; Management arrangement, including working hours, scheduling, daily booth meeting, record management, etc. Administrative arrangements, including accommodation, catering, travel, schedule and other arrangements for booth personnel. The main purpose of the exhibition is to clinch a deal, and the preparation of the booth is all around this, including market research, supply preparation, product information preparation, trade terms preparation and so on. Technical training. Mainly training booth reception and promotion skills. Booth work is different from work in other environments, and even experienced salespeople should be trained in booth skills. Simulation methods can be used, and systematic training materials should be prepared. In addition, if possible, it is necessary to cultivate the booth staff's serious work attitude, cooperative spirit and collective consciousness. Exhibition talents: quality is more important than certificate. In recent years, there are more and more large-scale exhibitions in China, and the demand for related talents is strong. Exhibition talents can be divided into three levels: first, professional conference or exhibition organizers, including planning, on-site management, investment promotion, etc.; Second, venue management talents and exhibitors' exhibition talents; Third, service talents, such as translation, logistics, advertising, tourism, hotels and construction talents. Exhibition talents can also be classified according to exhibition core talents, exhibition auxiliary talents and exhibition supporting talents. According to the statistics of the labor and social security department, there are currently more than 1 10,000 employees in China's convention and exhibition industry, and there are10.5 million management talents engaged in business planning. Industry experts believe that the success of a large-scale international exhibition requires 80 to 90 exhibition professionals. Although there are many exhibitions in China at present, there are not many international brands. The key lies in the lack of excellent exhibition planning and management talents. Such talents need strong activity ability, organization ability, language expression ability and communication ability, as well as active thinking and wide knowledge. Convention and exhibition industry is a new industry in China, and there was no such major in colleges and universities before. However, in recent years, dozens of universities in China have opened exhibition majors. At present, there are at least more than 10 certificates issued in China, and there are three more influential certificates in Shanghai: 1. Qualification certificate of Exhibition Planning and Practice, a training project for talents in short supply in Shanghai; 2. The training and certification system of "registered exhibition manager" introduced from the United States; 3. The new occupation "exhibition planner" introduced by the labor and social security department. Then, can job seekers become sought-after exhibition talents after obtaining the certificate? Chen Jianguo, vice president of the School of Continuing Education of East China Normal University, told a true story: a job seeker applied for a convention and exhibition company with a certificate. After investigation, the interviewer found that he did not have the quality and ability to engage in the exhibition industry at all, so he questioned: "The certificate is useless!" Wang Mingming, vice president of Shanghai Convention and Exhibition Industry Association, also said that there are no professional access restrictions in the convention and exhibition industry. Unlike some industries that need to be qualified to enter the industry, exhibition enterprises will not attach too much importance to certificates. This shows that the gold content of the exhibition certificate is not high. Compared with other academic qualifications and certificates, exhibition employers pay more attention to quality. Wang Mingming believes that "exhibition talents are characterized by high IQ, high risk and high return, and we must have a clear understanding of this." But high IQ is not equal to high education. Wang Mingming pointed out that it takes at least 8 to 10 years for graduates with bachelor's degree or postgraduate degree to become mature exhibition planning and management talents. However, there is a big difference between high-level exhibition talents and those who knock and knock at the exhibition site. For example, excellent simultaneous interpreters are rare in China at present. All kinds of high-level exhibition planning talents, advertising creative talents and venue management talents need high IQ, otherwise they will not be competent. Chen Jianguo believes that if training and research are overheated, the problem will not be great, because the market will adjust. Certificates with high gold content will be recognized by the market, and certificates with low gold content will gradually withdraw from the market. Through market competition, only the certificates that can stand the market test survive. Wang Mingming also believes that the convention and exhibition industry is a comprehensive industry, involving many professions. If we only talk about exhibition talents in general, it may mislead other people's children. For example, some schools offer exhibition design majors, and the concept of exhibition design is too broad. In fact, the exhibition talents needed by different industries are completely different. Those who can do an auto show may not be able to do a mold show. The key is to have industry knowledge. The exhibition industry needs talents who know the most about the industry. For example, domestic museums hold bronze exhibitions abroad, and how to insure these national treasures is a big problem. At this time, we need to rely on insurance talents. Some schools lock their majors in exhibitions, which may restrict exhibition management. The first half of 2003 was an eventful year for the exhibition industry. The war between the United States and Iraq in March not only made the exhibition industry in the Middle East bear the brunt and suffered a serious contraction, but also caused a big impact on the world exhibition industry. As the war situation gradually becomes clear and the clouds gradually disperse, it seems that the convention and exhibition industry can finally take a deep breath and settle down to rebuild the rivers and mountains. SARS is raging again, and it is very likely that it will never stop until it is defeated. Just when many exhibition organizers lament that it never rains but it pours, have we ever thought that if the exhibition industry has already introduced enough risk management mechanism, it will not be so passive in the face of sudden unfavorable conditions? The operation of various industries and enterprises is inevitably accompanied by risks. Only by managing and controlling all kinds of risks can we ensure stable operation and development, and the convention and exhibition industry is no exception. Everything should be divided into two and treated dialectically. On the one hand, the war between the United States and Iraq and atypical pneumonia have caused great contusion to the exhibition industry, but on the other hand, we have realized the necessity of implementing risk management in the exhibition industry in time. In the future work, the exhibition industry and exhibition organizers should take this as a guide, follow the methods and procedures of risk management, and first identify, confirm and measure the potential risks of holding exhibitions by accumulating various historical statistical data, and then formulate measures to prevent and deal with risks on this basis, so as to nip in the bud, or even if risk events become a reality, they can block the way and cover up losses to a minimum. As the saying goes, we should learn from the past and learn from the future. Relevant exhibition practitioners should seriously think about how to implement exhibition risk management. Only by scientifically and effectively integrating the risk management system into the exhibition industry can the organizers and participants of the exhibition be fully prepared, and the exhibition industry can overcome difficulties, develop healthily and advance steadily in the unpredictable international, domestic, natural and social environment.