What are the eight basic elements of an exhibition?

The interaction and function between the basic elements of exhibition constitute the basic theory of exhibition activities or exhibition science. The professionalism, market economy, relevance, comprehensiveness, systematicness and information dissemination of exhibitions also determine the formation of basic theories such as economic driving coefficient theory, market theory, system theory, marketing theory and communication science. We can understand the basic laws of exhibition activities from these basic theories.

First, the market theory of exhibition

Exhibition activities in exhibitions are an ancient and special form of economic exchange (circulation). Exhibition is one of the main media in market economy, and it forms three main forms of market circulation with futures market and commercial exchange. The exhibition activity in the exhibition is that buyers and sellers sign contracts or exchange goods (information) through the exhibition to buy and sell, forming the exhibition market. It can also be seen that exhibition, as a market circulation link, is different from other market circulation methods. In the futures market, commodity trading itself constitutes a link in the exchange process and a regular exchange link in the market. In the process of commodity exchange, there is a process of buying first and then selling, while exhibition activities are generally unconventional and perennial, with relatively concentrated time. Exhibition is a platform for communication between buyers and sellers. This is the market theory of exhibition activities: that is, through exhibitions, buyers and sellers can reach an exchange platform and form an exhibition market. This kind of market is a special market, or a special medium.

CEIR survey in the United States shows that in manufacturing, transportation and wholesale industries, more than two-thirds of enterprises use exhibitions as a means of circulation, and more than13 of enterprises in financial and insurance industries use exhibitions as a means of communication and circulation. The market principle of convention and exhibition activities tells us that convention and exhibition activities have played a media role in promoting trade, exchanging product information, establishing contacts and clinching goods. It is not only an economic means, but also a "barometer" and "weather vane" of the market economy. At the same time, as an activity medium, buyers and sellers are two important factors, both of which are indispensable.

In primitive society, exhibition, as the only form of exchange, plays a self-evident role. In modern times, commercial circulation plays a leading role. But exhibitions still play a huge role. General commercial circulation plays a leading role in consumer goods, while trade shows play a leading role in capital, technology and information circulation. It is precisely because of these remarkable functions of trade shows that from the perspective of buyers and sellers, the marketing of trade shows has formed its own unique marketing connotation. When participating in the exhibition, buyers and sellers can fully implement the information exchange, product pricing, sales and product marketing strategies of enterprises (individuals). It can be said that attending trade fairs is an indispensable part of enterprise (individual) marketing.

Second, the exhibition marketing theory

McCarthy put forward 4Ps theory in his marketing theory, that is, buyer theory: product, price, place, promotion, and Robert? Lauterbourne (Robert? Lauter-born) put forward 4Cs theory, that is, seller theory: customer solution, customer cost, convenience and communication.

Introducing the buyer-seller marketing theory into the exhibition market will help us understand the characteristics, connotation and principles of exhibition marketing.

Modern trade show is the most typical marketing exhibition in the exhibition market. It has the following functions: providing market concerns and reflecting some markets; Determine and improve market transparency; Help to open up new markets; Can directly compare products and utility; It enables people to exchange information and experience human senses in a centralized way.

The principle of exhibition marketing is embodied in participating in trade exhibitions, which has four connotations and characteristics:

1, exhibition as a way of communication

The communication process means exchanging news and information with each other. The same is true of trade shows. Although exhibitors are mostly information providers at first, they set up booths, display products and send people to participate, but the audience is only the receiver of information at first, but the audience has become an active participant in information exchange. Real exhibitions will play the role of this medium, and communication is one of the core functions of exhibitions and fairs. The implementation means of the company's external communication strategy are advertising, promotion, direct selling and public relations.

2. Exhibition as a means of price.

How to use price means depends on customer composition, company size, office location and transportation distance. When communicating with customers, the company can learn the necessary information to formulate the price strategy. Participating in the exhibition will help to improve the existing price means and discover new market areas.

3. Exhibition as a means of distribution.

A brief analysis of all aspects of the composition of circulation means shows that it is of great significance to participate in trade fairs. When making the distribution strategy, the company needs to supplement and adjust the sales organization, reorganize the sales team, recruit retailers and sales representatives, and find partners in goods transportation and storage. At the same time, we should consider adjusting and improving the quantity and quality of existing distribution channels. Participating in the exhibition will help to accomplish these tasks.

4. Take the exhibition as the product combination.

Companies must focus on which categories of products to choose for the exhibition. When applying this product strategy, we must fully understand the life cycle of existing products and the face-saving market.

All aspects of the product portfolio and the market prospect of the product itself can be tested during the exhibition.

The four connotations in exhibition marketing, starting from the seller (exhibitor), determine the marketing combination of communication means, price means, distribution means and product strategy. These are the four combinations of exhibition marketing.

Thirdly, the driving coefficient theory of exhibition activities.

The history of convention and exhibition activities in Europe and America for nearly a hundred years shows that the holding of convention and exhibition activities has brought a chain effect of related industries to the host city, also known as the convention and exhibition effect. The related industries here include printing, hotel, catering, retail, tourism, communication, taxi, advertising, aviation and other related industries. According to ——IFO Institute, a famous German economic research institution, the direct and indirect economic benefits brought by Munich convention and exhibition industry were investigated. By investigating the total expenditure of exhibitors and visitors in Munich 1998 and 20001year, the Institute analyzed urban employment, tax revenue and industrial benefits, and calculated the annual average. Finally, the following conclusions are drawn: if the income of exhibition activities is 1, then the economic benefit of exhibition activities is 10. This is the origin of the pulling (driving) coefficient of convention and exhibition economy 1: 10. But this pulling coefficient is only an average value, depending on the structure and scale of this exhibition. The greater the driving coefficient of exhibitions with strong international audience and many exhibitors, the smaller the driving coefficient of domestic and local exhibitions. In Dalian, which held an exhibition earlier in China, the pulling coefficient of a local exhibition in Dalian was investigated and the conclusion was 1: 8.5 ~ 9. The direct input-output ratio of the related economic benefits brought by Shanghai convention and exhibition industry is 1: 6, and indirectly reaches 1: 9. Because of the driving coefficient of exhibition or the economic benefits of exhibition, many cities are optimistic about exhibition, a sunrise industry with strong correlation and marginal radiation. Famous exhibition cities such as Europe and America, Hanover, Asia, Paris, Las Vegas, China, Hongkong and Singapore have brought huge profits to the city. The annual exhibition turnover in France reaches 8.5 billion francs; The United States holds more than 200 commercial exhibitions every year, bringing in US$ 3.8 billion, and Hong Kong's annual exhibition income reaches HK$ 7.5 billion. During the China 1999 Kunming World Expo, the tourism revenue of Yunnan alone reached 174 billion yuan. Exhibition activities not only bring considerable economic benefits to the region (city), but also have a far-reaching impact on promoting the rational flow of urban functional needs, adjusting industrial structure and improving the civilized quality of citizens. This is also a deeper expression of the exhibition-driven theory.

Fourthly, the life cycle theory of exhibition.

An enterprise has its own life cycle, and exhibitions also have their own life cycle. The life cycle of exhibition refers to the period from introduction, growth, maturity to decline. Due to the rapid changes of global economic integration and industrial development, the life cycle of exhibition is not only the operation, management and innovation of exhibition itself, but also influenced by other objective factors such as politics, military affairs and economy. The life cycle of exhibition includes four stages: introduction period, growth period, maturity period and decline period.

1, during the lead-in period, the exhibition is a new project, and exhibitors are unfamiliar with the exhibition, so the publicity, promotion and market development of the exhibition are very large, and of course the investment is also very large. It is precisely because of the uncertainty of market, technology and management that the new exhibition is a kind of risk and may die at any time.

2. Growth period. The exhibition growth period is the period when the exhibition moves towards maturity and growth. Exhibitors are familiar with this exhibition and have excellent technical management and service, which increased booth sales and maximized profits at that time.

3. maturity. From the late stage of exhibition growth, the market growth rate slowed down, the sales momentum of booths slowed down, and the exhibition price and profit decreased. Its stage performance is the fierce competition trend of similar theme exhibitions. There will be mergers and acquisitions between exhibitions.

4. recession. At this stage, with the decline of this industry, exhibitions also decline. For example, with the development of the network, global IT exhibitions have reduced the functional requirements of industrial exhibitions, and the exhibitions have shrunk. At present, the profit of the exhibition is very low, and the exhibition itself has a new round of innovation to meet the needs of exhibitors' product market development.

The four stages of the exhibition life cycle are general processes, but some exhibitions have made rapid progress in the operation process, and some have extended their life cycles through innovation during the recession. Of course, some people died in time due to accidental factors or their own factors.

Five, the exhibition system management theory

System refers to an organic whole with specific functions, which consists of several interrelated and interactive elements. Exhibition system management emphasizes the overall management of exhibition organizations, and regards exhibition as an open system and an organization composed of multiple subsystems. Exhibition system should emphasize: (1) the decision of an exhibition (system); (2) Design and construction of the exhibition; (3) Operation and control of the exhibition system (4) Check and evaluate the operation results of the exhibition system to see whether it is effective and efficient.