How to write the outline of the paper "The Current Situation and Countermeasures of the Development of my country's Convention and Exhibition Industry"?

[1] The role of disseminating information, knowledge, ideas, promoting economic trade, and communication. The exhibition industry belongs to the service industry and has the unique nature of the service industry. It serves as an effective business platform and communication intermediary between enterprises, as well as between enterprises, consumers and the public, but at the same time it is different from other service industries. With its own personality, enterprises can promote new technologies and products by participating in exhibitions, which can play a role in disseminating information, knowledge, concepts, promoting economic trade, and communication. At the same time, it can bring considerable economic benefits to enterprises and establish a brand image. It has advantages unmatched by other service media.

〔2〕The role of improving the visibility of the host city and promoting local economic development. In fact, an international conference or exhibition not only brings considerable economic benefits, but also immeasurable social benefits. Some of these social benefits are immediate, while more are subtle and gradual. The development of exhibition activities can increase the visibility of the host city, thereby attracting more investment and promoting local economic development. For example, the successful holding of the Fortune Forum and the APEC Conference in Shanghai has effectively enhanced Shanghai's international reputation, promoted Shanghai's status as an international financial and business center, and promoted the economic development of the Yangtze River Delta region centered on Shanghai.

[3] The role of promoting the development of related industries. Every conference or exhibition held will attract a large number of business guests and tourists, which will inevitably drive the development of tertiary industries such as transportation, tourism, and catering. Moreover, the continued development of the exhibition industry will increase the number of exhibition and conference venues, thereby accelerating direct investment in infrastructure and driving the development of primary and secondary industries. According to calculations, the maximum driving coefficient of the exhibition industry is 1:9. If the income of the exhibition venue is 1, then the social income of the related industries driven is 9.

[4] The role of increasing a large number of employment opportunities. Because China is a country with abundant labor and relatively scarce resources. In the two decades of reform and opening up, the tertiary industry has absorbed a large number of labor forces and created many employment opportunities. For social and economic development and social stability, the development of the exhibition industry will drive the development of transportation, tourism, catering, infrastructure and other related industries. Synchronous development plays a huge role. The development of these industries will play a positive role in creating a large number of social jobs. If Beijing successfully bids for the Olympics, it will create millions of job opportunities. In China, although the exhibition industry is an emerging service industry, its role in bringing social and economic benefits and creating employment opportunities is huge.

2. Analysis of the development status of China's convention and exhibition industry after joining the WTO

Currently, there are more than 1,200 various conventions and exhibitions held in China every year, which is the total number of domestic conventions and exhibitions in the past 20 years before reform and opening up. 10 times. According to incomplete statistics, there were 1,262 in 1998, 1,326 in 1999, and more than 1,500 in 2001. In terms of types, exhibitions have developed from comprehensive to professional, such as automobile exhibitions, industrial exhibitions, study abroad education exhibitions, etc., and some professional exhibitions have been recognized by international authoritative organizations in the industry. There are currently 147 exhibition venues in China, and some of them have the corresponding supporting facilities for holding international exhibitions. In addition to professional exhibition companies, conference and exhibition organizers, professional associations, intermediaries, advertising companies, media, mass organizations, universities, etc. have also joined in. At the same time, the convention and exhibition industry has brought huge profits and unprecedented economic prosperity to organizers. China's convention and exhibition industry is developing rapidly at a rate of 20% per year. According to incomplete statistics, in the past 10 years, China's foreign trade export turnover through exhibitions has reached more than 34 billion US dollars, and domestic trade transactions have also reached more than 12 billion yuan. (Source: author’s research)

However, judging from the current development status of my country’s exhibition industry, there is still a big gap between China and foreign counterparts.

(1) Differences in management systems. The management of the foreign convention and exhibition industry mainly relies on industry self-regulatory mechanisms and self-regulatory norms. Government intervention is generally reflected in infrastructure investment and assistance in soliciting large-scale international exhibitions. However, there is still no unified exhibition management department and industry self-regulatory organization in China. According to the current exhibition management measures, all ministries and commissions of the State Council and their affiliated industrial and trade companies, foreign trade companies, associations, chambers of commerce, China Council for the Promotion of International Trade and its industry branches and local branches, local governments or provincial and municipal foreign trade authorities, exhibition venues, overseas exhibitions Organizations, etc. can hold exhibitions. This multi-level and multi-channel exhibition situation has resulted in too many exhibitions. In some places, exhibition "bubbles" have even appeared, making exhibition management chaotic. Moreover, my country's convention and exhibition industry still maintains the exhibition approval system and exhibition company qualification system formed by the planned economy, and has not yet integrated with the market to form a competition mechanism of survival of the fittest. Even though some exhibitions are of poor quality and seriously lacking in organization and services, due to the government exist as a backing.

(2) Differences in exhibition venues and facilities.

The existing domestic exhibition infrastructure is relatively backward compared to foreign countries. In terms of exhibition hall area, the total area of ??national exhibition halls is about 1 million square meters. The only large exhibition halls with an exhibition area of ??more than 100,000 square meters are the China Export Fair Exhibition Hall and Shanghai Compared with the 650,000-square-meter exhibition hall of internationally renowned exhibition centers such as the New International Expo Center and Shenzhen International Convention and Exhibition Center, it is more difficult for domestic venues to hold extremely large exhibitions and conferences; although there are many in various cities across the country Exhibition halls, but most of them are small in area, have single functions, backward facilities, and low service levels. They are not competitive, let alone have the ability to host famous international exhibitions. Most exhibition halls can only host some low-level exhibitions. Foreign exhibition halls are not only large in area, but also very convenient in transportation. Trains, subways, helicopters and other means of transportation can directly reach the venues. The exhibition venue provides a full range of services, including conference rooms, office spaces, banks, post offices, customs, aviation, translation, daily necessities, shops, restaurants, warehouses, parking lots, etc. The overall service system makes the exhibition hall a city within a city. Our country's exhibition hall facilities, such as catering, transportation, communications and other supporting facilities, are also far behind those of foreign countries. In particular, the application of network information technology in domestic exhibition halls is not widespread, which has restricted the improvement of domestic exhibition levels.

(3) Differences in exhibition positioning. Most exhibitions lack clear positioning and their organizational and management models are backward. Compared with internationally renowned exhibitions, our country’s exhibitions lack a clear positioning. Let the exhibitors "eat tasteless and discard it". At some exhibitions, products of all grades and quality are flocked to the market. Some are called international famous brand boutique exhibitions, but in fact they are bargains similar to bazaars. Some exhibitions have even become places to deal with overstocked goods. Some exhibitors also lack positioning and the purpose of participating in the exhibition is unclear, while most manufacturers are just "sitting back and waiting".

(4) Differences in service levels. At present, among the more than 30 domestic exhibitions, only a handful of exhibitions have established relevant service providers, legal consulting agencies, and professional audience inspection systems. In most cases, visitors and audiences encounter some problems when participating in the exhibition. The problem is difficult to solve, and it is impossible to know what will happen after the exhibition. At the same time, there are still deficiencies in the construction of hardware facilities, such as the lack of a post office, necessary business service departments and dedicated transportation lines. In these aspects, foreign exhibitions can be said to have everything. Therefore, the service level of Chinese exhibitions needs to be improved. In this regard, we can learn from the city of Hanover in Germany. Large-scale professional exhibitions such as the cebit exhibition and the International Industrial Exhibition held here every year take billions of dollars from the pockets of visitors from all over the world. Its secret is that everything revolves around the exhibition and serving visitors. The layout of the exhibition venue puts comfort first, with air flow, bright light, suitable temperature, and a loose layout. Among the many exhibition venues, there are many facilities everywhere. The cafe is a place for people to rest, chat, communicate and negotiate business. It is very convenient to take a bus in the city with the "one-pass" pass for the exhibition hall. The convention and exhibition industry is a service industry, which is different from the manufacturing industry. If we don't spend a lot of time on service levels, China's convention and exhibition industry will have no future.

(5) Differences in exhibition talents. At present, there is a severe shortage of professionals in my country's convention and exhibition industry. The professional skills and management level of most employees are far behind those of developed countries in the convention and exhibition industry. This is a major constraint affecting the development of my country's convention and exhibition industry. In addition to historical reasons for the acute shortage of exhibition professionals, it is also very important that so far there is no place dedicated to cultivating exhibition professionals in our country. Like Hannover and Frankfurt, many Chinese senior managers of foreign exhibition companies were poached from domestic exhibition companies. The advantages of developed countries in the foreign exhibition industry lie in advanced management experience, standardized service standards and processes, and advanced talent mechanisms. Therefore, while cultivating professional talents, China's exhibition industry must also establish an advanced talent mechanism to prevent brain drain.

3. Analysis of development strategies for China’s convention and exhibition industry after joining the WTO

On December 11 last year, China officially became a member of the WTO. So what impact will China’s convention and exhibition industry have after joining the WTO? According to the relevant provisions of the General Agreement on Trade in Services and information released by the Chinese government, among the 142 service trade industries in 11 categories, the convention and exhibition industry is not among them. Judging from the status of WTO accession negotiations, our government has not made any commitment to opening up the exhibition industry after its accession to the WTO, and WTO member states have not made any requests in this regard. In addition, according to the relevant regulations of the Ministry of Foreign Trade and Economic Cooperation, after China's accession to the WTO, foreign businessmen are still not allowed to register and establish wholly-owned exhibition companies in China, but they can establish joint ventures with Chinese parties. According to the actual situation of my country's current exhibition market, the approval system cannot be abolished. Therefore, my country's exhibition approval management system is still effective. This provision is also in line with the provisions of the World Trade Organization, which is to protect the national industries and emerging industries of developing countries. Although there are the above favorable factors, after all, the "wolf" is coming, and there must be a sense of crisis and urgency. Overseas multinational exhibition organizations have rushed to seize the Chinese market and set up institutions or joint ventures. For example, Germany's Hannover, Cologne, and Iguedo, and Italy's Milan International Exhibition Center have already established branches in Beijing and Shanghai. China's exhibition industry will face foreign Peers have a more direct and intense impact. The still immature Chinese exhibition industry will face more intense competition, and the exhibition economy will integrate with international standards at a faster speed. Under this situation, the development of my country's exhibition industry has both new opportunities and severe challenges.

In this regard, the author puts forward the following suggestions for the future development of my country's exhibition industry:

(1) Comply with the rules and give full play to the role of industry associations. After entering the WTO, the government was determined to comply with the rules, change its functions, and withdraw from direct intervention in the operation of the market economy. Gone are the days when government and enterprises were not separated, and the service and management functions that enterprises look forward to, such as relationship coordination, information transmission, and market regulation, will be implemented by industry associations. Therefore, the role of associations should be brought into play to strengthen industry self-discipline and coordination. Establish a national exhibition industry management organization as soon as possible, and use high-tech means such as computer network technology to establish a nationwide information network; straighten out the relationship with customs, taxation and other relevant departments, cancel the multi-track price system, and establish an open, fair, and We will strive to achieve a fair exhibition environment and competitive order in terms of operations and strive to standardize them as soon as possible and gradually integrate them with international practices. In addition, the transformation of government functions does not mean complete liberalization of the market. On the contrary, the government's macro-control will marketize, dynamicize, evaluate and certify the quality of exhibitions and the qualifications of exhibition companies, and gradually transition from the approval system to the standard system. and registration system. So that the exhibition industry can have "laws" to follow and "rules" to follow. It is reported that relevant departments of the Chinese government are currently formulating relevant regulations on the management of the exhibition industry, and some local governments are also starting to legislate the exhibition industry. For example, the first local regulation for the domestic exhibition industry, the Shanghai Exhibition Regulations, has entered the drafting stage. Its main content is to straighten out the legal relationship between the administrative departments and the customs, commodity inspection, industry and commerce, taxation and other departments, and overcome the shortcomings of multi-party management. , the qualification requirements and legal procedures of exhibition companies for hosting exhibitions will also be considered.

(2) Improve service levels and accelerate talent training. The exhibition industry belongs to the service industry of the tertiary industry. It is different from the primary and secondary industries. It is a marketing process. The key is talents, customers and services. The demand for funds is not outstanding. The improvement of service level requires not only improving software services, such as setting up relevant service providers, legal consulting agencies, and professional audience inspection systems, but also improving hardware facilities, such as setting up post offices, necessary business service departments, and dedicated transportation lines. After joining the WTO, more foreign investment and exhibition management personnel will enter China, which will bring advanced experience and concepts to the international exhibition industry. With good concepts, we can cultivate our own exhibition talents, formulate rules and systems, and improve software and hardware services. The shortage of exhibition professionals is a bottleneck restricting the development of the exhibition industry, so it is urgent to speed up the training of exhibition professionals. Relevant departments should promptly organize training courses and lectures for exhibition professionals. This kind of training courses and lectures are very important, because students studying in colleges and universities will take at least 3 years and as many as 4 to 5 years to master professional theories from now on. Most of the people currently engaged in exhibition work have practical experience but lack theoretical knowledge and advanced and modern exhibition management methods. If they can pass short-term training, they can achieve immediate results.

(3) Convention and exhibition should move towards industrialization and branding. After joining the WTO, with the opening up of my country's service trade field, the large-scale entry of foreign exhibition companies has intensified the competition in my country's exhibition market, prompting my country's exhibition industry to face the market, carry out cross-regional and cross-sector strategic reorganization in the competition, and organize exhibitions. Group, realize capital expansion, increase the scale of enterprise organization, and embark on the road of industrialization.

The convention and exhibition industry must establish brand awareness, identify the leading exhibition, and give full play to the overall effect of the city's convention and exhibition industry in order to accelerate the development of the convention and exhibition economy. Nowadays, economic globalization has become an inevitable trend, and the development of the exhibition industry is no exception. In the long run, to develop the local exhibition economy, we must be internationally oriented and form a brand. This is true of all world-famous exhibition cities: when we mention Hannover in Germany, we know that this city has famous exhibitions in telecommunications technology, machinery and equipment engineering and other industries; when we mention Las Vegas in the United States, we know You will quickly think of the comdex exhibition; Paris, France, known as the "Exhibition Capital", is world-famous for fashion, cosmetics and other exhibitions and has always led the world's trends; while Hong Kong is famous for its jewelry, furs, toys and other exhibitions. It is not difficult to see that the brand of a city's exhibition industry is closely related to its own economic and industrial development characteristics. To vigorously develop the exhibition economy, we must establish a city brand for the exhibition industry based on its own economic development direction. Establishing a brand exhibition requires a clear positioning. If it is a company that has successful experience in organizing exhibitions and has been operating well-known domestic exhibitions, it must always pay attention to the industry trends in the international market, and actively join forces with relevant foreign institutions to strive to expand the visibility of the exhibition in the international market; if the company operates If your exhibition is still in the domestic regional advantage or an exhibition company developing new themes, your first business thinking should be to strive to expand the influence of your exhibition in the country, just like my country's Haier, which is successful in China and strong in the world.

(4) The Internet can be used to complement each other between physical exhibitions and online exhibition transactions. Regarding the Internet, people are generally more happy than worried. The arrival of the Internet era has brought new opportunities to the exhibition industry. Online exhibitions have become a new landscape and new highlight of the exhibition industry. As we all know, venue construction requires large investment, long cycle, and high risks. However, establishing virtual exhibition halls and holding virtual exhibitions on the Internet can save a lot of time and money and greatly improve the efficiency of the exhibition. There is a large gap in the construction of exhibition halls in our country. It is necessary to expand and build new exhibition halls in exhibition centers and cities such as Beijing, Shanghai and Guangzhou. However, it is not wise to be divorced from reality and blindly compare in the construction of exhibition halls.

my country's exhibition industry can gain the advantage of being a latecomer with the help of the Internet. Some small exhibition halls or exhibition hall companies with good reputation and rich management experience can use online exhibitions to open up development space and gather new competitiveness. Because the Internet has unparalleled permeability and breadth, it can transcend the limitations of time and space. However, even in a fairly complete Internet era, online exhibitions and transactions will not completely replace traditional exhibitions and transactions. The two will only better complement each other and optimize the configuration, making them more perfect, because they each have irreplaceable characteristics. and function.

(5) Use exhibition to "promote" meetings, and use meetings to "promote" exhibitions. Conference is the collective name for report meetings, seminars, exchange meetings, briefing sessions and lectures. Conferences are a direct and effective way for exhibitors to expand their products and services in the local market. Conferences can attract many experts, decision-makers and influential figures in the corresponding industries; conferences can introduce product performance, uses, and usage methods; they can discuss all aspects of production, supply, sales, etc., or they can also be held under special circumstances that cannot be expressed in the exhibition. , to supplement the exhibition. Since the format of the exhibition is relatively simple, meetings with the direct purpose of enriching and supplementing the exhibition content are indispensable. Exhibitions and conferences are complementary and complementary activities. Only in this way can the diversified functions of the exhibition be fully utilized.

(6) Actively introduce foreign investment and improve the quality and level of foreign investment utilization in the exhibition industry. After China joins the WTO, it will be inevitable for foreign investment to enter China's exhibition industry. While we see foreign capital seizing my country's exhibition market share, we should also see that the introduction of foreign capital can provide the funds needed for equipment transformation and technological innovation in my country's exhibition industry, and can bring advanced concepts and management technologies for the management and operation of the exhibition industry, thereby To a certain extent, it promotes the healthy development of my country's exhibition industry. Therefore, we should actively introduce foreign investment under the principle of "for my own benefit" and realize the standardized development of the exhibition industry as soon as possible.

(7) Take advantage of local advantages. At present, conferences and exhibitions in various countries around the world are hosted by domestic industry organizations. They must not only be recognized by foreign exhibitors, but more importantly, they must also receive the active participation of domestic enterprises. In this regard, domestic exhibition companies have obvious advantages over their foreign counterparts. However, many companies in our country currently do not pay enough attention to exhibition participation. Therefore, domestic exhibition companies should take advantage of local advantages and make domestic enterprises realize that exhibitions, as an effective business platform between enterprises, have incomparable advantages over other marketing media earlier than foreign companies. Enterprises can promote products and Establishing brand image will become an important marketing activity for enterprises. Improving domestic enterprises' understanding of the functions of exhibitions and strengthening their display capabilities are undoubtedly of great significance to the healthy development of my country's exhibition economy.

(8) Seek opportunities through cooperation and achieve diversified development. Because my country's exhibition industry has entered an era of fierce competition, it is no longer easy for some exhibition companies that have just started or are struggling to survive in the exhibition industry to develop new projects. In order to survive, they may wish to consider cooperating with well-known exhibitions at home and abroad. , specializes in earning commissions as an exhibition agent, and can also learn some good exhibition operation experience from large companies. Exhibition agents also need to pay attention to some common sense. For example, when cooperating with famous foreign exhibitions, they should consider whether my country's exhibited products are competitive in the international market and whether domestic companies can have a promotional effect after participating in foreign exhibitions; conversely, for domestic When a famous exhibition is looking for foreign exhibitors, it must also consider the competitive status of the industry in my country and whether foreign manufacturers are eager to seize the Chinese market or expand their market share in China. These are the keys to the success or failure of agent exhibition recruitment.

The exhibition economy is actually a very big industry. Just think about it: the efforts of countries around the world to host the Olympic Games, football championships and other sports events; secondly, there are cultural performances or large-scale concerts. There are also lively scenes; there are also media campaigns for various economic and academic forums or various investment promotion activities; there are also various festivals or other large-scale public relations activities and conference receptions across the country. All of the above actually belong to the scope of the exhibition economy. Therefore, it is recommended that some exhibition companies should not always focus on commercial exhibitions. As long as you consider its business scope when applying for a business license, there is still a lot of room for the exhibition industry. big.

Looking at the overall situation of the international convention and exhibition industry, developed countries in Europe and the United States undoubtedly have an absolute advantage in the competition in the international convention and exhibition industry. This is inseparable from the absolute advantages of Western developed countries in capital, technology, and information. of. For developing countries, with the process of global economic integration, the concept of exhibition economy has been valued by most countries. Although the imbalance of regional economic development has affected the absolute market share of developing countries in the exhibition industry However, the huge potential for economic development in developing countries has also attracted the forward-looking industry of exhibitions, making them a key factor in the continued growth of the international exhibition industry in the next few years. China is one of the countries with the fastest GDP growth in the world today and is the world's most populous country. However, China's status in the international exhibition industry is far from matching China's international status. Therefore, the author firmly believes that the development space of China's convention and exhibition industry is huge and only needs to be explored. However, the author hopes that domestic convention and exhibition companies will "dance with the wolves" under the impact of foreign convention and exhibition giants, seek development in competition, and learn from setbacks. . The WTO is not scary, nor is competition. What is scary is the wait-and-see mentality and short-sightedness.

Adjust your mentality, set your posture, think big and start small, the wto can truly be called a happy thing for Chinese exhibition companies. Therefore, Chinese exhibition companies will keep pace with the times and keep pace with the times, and they will win in the international arena. Perform a new chapter on a new stage and create new brilliance.