Requesting a paper About: On the key factors for the successful holding of large-scale exhibitions

The key to the success of the exhibition - training of exhibition booth personnel. In order to ensure good exhibition efficiency and effect, after the booth personnel are equipped, they must be trained. Both temporary and permanent staff, including senior company personnel, should receive training. The purpose of the training is to enable booth personnel to understand the purpose of the exhibition, master booth work skills, and cultivate cooperation and collective spirit. Booth personnel training should be included in the exhibition work plan and become a normal task. If conditions permit, more formal training should be arranged, at least a simple work explanation and technical guidance should be provided before the opening. Training can begin as soon as booth personnel are selected. More formal training forms include preparatory meetings or training courses, which can last from half a day to two days, but the location must be specially arranged. Use teaching aids as much as possible, such as projectors, handouts, etc. The training method should be as formal as possible. The more formal it is, the more attention it shows to the organizer, and the better the training effect will be. If there are key persons in charge participating in the exhibition, they should also participate in the training, which is beneficial to improving the training effect. The training content must be systematic and training materials must 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. They have special booth work training materials, video tapes, etc., which can be purchased for reference. Training materials should indicate the level of confidentiality. The training content and steps can be divided into three parts, arranged as follows: Situation introduction. Including personnel introduction, preparation introduction, exhibition introduction, etc. The purpose of the briefing is to familiarize booth personnel with the exhibition background, environment and conditions. First, introduce yourself to each other. The trainer and the trainee should introduce themselves, not only their names and jobs, but also their knowledge and experience in exhibitions. Exhibition introduction, including exhibition and booth conditions. Exhibition information, including name, location, exhibition date, opening time, venue layout, exhibition hall location, entrances and exits, offices, restaurants, toilet locations, etc. Booth information, including exhibition intention, exhibition purpose, target audience, and booth location , booth serial number, booth layout, overall arrangement of exhibition work, etc. Introduction to exhibition activities, including press conferences, opening ceremonies, museum day activities, VIP reception activities, etc., and puts forward corresponding work requirements for booth personnel. Exhibit introduction should introduce each exhibit in detail, its performance, data, usage, purpose, etc. Market introduction, including sales scale, sales channels, rules and regulations, characteristics and habits, sales prices, etc. Work arrangements. Arrange booth work to booth personnel and put forward requirements and standards so that everyone on the booth knows and understands the purpose of the exhibition; arrange booth work, including visitor reception, trade negotiations, information distribution, public relations work, news work and follow-up work etc., carry out division of labor and make requests; management arrangements, including working hours, shift arrangements, daily booth meetings, record management, etc.; administrative arrangements, including arrangements for accommodation, meals, travel, and schedules of booth personnel. Exhibiting is mainly for the purpose of closing deals, and booth preparation is carried out around this, including market research, preparation of supply sources, preparation of product information, preparation of trade terms, etc. Technical training. Mainly training booth reception and sales skills. Booth work is different from working in other settings, and even experienced salespeople should be trained in booth techniques. Simulation methods can be used and complete and systematic training materials should be prepared. In addition, if possible, it is necessary to cultivate a serious work attitude, collaborative spirit and sense of community among booth personnel. Convention and Exhibition Talents: Quality is more important than certificates. In recent years, the number of large-scale conventions and exhibitions in our country has increased, and the demand for related talents is strong. Convention and exhibition talents can be divided into three levels: the first is professional conference or exhibition organizer talents, including planning, on-site management, exhibition and investment recruitment talents; the second is venue management talents and exhibition talents for exhibitors; the third is service Talents, such as translation, logistics, advertising, tourism, hotel and construction talents, etc. Convention and exhibition talents can also be classified by convention and exhibition core talents, convention and exhibition auxiliary talents and exhibition support talents. According to statistics from the labor and social security department, there are currently more than 1 million employees in my country's exhibition industry, and there are 150,000 management talents engaged in business planning. Industry experts believe that to successfully hold a large-scale international exhibition, 80 to 90 exhibition professionals are needed. Although there are many exhibitions in my country, not many have truly formed international brands. The key lies in the lack of excellent exhibition planning and management talents. This type of talent requires strong activity, organizational, language and communication skills, as well as active thinking and broad knowledge. The exhibition industry is a new industry in our country. In the past, colleges and universities did not offer this major. But in recent years, dozens of domestic universities have opened exhibition majors. At present, there are at least 10 kinds of relevant certificates launched across the country, and there are 3 that are more influential in Shanghai: 1. "Convention and Exhibition Planning and Practice" job qualification certificate for Shanghai's urgently needed talent training project; 2. "Registered Convention and Exhibition" introduced from the United States Manager” training and certification system; 3. The new profession of “exhibition planner” launched by the labor and social security department.

So, can job seekers become sought-after exhibition talents after passing the certificate? Chen Jianguo, deputy dean of the School of Continuing Education at East China Normal University, told a true story: A job seeker brought a certificate to apply for a convention and exhibition company. After inspection, the interviewer found that he did not have the quality and ability to engage in the convention and exhibition industry. Therefore, Questioned: "Certificates are useless!" Wang Mingming, vice president of the Shanghai Convention and Exhibition Industry Association, also said that there are no restrictions on professional access to the convention and exhibition industry. Unlike some industries where you must have a professional qualification before entering the industry, convention and exhibition companies will not attach too much importance to it. certificate. This shows that the value of certificates in the exhibition industry is not high. Compared with other academic qualifications and certificates, exhibition employers value quality more. Wang Mingming believes that "the characteristics of exhibition talents are high IQ, high risk and high reward, and we must have a clear understanding of this." But high IQ does not mean high education. Wang Mingming pointed out that graduates with undergraduate or postgraduate degrees need at least 8 to 10 years of training before they can become mature exhibition planning and management talents. There is a big difference between high-level exhibition talents and the construction personnel who work hard at the exhibition site. For example, excellent simultaneous interpretation talents are very rare in China at present; various high-level exhibition planning talents, advertising creative talents and venue management talents, They all need to have a high IQ, otherwise it will be difficult to be competent at the job. Chen Jianguo believes that if overheating is not a big problem during training and verification, the market will adjust. Certificates with high gold content will be recognized by the market, while certificates with low gold content will gradually withdraw from the market. Through market competition and gold mining, those who survive are those with certificates that can withstand market testing. Wang Mingming also believes that the exhibition industry is a comprehensive industry involving many majors. If we just talk about exhibition talents in general terms, we may mislead students. For example, some schools offer a major in exhibition design, but the concept of exhibition design is too broad. In fact, different industries require completely different exhibition talents. Those who can do automobile exhibitions may not be able to do mold exhibitions. The key is to have industry knowledge. The exhibition industry most needs talents who understand the industry knowledge. For example, if a domestic museum holds a bronze exhibition abroad, how to insure these national treasures is a big problem. At this time, it must rely on insurance talents. Some schools focus their majors on exhibitions, which may limit exhibition management. The first half of 2003 was a troubled year for the exhibition industry. The US-Iraq war that started in March not only caused the convention and exhibition industry in Middle Eastern countries to bear the brunt of the severe shrinkage, but also had a considerable impact on the world convention and exhibition industry. One wave after another, just when the war situation became clearer and the dark clouds gradually dissipated, and it seemed that the exhibition industry could finally breathe a sigh of relief, calm down, and regroup, SARS began to wreak havoc again. The trend will not stop until the convention and exhibition industry is defeated. Just when convention and exhibition organizers lament that misfortunes never come singly, have you ever thought that if the convention and exhibition industry had already introduced adequate risk management mechanisms, it would not be so passive when faced with sudden adverse situations. The operations of various industries and enterprises are inevitably accompanied by risks. Only through good management and control of various risks can sound operation and development be ensured, and the convention and exhibition industry is no exception. Everything must be divided into two and treated dialectically. The US-Iraq war and SARS caused great damage to the exhibition industry on the one hand, but on the other hand, they also made us realize the necessity of implementing risk management in the exhibition industry in a timely manner. The convention and exhibition industry and convention and exhibition organizers should take this as a lesson in future work, follow risk management methods and procedures, and by accumulating various historical statistical data, first identify, confirm, and measure the potential risks of hosting conventions and exhibitions, and then On this basis, we should formulate measures to prevent and respond to risks, so as to nip them in the bud, or even if the risk event becomes a reality, we can block it with troops and cover it with water, so as to reduce losses to the minimum level, rather than due to lack of prior knowledge. Make plans and be caught off guard. As the saying goes, one learns from a mistake and gains one's wisdom. Now that this shortcoming of the exhibition industry has been exposed, the majority of relevant exhibition practitioners should seriously consider how to implement risk management for exhibitions.

Only by scientifically and effectively incorporating the risk management system into the convention and exhibition industry can organizers and participants of conventions and exhibitions be confident, and the convention and exhibition industry can overcome obstacles, develop healthily and steadily in the unpredictable international, domestic, natural and social environments. Forward