As a sunrise industry in the 21st century, the exhibition industry has huge business opportunities and development prospects. Since 1990s, the exhibition industry in Shanghai has initially taken shape, and now it has entered an era of rapid development. The development of Shanghai’s exhibition industry in recent years has effectively enhanced Shanghai’s international popularity and accelerated the construction of Shanghai’s modern international metropolis. Shanghai exhibition industry has also begun to show an international development trend, attracting international attention.pass Archway banner stand It can be seen from the present situation that the market prospect is relatively broad, which is conducive to our reference and investment. https://quickshowdisplay.com/
Based on the strategic significance of convention and exhibition industry in promoting Shanghai’s new round of economy, the relevant departments of Shanghai have formulated the Twelfth Five-Year Plan for the Development of Shanghai’s convention and exhibition industry, and are committed to promoting Shanghai’s construction as an international convention and exhibition center city. This paper attempts to analyze and discuss the problems and development strategies in its own development.
1. Development Status of Shanghai Exhibition Industry
Shanghai is the leading city in China’s exhibition industry, and its international development momentum is strong, which has brought huge economic benefits and social impact to Shanghai. In 2012, the number of exhibitions held in Shanghai reached 806, with an exhibition area of 11.09 million square meters, ranking first in the number and exhibition area of cities in China. Shanghai International Automobile Exhibition, China International Construction Machinery, Building Materials Machinery, Construction Vehicles and Equipment Expo and other internationally renowned exhibitions have reached the international advanced level in scale. Compared with other cities, Shanghai has rich experience in cooperation with foreign exhibition industry, and has always maintained close ties with the exhibition giant-Germany. Shanghai has a unique advantage in developing exhibition industry, which is bound to move towards a broader stage and show its strength in the international market.
2. Analysis of the problems in the development of Shanghai exhibition industry and the development countermeasures
As a leading city in the national exhibition industry, Shanghai’s internationalization, specialization and marketization have reached the national leading level. However, compared with developed exhibition countries, there are still some problems that cannot be ignored in business model, organization and management, professional talents and exhibition brand. After comparing the Shanghai exhibition with the exhibition in Germany, the author gives the following suggestions for the future development of Shanghai exhibition industry:
1 in the exhibition industry, the government, industry associations and enterprises have their own responsibilities.
In Germany’s exhibition industry, the role of government departments is mainly to invest in hardware facilities such as venues and cities, and to supervise the exhibition projects as a whole, without intervening in the operation and management of the projects. Trade associations, on the other hand, undertake service-oriented responsibilities such as applying for government subsidies for participating groups, recommending and advising members to participate in the exhibition, and planning and implementing the overall image of the exhibition group. However, at present, there are still many exhibitions in Shanghai that are still dominated by the government, such as Shanghai International Industry Expo and Shanghai Book Fair. The whole industry has a low degree of marketization, and the government-led exhibitions lack vitality and cannot withstand the impact of the market. However, the service consciousness of trade associations is weak, and the service form is monotonous, mainly for applying for approval for holding exhibitions, and the industry construction is weak.
It is urgent to further strengthen the industry management of convention and exhibition industry and strengthen the construction of industry associations. At present, the convention and exhibition industry in China does not have a perfect industrial system, so there is a lack of standardized and correct guidance in many aspects. When there is a lack of standardized industrial standards, the responsibilities of trade associations have to be temporarily represented by the government. However, the exhibition itself is a highly market-oriented industry, and its development should be devoted to the market and introduce a perfect competition mechanism, so that it will have lasting vitality.
Therefore, in the future development of Shanghai’s exhibition industry, we must clearly define the responsibilities of the government, industry associations and exhibition enterprises as soon as possible, and separate the responsibilities of the three as soon as possible. Only when the industry standards are strengthened and the industry system is improved can we learn from Germany and other countries better, because many good measures in Germany (such as temporary bans) are carried out on the premise of a highly developed market and a highly improved industry system. Only a good industry environment can create good conditions.
2 improve the quality of “software” such as management level and service level.
While improving the “hardware” construction, the management level and service quality can not be ignored. After on-the-spot investigation of China International Construction Machinery, Building Materials Machinery, Construction Vehicles and Equipment Expo (Bauma China) and China International Bicycle Exhibition (China Cycle), the author found that even the above-mentioned exhibitions have a high degree of specialization, significant industry status and large scale after analyzing the data of a total of 150 questionnaires on exhibitors’ satisfaction. In the market-oriented exhibitions with good response from the industry, the average dissatisfaction of exhibitors with on-site construction is 12%, the average dissatisfaction of exhibits transportation is 18%, the average dissatisfaction of security organization is 7.33%, and the average dissatisfaction of organizational units is 9.33% (Bauma China’s dissatisfaction is lower than the average, 8%, 10%, 5% and 3% respectively).
In the process of internationalization of the exhibition industry, standardization is an inevitable trend as the exhibition scale begins to grow. The first-class exhibitions in the international exhibition industry, especially the advanced exhibitions in Germany, have now begun to shift the focus of the exhibition from attracting investment to improving the service management level. At present, most of the exhibitions in Shanghai still focus on attracting investment, but what is contrary to large-scale, high reputation and high income is its uncomfortable exhibition experience and seldom felt service supply. The over-capacity of the exhibition site, crowded exhibition atmosphere and distorted exhibition culture have greatly reduced the image of the exhibition. In the future development of Shanghai Exhibition, both “soft” and “hard” should be taken into account, and the advantages of quantity should be gradually changed to the advantages of quality.
3. Improve the industry evaluation system.
At present, the evaluation mechanism of China Convention and Exhibition is not perfect, and an authoritative evaluation organization has not been established. The exhibition data are all published by the organizers themselves, and the authenticity and objectivity are affected to some extent. In this respect, the practice of Germany is worth learning. Most of the exhibition data in Germany are evaluated and certified by the Fair and the Association for Voluntary Examination of Exhibition Statistics (FKM), a unit under the German Economic Exhibition and Expo Committee (AUMA), based on the principle of quality over quantity, and the participating exhibitions must meet certain quality requirements, so it is a good symbol of brand and reputation. Not only the exhibitions in Shanghai, but also none of the exhibitions in China have been approved to join the association, which also reflects the gap between the current exhibition quality in China and the international advanced level.
As the leader of the national exhibition industry, Shanghai should make full use of its well-developed basic advantages, start with the well-known exhibitions at present, improve the quality of exhibitions, promote the construction of exhibitions with the international advanced standards as the goal, meet the requirements of international evaluation as soon as possible, and gradually deepen to ordinary exhibitions to improve the overall level of urban exhibitions; On the other hand, we can also take the lead in establishing authoritative voluntary exhibition evaluation and certification institutions in China, improve the construction of the industry system, and drive the national exhibition industry to develop in a more sound direction.