Exhibition is one of the most important marketing methods for enterprises and the first choice for enterprises to explore new markets. At the same time, bringing together the most important manufacturers and buyers in an industry in the same place is an opportunity that cannot be found in other occasions. By attending the exhibition, people can quickly and comprehensively understand the market situation. It is through this channel that many industrial and commercial enterprises try to sell new products and launch new brands to domestic and foreign customers. At the same time, through contact with buyers all over the world, we can understand who are the real customers and the development trend of the industry, and finally achieve the goal of promoting products and occupying the market.

1, display function

As a modern media means, the exhibition function is constantly integrated with high-tech achievements. Using this method, we can establish the corporate image, promote the products of the enterprise, establish the image of the city, display the development achievements, carry forward the culture and art, promote economic construction and promote social progress. In recent years, many Asian countries have attached great importance to the development of this function, and built a number of exhibition centers and exhibition venues in Hong Kong, Singapore and South Korea to develop the exhibition function of the exhibition industry.

2, image propaganda function

Attention has increasingly become a scarce resource in the era of knowledge economy, an intangible asset in the information society and a valuable capital in the market economy. The competition between the world economy and even the world cities is evolving into the competition of attention and attention. The holding of world conferences and exhibitions will surely attract the attention of the whole world. Davos and Boao are vivid examples. For example, Davos, the venue of the annual meeting of the World Economic Forum, was originally a small town in a remote Swiss area, but now it has already become the center of world attention. Every year, there are more than 600 moose highlights in the mainstream media of the world alone, which are concerned all over the world. Boao, a small island in qionghai city, Hainan Province, China, became famous for the first annual meeting of the Asia Forum.

3. Economic radiation function

The profit rate of international convention and exhibition industry is mostly above 25%, which is an industry with high income, high profit and strong driving ability to related industries. Experts estimate that the exhibition industry has a driving effect of one to ten. Take France as an example. 1995, French enterprises spent 7.5 billion francs (about/kloc-0.3 billion US dollars) to participate in various exhibitions and expositions, all of which accounted for 5% of the advertising industry's output value (including all media). The exhibition publicity fee is second only to the direct promotion fee, and the cost of newspaper advertisements and TV advertisements is equivalent to that of posters and public relations, which is higher than that spent on radio stations, various guides and yearbooks. In the data of 7.5 billion francs, only the direct expenses of exhibitors for the exhibition, including booth rental and booth decoration, are counted, but the transportation, transportation, accommodation and catering expenses of exhibits are not counted. Each exhibitor spends 1 franc, which can bring contracts of 35-40 francs on average. French domestic enterprises (accounting for about 67% of exhibitors) can bring 654.38+050 billion francs in contract turnover, which means that 200,000 jobs have been created. The convention and exhibition industry not only brings benefits to convention and exhibition companies, venue companies and convention and exhibition service companies, but also attracts a large number of domestic and foreign visitors and exhibitors to the city where the convention and exhibition is held, thus bringing significant benefits to the local hotel industry, catering industry, retail industry, public transportation and taxi industry. Taking Paris as an example, the other income brought by the convention and exhibition industry is about 654.38+0.5 billion francs, or 36,500 full-time jobs.

4. Business negotiation function

As an important form of international business activities, there are undoubtedly many advantages for enterprises to participate in exhibitions held at home and abroad: first, to expand business contacts, broaden their horizons and inspire ideas; Second, we can shop around and seek the best suppliers and partners; Third, facing customers directly, it is convenient to seek customers and business opportunities and explore the international market; Fourth, you can place an order directly, avoiding the intermediate link between overseas customers and the market, with the lowest cost and the highest timeliness. Therefore, the convention and exhibition industry has become one of the most important commercial activities.

5, tourism pull function

Tourism is the largest industry in the world today, and it is the consensus of all countries in the world to vigorously develop tourism. Looking up at the world famous cities, all of them are famous tourist cities. Convention and exhibition industry can promote the vigorous development of tourism sunrise industry. Davos, a mountain city, has already been turned into a world-famous ski resort by the World Economic Forum, and Boao Island is also becoming a world-famous seaside leisure resort.

Hong Kong, with the reputation of "Exhibition Capital", receives more than 6,543,800 million tourists every year, of which about 30% tourists attend various trade exhibitions or conferences. During the period of 1997, 24 cities in Spain received about 4,000 meetings with more than 65,438+million participants. The average income of each session is about $350,000, and the foreign exchange income of conferences, business and tourism reaches $4.4 billion. In addition, 1998 Portugal's tourism also achieved a bumper harvest because of hosting the Lisbon World Expo, and the number of international tourists received reached 1 1800, an increase of 16.83% compared with 1997. The above data show that holding exhibitions will not only bring huge income to the host country, but also stimulate the rapid development of tourism in the country and the region.

Visitors brought by the convention and exhibition industry have five inherent characteristics: high customer consumption, long stay, large team size, good profitability and strong industry driving. Therefore, the exhibition industry plays a particularly powerful role in promoting tourism.

Efforts to develop exhibition economy can not only provide a huge tourist market for the tourism of the host city, but also form a virtuous circle. A tourist resort with rich tourism resources and complete service facilities will certainly attract a large number of large-scale exhibitions; And a large number of large-scale exhibitions will definitely bring more tourists.

6, urban construction function

The development level of exhibition economy can directly promote the construction of urban infrastructure and promote the development of regional economy. For example, the 6th World Conference of Chinese Businessmen was held in Nanjing, which promoted the speed of urban construction, and the municipal government invested more than 9 billion yuan in urban planning and construction, bringing Nanjing's urban construction and economic level to a new level. It was also the convening of the conference that demonstrated to the whole country and the whole world that Nanjing has a first-class international exhibition carrier, demonstrated Nanjing's economic, cultural, scientific and technological level, and demonstrated the city's opening-up level.

7. Investment attraction function

According to Chen Jinhua, vice chairman of Chinese People's Political Consultative Conference and chief Chinese representative of Boao Forum for Asia, the total investment of the whole Boao project is close to 2 billion yuan. In particular, Boao's good development prospects and the return on investment that can already be seen have made investors rush. It is also reported that Boao Forum for Asia has attracted 5 billion yuan of investment for qionghai city.

8. System integration function

Convention and exhibition industry is an extremely complex system engineering, which is influenced by many factors. From planning, market research, booth selection, exhibition collection, customs declaration and transportation, customer invitation, booth layout, advertising, transaction organization and exhibits return, an organic whole is formed, which influences and restricts each other. Any mistake in any link will directly affect the effect of exhibition activities. This is very similar to tourism, so the exhibition industry must have the function of integrating many related industries if it wants to hold an exhibition successfully.

Shoushan

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