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美国活动产业体系、热点问题及发展趋势

美国活动产业体系、热点问题及发展趋势. The Development System, Hot Topics & Trends of American Events Industry. 主讲人：王春雷 2006 年 9 月 20 日. 我们要讨论的问题. What will we discuss in this speech?. 美国活动产业的核心概念 美国活动产业发展体系 美国活动产业的热点问题 启示与学习. Never old to learn and practice!. 美国业界对会展的界定.

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美国活动产业体系、热点问题及发展趋势

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  1. 美国活动产业体系、热点问题及发展趋势 The Development System, Hot Topics & Trends of American Events Industry 主讲人：王春雷 2006年9月20日

  2. 我们要讨论的问题 What will we discuss in this speech? 美国活动产业的核心概念 美国活动产业发展体系 美国活动产业的热点问题 启示与学习 Never old to learn and practice!

  3. 美国业界对会展的界定 在美国学术界，基本上没有“会展业”（convention & exhibition industry）和“MICE Industry”之说，若从出现频率的角度，可以将其大致分为两派： 一派倡导将相关行业分开，如展览业、会议业、体育业、旅游业等；另一派则倾向于事件产业（events industry）的提法，从而把会议、展览会、体育赛事、旅游节庆等都包括在events内。 这一点可以从美国的专业会展协会设立上窥见一斑。

  4. 活动（Event）的概念 • Event - An organized occasion such as a meeting, convention, exhibition, special event, gala dinner, etc. • Accepted Practices Exchange (APEX) Glossary, Convention Industry Council (CIC)

  5. 1、活动产业的核心概念 Several core concepts of Events industry

  6. 与会展活动相关的企业或机构

  7. 2、美国活动产业体系 The development system of American Events industry Special events: 在赞助者或组织人的正常计划或活动之外的一种一次性或经常发生的活动。 Getz,1997 常见的活动： 会议，展览会，重大庆典，体育赛事，婚礼，企业活动等 ?

  8. 代表性要素 市场需求系统 经济和贸易发展；参展企业；中间商等 市场供给系统 会展策划和组织企业（会展活动的主办机构）、展览运输企业、媒体、展示设计与搭建企业、酒店餐饮企业、会展场馆及物业管理企业、休闲娱乐企业等 子系统 市场吸引系统 城市经济；城市文化；公务与政务；信息、科技；旅游资源；城市形象等 产业支持系统 硬件（城市交通等公用设施；酒店餐厅等服务设施；会展场馆等专业设施） 软件（行业管理体制；公共服务水平；政策法规；人力资源状况等） 行业中介系统 行业协会；专业代理机构等 （1）以会展业为例

  9. 美国的情况

  10. 活动承办者 活动主办者 供应商 活动参加者 活动配套服务机构 （2）以具体的活动为例

  11. 1、宣传品设计印刷商 2、翻译公司 3、会展设计与装饰公司 4、礼仪公司 5、物流公司 6、住宿与餐饮供应商 7、广告代理商 8、视听设备供应商 9、娱乐供应商 10、集会场所租赁商 11、灯光照明供应商 12、保安公司 13、停车服务供应商 14、其它

  12. （3）以培训证书为例 GWU, Event Management Certificate Core Courses Each two day course is worth 1.2 CEU Best Practices Event Coordination Event Marketing Risk Management Elective Courses Meetings & Conferences; Trade show Management; Sport Management; Catering; Wedding workshop; Fundraising & Sponsorship; Event Protocol; Event Entertainment; Green Meetings & Events

  13. 国内的主要会展职业认证培训项目

  14. 3、美国活动产业的热点问题 The hot topics of American Events industry Exhibitions + Events = Designing the future 美国E2 杂志，2006（5） 1. IAEM proposes to add events into its mission; 2.The lines that separate exhibitions and other buyer-seller events can be hard to distinguish today; 3.Companies are now developing their own unique balance of shows and various types of events to achieve specific objectives. 1

  15. Globalization（International Events） • % of 2004 meetings and business travel outside home country: • U.S. 22%（ from 11% in 2003） • Canada 23%（ from 11% in 2003） • Europe 17%（ from 18% in 2003） Future Watch 2004, MPI 2

  16. Increase in international meetings in 2005 over 2004? • Corporations – 30% yes • Associations – 25% yes M&C Global Planner, May 2004

  17. Risk Management for Events • Contracts • Insurance • Safety • Security • Business Continuity • Crisis Management Plans 3

  18. Lack of Industry Information Lack of Industry Standards Threat of Terrorism Lack of Qualified Employees Unethical Behavior Late Ordering by Clients Economy 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Significant Event Industry Problems Event Solutions 2004 Black Book

  19. Return on Investment （ROI）,ROO Justifying the Value of Events Step1: Organization Mission Statement Step2:Event Goals and Objectives Step3:ROI Analysis -- Event Goal（s）Achieved? 4

  20. 对我们有什么启发？ In USA, the relationship between exhibitions and events is growing rapidly today… 城市会展业 会展公司 参展商 会展教育与培训

  21. 4、如何才能学好会展专业 How to learn this major successfully? ?

  22. Certificate v Certification • Certificate • Offered by a college or university • X classes completed • Certification • Offered by professional association • Usually achieved by taking a test and/or completing a project (no classes) • Certified Meeting Professional (CMP) (Est. 1985, 9,000 current) • Certified Special Event Professional (CSEP) (Est. 1983, 180 current) • Certified in Exhibition Management (CEM) (Est. 1975, 198 current)

  23. Learn more, think more and pratice more!

  24. 谢谢大家！ 王春雷 上海师范大学旅游学院会展管理系 Chun-lei Wang MICE Management Dept, SIT, Shanghai Normal University E-mail: wangcl@shnu.edu.cn Blog: http//wangclshnu.bokee.com

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