《国际展览总论》PPT课件.ppt

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1、國際展覽總論張 瑛0912 200 69602-2701 8768 ext 208現任:滿力國際股份有限公司 行銷業務總監曾任:中華國際會議展覽協會 秘書長 台北國際會議中心 業務組組長 外貿協會展覽處 展覽組組長從事會議展覽行業迄今約二十年，在外貿協會展覽 處十年籌辦的專業展覽共百場，籌辦經驗豐富。後轉調至台北國際會議中心業務組，從主動開發客戶到協助會議舉辦，一年經手近百場會議，創下業績高峰。2002年自貿協退休後轉至中華國際會議展覽協會擔 任秘書長一職。2007年開始與業者共同努力開發國際業務。展覽Fair 來自拉丁文的 FeriaExhibition來自拉丁文的 ExpositioExp

2、osition 同上Trade Show 美國Messe 德國見本市 日本ExhibitionTrade fairInternational exposition,special segment of an industryConsumer showB-to-C expositionGeneral public as visitorsMixed showOpen for trade and public visitorsFairEarliest type of market,direct sellingExpositionGeneric terms,interaction of buyers

3、and sellers,displaying goods and servicesTrade showB-to-B expositionTrade visitorsWorld Expo展覽的種類展覽的種類專業展:電腦展，醫療展，機器展綜合展:體育用品展，五金展商展(B to C):家具展，玩具展國際展 International Show全國性展覽 National Show地區性展覽 Regional ShowWorlds Fair EXPO世界博覽會世界博覽會由國際組織T The Bureau International des Expositions簡稱 BIE 管理展期為36個月我國因

4、不是聯合國會員故不得加入Crystal Palace in London,built for WORLD EXPO 1851EXPO 2005Natures wisdom Aichi,JapanTheme for 2005 World Exposition:Natures wisdom 展覽的要件展覽的要件主辦單位意見領袖週邊行業參展廠商參觀者專業賣方專業賣方展品運輸業展品運輸業攤位裝潢業攤位裝潢業綜合賣方綜合賣方旅行業旅行業顧問服務業顧問服務業學者專家學者專家展地展地公會領袖公會領袖政治人物政治人物專業買方專業買方綜合買方綜合買方記者媒體記者媒體展品展品展期展期展出者的目的展出者的目的接訂單

5、尋找新客戶推出新產品聯絡客戶感情蒐集商情建立形象及維持知名度訓練員工參觀者的目的參觀者的目的尋找新產品尋找新供應商參加研討會考察競爭情形展展覽覽產產業業對對各各國國經經濟濟的的影影響響力力美國 12,500 trade shows a year 1.5 million full time employment,10.5 billion Income tax,Top 10 industry展覽產業對各國經濟的影響力展覽產業對各國經濟的影響力新加坡 673 trade shows a year Total revenue 10%of GDP Each exhibitor spend S$2,892

6、/per day展覽產業對各國經濟的影響力展覽產業對各國經濟的影響力德國60%of world leading trade shows In 131 big shows161,158 exhibitors(77,183 from overseas)10.09 million visitors(1.8 million from overseas)Total expenditure in ADV and PR worth 57.50 million EuroWho makes money?Organisers(PEOs)Managing their own eventsManaging event

7、s for othersAssociationsGovernmentsOther PEOsVenuesService providersFreight forwardersStand contractors.outside the industry?Travel-relatedAirlinesHotelsLocal servicesRetailersRestaurantsLocal transport servicesTaxisTrucking companiesRegional economies Exhibition halls+in hall services10%Hotel26%Ret

8、ail23%Other4%Stand contractors8%Exhibition organisers9%Transport/storage17%Restaurants/bars10%Who makes the money?Source:Economic Impact of Hong Kongs Exhibitions Industry,2002How do organisers make money on exhibitions?OrganisersRe-sell spaceSell advertisingCollect cash in advanceSize is a key dete

9、rminant of profitabilityLarge shows are very profitableOverhead doesnt increase much as show size goes upAlthough largest single expense is hall rentalHow do venues make money from exhibitions?VenuesRent space to organisersRun catering outlets and other servicesCollect other service feesTelecomsPark

10、ingA big money-earner at some venuesbut there are other measures for venuesIn most places in the world,exhibition centres are built by local governments as part of the city infrastructureThey are not necessarily required to make a return on investment.Although they are expected to pay their own oper

11、ating costs.This has led to over-building in some placesChinaUSA questions over real return on investmentHow do third parties make money from exhibitions?Work with organisersBecome official hotels or carriersProvide travel and accommodation services to participantsExhibitorsVisitorsTheir families an

12、d friendsBuild standsShip freight in and out for exhibitorsThe situation worldwide 2002 (according to UFI,the global association of the exhibition industry)App.30.000 exhibitions held around the world App.3,2 million exhibitors participated in the exhibitions App.350 million visitors came to see the

13、 events The profile in AsiaAnalysislimitedtomajorbusiness-to-businesseventsonlySource:UFI/BSG 2006 report:“The Trade Fair Industry in Asia”No.of exhibitions in 2005Estimated annual size in net sqmAverage size(net sqm)Total space sales vs.2004China5644,065,0007,20714.5%Japan 4732,273,0004,8047.8%Kore

14、a139522,0003,7532.5%Hong Kong 56501,0008,9430.0%India128462,0003,6037.9%Chinese Taiwan58329,0005,6639.0%Thailand57274,0004,79542.6%Indonesia56192,0003,41455.1%Singapore52175,0003,347-2.9%Malaysia52166,0003,18050.0%Philippines62125,0002,0073.5%Vietnam4162,0001,510119.2%Pakistan1741,0002,4017.4%Total1

15、,7559,187,0005,23112.1%China:Market of the future for exhibitionsForecasts for China say that within ten years the exhibition industry will belong to one of the ten most powerful market segments in China.In 2006,61 major international exhibition centres are in place.Approximately 2,500 exhibitions t

16、ake placeOf those,563 are significant B2B trade fairs.Growth rates of more than 15%are currently achieved.中東北非東盟 歐盟中國北美自由貿易協定 南方共同市場 東南亞國協 中東北非 歐 盟中國中亞北美自由貿易區南方共同市場 歐洲展覽的特色規模宏大歷史悠久多為專業展國際化程度高德國為重鎮可退加值稅展品通關便利美國展覽的特色Most organized by associationsMeeting facilities provide space only,they do not create

17、 showsMost convention centers are owned by cities,Trade Show=trade only B to B(closed to the public)Consumer Show=open to the public B to C Comdex 1979-2004Introduction 1979 approximately 3000 attendeesGrowth 1980s through mid 1990sMaturity 2000 with 200,000 attendeesDecline/Death 2003 with 125,000

18、attendees CANCELLED 2004/2005MediaLive bankrupt in 2003Consumer Electronics ShowAbsorbed Comdexs marketLargest show in US 2006110 countries150,000 attendees2,500 exhibitorsInternational Association for Exhibition ManagementOrganized in 1928 Represents the interests of over 3,500 individuals tradeshow and exposition managers around the world.Mission Statement:IAEMpromotestheuniquevalueofexhibitionsandeventsandistheprincipalresourceforthosewhoplan,produceandservicetheindustry.展望與結論展覽仍將是無可替代之行銷利器展覽的發展趨勢專業化：展出的產品越來越專業國際化：主辦單位將採國際合作密集化：相似之展覽檔期相互連接、集中多國籍公司將自辦 Solo Show中國將為未來的主戰場Q&AQ&A