When Will The Exhibition Assessment Get Out Of The Fog Area?

A detailed report on the implementation of the Shanghai Convention and exhibition evaluation system, which was announced on the official website of the Shanghai Convention and Exhibition Industry Association, has attracted the attention of journalists. However, when a reporter contacted the Shanghai Exhibition Industry Association, the staff who answered the phone told reporters that the time is not yet ripe, and that the assessment rules need to be improved after the interview needs.
"The Research Council will jointly strengthen the third party data audit and exhibition evaluation of the exhibition industry with the Ministry of Commerce, the China Convention and Exhibition Center for economic research, universities and related research institutes." At the founding meeting of the China Convention and Exhibition Economics Research Institute in February 18th, Shen Danyang, vice president of the Ministry of Commerce, said: "the evaluation standard of exhibition and the industry standard of exhibition industry have become the urgent need of the industry. The next research will focus on these problems."
The introduction of evaluation criteria is imminent.
Although the exhibition industry in China has only developed for more than 20 years, it has developed rapidly. Industrial economic development All of them are playing a more and more important role. However, with the acceleration of the development of MICE industry, various malpractices are gradually emerging. Shen Danyang, vice president of the Ministry of Commerce, said that in China, the exhibition has become an important economic activity. A large number of domestic and foreign enterprises are involved. Whether the government departments formulate macro policies or scholars' research, they need the real and objective data and analysis of the exhibition industry. But at present, the research and analysis of exhibition in China is generally based on phenomena and cases, and the statistics are not uniform. The conclusions and viewpoints obtained are quite different from one another, and on the other hand, they are often not enough to convince people, so it is difficult to correctly guide the development of exhibition industry.
In view of this phenomenon, the exhibition evaluation has become an urgent need for the industry. Dr. Yu Hua, deputy director of the China Exhibition economic research center of the Ministry of Commerce, said in an interview with reporters that the third party's objective and fair assessment conclusions can be promoted to domestic and foreign publicity media, and the publicity of the exhibition results will help to establish the brand image of the exhibition and create a brand exhibition. As objective assessment report Find out the deficiencies in the organization, management and service of the exhibition. As a neutral third party, you can get feedback from the first hand genuine exhibitors. You can take the pulse of the exhibition, find out the disadvantages, highlight the contradictions and main problems of the exhibition, and the most authoritative assessment agencies and evaluation experts can prescribe the right medicine. According to the theory of exhibition evaluation at home and abroad, the actual situation of the exhibition assessed by the assembly, and the two-way interaction between theory and practice, put forward the brilliant strategies and strategies for the organizers of the next exhibition. The evaluation results can also be provided to the international certification bodies as authoritative data, because it is more truthful and objective, and is easily recognized by international certification bodies. Therefore, due to the extensive and scattered status of exhibition industry in China, the evaluation standard of mice has become an urgent need to guide the development of exhibition industry to branding and high-level development.
Learn from abroad but not right.
"Overseas conference and exhibition evaluation standards are generally single economic goals, and the impact of MICE industry in China is not only economic factors, but also political, cultural and other aspects. Therefore, the impact of China's exhibition evaluation is more extensive and in-depth." Yu Hua said in an interview with reporters.
In China, through the exhibition evaluation, we can accurately reflect the overall situation of the exhibition, as well as the organization of the exhibition, the scene, the exhibition environment and the comprehensive guarantee, reflecting the political, economic and cultural value of the exhibition, and become a reference material for the development of the local government or a certain industry.
Exhibition evaluation and certification have not been popularized in China, and the exhibition and evaluation institutions are mostly limited to the initial stage of establishment. However, Germany, France, the United States and other countries with more developed exhibition industry already have meeting and evaluation criteria suitable for the needs of various countries. FKM, a German exhibition and evaluation agency, has become a symbol of the brand and quality of the Convention and exhibition industry in Germany, and has been favored by exhibitors and exhibitors. Apart from the German exhibition, many non German organizers are also willing to apply for FKM overseas membership. "Germany's evaluation system will be able to establish the status of China's Convention and exhibition industry in the future. Authentication system It is of great benefit. " Dr. Yu Hua thought.
Yu Hua said to reporters, "although the exhibition industry in China has a history of more than 20 years, but because China has just changed from a planned economic system to a market economic system, governments at all levels have an important impact on the exhibition industry. And the various factors should also take into account their local cultural heritage and economic development level. For example, the opening ceremony of the China ASEAN Expo represents the highest level of literature and art in China, and this important cultural value should be assessed and recognized."
"But Germany's FKM evaluation criteria do not take into account political, cultural and other factors. Therefore, there are too many factors to be considered in the formulation of China's conference and exhibition evaluation criteria, and the situation is very complicated, and we can not simply copy the mature mode of foreign countries. Yu Hua said.
The introduction of evaluation criteria is difficult.
"At present, there is no national convention and Exhibition Industry Association in China, and the research institutes and associations are making their own decisions. According to their needs, the evaluation criteria are hard to be recognized by the majority of the people in the industry. Therefore, it is not yet ripe to formulate a national conference and exhibition evaluation standard." Xue Tingting, director of exhibition Theory Research Committee of China Exhibition Association, said.
Yu Hua said that the lack of talents in the exhibition industry and the vacancy of authoritative assessment institutions all restricted the introduction of the exhibition evaluation standard.
In addition to the lack of talents, the establishment of evaluation criteria, the combination of theory and practice, the rapid promotion of standards, and the formation of expert teams have become obstacles to the formulation of national assessment standards. Yu Hua told reporters that the local research institutions to develop the exhibition evaluation criteria, first of all, is the lack of qualified personnel. At present, there are too few high-level talents engaged in exhibition theoretical research in China, and fewer experts are engaged in the theoretical research of exhibition evaluation, and a few of them are concentrated in the China Convention and Exhibition economic research center, such as Shen Danyang, vice president of the Ministry of commerce research. He not only owns Ph.D. in economics, but also has been engaged in theoretical research of exhibition industry for many years. Secondly, the research results of the exhibition evaluation theory, that is, the theory of exhibition evaluation criteria, also needs to be put into practice in practice. The evaluation criteria can only be tested in practice, whether it is effective, and whether it will play a positive role in the exhibition. Otherwise, it can only be approved by the organizers of the exhibition. Third, how to speed up the promotion is also an obstacle to the evaluation criteria of an authoritative exhibition. An assessment standard may be recognized in a certain exhibition area or a certain area. However, to become an authoritative standard, it is necessary to gain a firm foothold in the whole country and even in the international arena. This is an impossible task for a local research institution. Fourth, organizing the highest level of expert team and organizing the exhibition evaluation not only requires high-level experts from the exhibition industry, but also invites relevant experts for professional exhibitions. But at present, high level experts are very busy. They have no time and energy to participate in the low level exhibition evaluation.