How To Become Talents Needed By MICE Industry?

In recent years, the exhibition industry has springing up, increasing at a rate of about 20% a year. As a sunrise industry with huge business opportunities, the exhibition industry has entered a rapid growth period in China. It is understood that there are more than 400 exhibitions in Shanghai alone. In 2010, near World Expo, the MICE industry was developing rapidly, and the demand for talents was more vigorous.

Commonly said Exhibition Talents refer to talents who plan and implement levels, including exhibition core talents, exhibition assistant talents and exhibition support talents. The core talents of exhibition include talents of exhibition planning and advanced operation management. They have the highest level and the most professional in the industry. At present, the biggest demand for recruitment is the following five talents:

Exhibition designer:

A professional background in interior design or environmental art is required. It is responsible for selecting exhibitions and exhibitions based on brand characteristics and customer requirements, including on-site observation of booth location, idea of booth theme, exhibition form, design drawing, arrangement of site layout, on-site guidance of installation personnel and Exhibition etiquette planning.

Exhibition project planning:

The key responsibilities of exhibition enterprises are: developing new themes, giving new elements to existing exhibition projects, expanding their depth and breadth, and maximizing the scale and efficiency of the original projects. It is often required to be fluent in English, familiar with the exhibition operation process, experience in marketing or project planning, and experience in market research. Excellent verbal and communication skills.

Exhibition sales:

Mainly engaged in exhibitions and business contacts at home and abroad, is an essential position in the exhibition industry. Some foreign Convention and exhibition companies usually have two departments, namely, market and project, and sales in the marketing department are divided into conference sales and media sales. According to the position, there are different levels of salesperson, customer service, sales manager and so on. Salesmen have little requirement for academic qualifications, but they must have sales experience and be able to use computers and other tools, while sales managers need to graduate from marketing or related majors, have sales experience in advertising and exhibitions, and have many years of experience in the operation of the exhibition market.

Project Manager:

It is the leader of the exhibition industry who has many years of experience in the industry. The main responsibility is to undertake the exhibition projects, undertake the organization and implementation of the projects undertaken, and complete the revenue generating targets issued by the departments. Usually more than 5 years working experience, familiar with convention and exhibition business, can independently undertake exhibition projects, English proficiency, and has strong language and writing skills and public relations, coordination ability. Many exhibition companies also have project managers under the project manager.

Waiter:

The stage of on-site service personnel is no longer a "bowl bowl". Instead, it is a good service person who carries out various exchanges of wisdom at the meeting site, controls the order and effect of the scene, and embodies the cultural level of the exhibition. Generally speaking, graduates from hotel management, foreign language and foreign trade, or with certain professional and technical backgrounds, need to have better understanding of foreign language communication and Exhibition subjects, and have the ability of on-site organization and coordination.

Insiders pointed out that the selection of exhibition industry is a good way for college students to get employed. But the industry is all inclusive, involving marketing, public relations, finance and other fields. Apart from participating in professional knowledge learning and training, college students still rely on themselves to practise "internal strength". For example, we should use foreign language freely to carry out deep level communication, try to widen our field of employment, contact more people and things, expand our horizons and accumulate experience.

So what kind of talents can be regarded as professionals in the exhibition industry? What kind of education can train mice professionals? This is a topic that has been debated by the exhibition and educational circles for many years. According to the statistics of labor and social security department, there are about 1000000 employees in the exhibition industry in China, and 150 thousand managers are engaged in business planning. However, there are less than 200 professionals in China's exhibition management and operation. It is known as the "sunrise industry" exhibition industry, and the talent problem has become a bottleneck restricting the development of the industry.

What are the specific tasks of professional exhibition planning and marketing personnel? The main tasks of exhibition planning and marketing are: 1. preparatory work, namely, exhibition planning and exhibition project feasibility analysis; 2. specific preparations, such as exhibition brand image planning; 3., recruitment and investment promotion, including exhibition planning and booth marketing; 4. Conference and management, including exhibition services and on-site management. The labor and social security department describes the main work contents of the exhibition planner: 1. the market research of the exhibition (conferences, exhibitions, festival events, venues lease and incentive tours); 2., the planning of the project, theme, investment promotion, recruitment, budget and operation management; 3., the sale of the exhibition items; 4. the on-site operation management of the exhibition.

The experts summed up the two characteristics of the exhibition industry: high comprehensiveness and strong practicality. To become a leader in exhibition planning and management, we must have some basic qualities: strong activity ability, organization ability, language expression ability and communication ability, active thinking and wide knowledge.

The survey shows that only 4 of the employees have received training in exhibition education, and the quality of the employees is more urgent than the expansion of the number of employees.

The 3 certificates are more influential.

Non academic education for exhibition talents is surging. Chen Jianguo introduced that in order to speed up the training of exhibition talents, the Shanghai Convention and Exhibition college jointly organized by the Shanghai Exhibition Industry Association and East China Normal University is preparing for the construction. The Institute will include the exhibition training center and the exhibition research center, the former being responsible for training, while the latter engaged in research work.

At present, there are at least 10 related certificates issued by the whole country. There are 3 more influential regions in Shanghai: 1. Shanghai is in short supply. personnel Training project "exhibition planning and practice" post qualification certificate; 2. from the United States introduced the "registered exhibition manager" training certification system; 3. labor and social security department launched the "exhibition planning division" new occupation.

"If you want to be a talent for exhibition, you must have a deep understanding of the characteristics of the exhibition industry, so that you can know yourself and know it." The famous scholars pointed out that "the talent of exhibition is characterized by high intelligence, high risk and high reward. We must have a clear understanding of this."

Characteristic 1: high intelligence quotient

According to the survey, employers hope employees will have more than 7 of college degree or above. But high intelligence does not mean high education. Wang Mingming pointed out that graduates with undergraduate or postgraduate qualifications need at least 8 to 10 years of grind before they become mature exhibition planners and management personnel.

There are great differences between high-level exhibition talents and the builders of striking and striking at convention and exhibition sites. For example, excellent simultaneous interpretation talents are rare at home nowadays. All kinds of high-level exhibition and planning talents, advertising creative talents and venue management personnel need high IQ, otherwise they are not competent for work.

Feature 2: high risk

"The exhibition industry is unstable or even fragile." Famous scholars say, "this industry is greatly influenced by objective conditions. Such as the year before last "SARS", international terrorist activities, will affect the exhibition industry.

Most of the enterprises in the exhibition industry are small and medium sized, with flexible mechanisms and small boats. The famous scholar said: "the instability of this industry is also manifested in some large-scale international exhibitions, which are usually rotated in 5 years, such as this year's fortune forum was held in Beijing, and in 1999 it was in Shanghai."

High level exhibition talents can provide services for a company, and they can also work in several companies at the same time. The relationship with the company is so casual that they usually do not work in a company until they retire. To become a leading exhibition talent, we need to resist high risk and have a completely new professional concept.

Characteristic 3: high reward

High pay and high risk are mutual cause and effect. A famous scholar said: "there is such a phenomenon abroad, a top exhibition company only needs to do two or three exhibition projects a year, so it can be eaten for 5 years. Domestic enterprises can not do this at present. "

According to relevant sources, a conference and exhibition project manager will make a large exhibition, with a few income, tens of thousands of yuan, and hundreds of thousands or even more.

PS. salary level of exhibition industry:

In terms of salary, the monthly salary of convention and Exhibition planners who have just entered the office is generally 2000~3000 yuan, and the monthly salary of those who hold more than one year experience in the exhibition industry can reach 4000~6000 yuan. There is a certain difference between local enterprises and foreign-funded enterprises. Taking the exhibition and sales office as an example, the industry generally adopts the way of base salary + royalty, private company has low base salary and high commission, and the general sales monthly income can reach more than 3000 yuan, and sales managers' monthly income is more than 6000 yuan; while foreign companies have high base salary and low royalty, some companies have fixed wages, the monthly income of ordinary sales can reach 6000-7000 yuan, and sales managers' monthly income is about 20 thousand. For exhibition designers, a relatively professional person, the salary level is relatively high, which can reach more than 6000 yuan.

In cities such as Shanghai, where Convention and exhibition industry is developed, the monthly salary of exhibition professionals can reach 5000 yuan, and the annual salary of senior auto show and housing exhibition will be around 120 thousand yuan, with a maximum of 300 thousand yuan. According to the analysis of the industry, due to the contradiction between the flourishing of exhibition economy and the lagging of professional talents education and training, the status of exhibition professionals still has much room for improvement.

Speaking of which, we have to say the education of mice.

Entering the 2005, Beijing International Studies University, Shanghai Normal University, Shanghai Institute of Foreign Trade, Shenyang Normal University, Shenyang Normal University and so on have become the main educational institutions for exhibition talents. Meanwhile, the new exhibition education institutions are spreading all over the country. Overseas exhibitions and training, represented by the US CEM, are popular in China. And the exhibition role exercise initiated by Mr. Zhang Qiang, a joint body, has also injected new ideas into exhibition training.

At present, the regional distribution of exhibition education and training institutions is consistent with the development of China's Convention and exhibition industry. Its main talent education and training institutions are distributed in developed cities such as Beijing, Shanghai and Guangzhou. But for some new exhibition cities with late start and high starting point, the lack of professional exhibition talents and the low quality of exhibition personnel have become an important factor restricting the development of local MICE industry. At present, some regions in Dalian, Shandong, Weihai and other places have begun to pay close attention to the training of mice talents.

According to incomplete statistics, by the end of 2005, the education and training institutions (including Hong Kong, Macao and Taiwan) related to exhibition and convention had set up about 50 to 60 schools, including undergraduate and higher vocational schools, in terms of exhibition and direction. In the short term, there are about 20 exhibition training institutions. Last year, the Ministry of labor and social security officially placed the exhibition planner in the occupational classification. This initiative will undoubtedly further promote the development of related education and promote the overall quality of exhibition talents.

However, some experts in the industry expressed concern about the "fast March" of exhibition education, when the educational sector tried its best to set up educational and training institutions for the mice. Dr. Liu Dake, director of the exhibition research center of Beijing International Studies University, said in an interview with reporters, "the shortage of exhibition talents is an indisputable fact in the exhibition industry. But what kind of talent does the exhibition industry need exactly? How much talent does China's Convention and exhibition industry need at present? This is a problem that the education sector should face early. Because with the annual increase of exhibition education and training institutions, the pressure of exhibition talents coming to employment will also appear.

According to the introduction, there are only 3 exhibitions and educational institutions in Germany, where the exhibition industry is quite developed. In Hongkong, only one Hong Kong Polytech University has a convention and Exhibition profession, and only 4 courses. In terms of social training, only the Hongkong Exhibition Association is doing qualification training; in Australia, there are only two universities; in the United States, there are 60 colleges and universities that involve exhibition courses, and only 4-5 universities are featured by convention and exhibition education. Compared with the training of exhibition talents in Hongkong and abroad, China has invested far more energy in exhibition education and social training than in the exhibition itself.

Zhang Qiang, a member of the professional theoretical research committee of the China Exhibition Association, believes that from the current number of exhibition education and training institutions, the increase of "quantity" has not brought about "quality" improvement. Because many colleges and universities lack the understanding of the particularity of exhibition industry, they do not form their own system by blindly running schools and running schools.

In addition, due to the late start of exhibition education in China, it is still not perfect in terms of teacher training, teaching materials specification and curriculum setting, so that the quality of exhibition talent training is greatly reduced. Experts believe that the training of mice talents should start from the general requirements. Now and in the future, the training of mice should be located in Bo, Shen and Jing. The so-called Bo is meant to provide extensive knowledge to meet the needs of different content exhibition projects; deep, it is necessary to thoroughly grasp the professional knowledge and theory of all aspects of the exhibition; the essence is to master the operation process of the whole exhibition industry, and the training time is best carried out in stages. In the actual training process, we need to combine closely with the demand of exhibition industry and take the road of cultivating characteristic talents. This characteristic is mainly manifested in the differentiation of training objectives, the uniqueness of curriculum and the diversity of training modes.

Zhang Qiang believes that to understand the market demand of exhibition talents and the balance of talent structure, it is impossible to blossom everywhere. Training objectives should be mainly based on senior management personnel. The establishment of educational syllabus and teaching materials should be systematic, scientific, international and feasible. At the same time, the process of teaching materials should be attended by the professionals in exhibition industry, and the three sectors, such as education and theorists, are jointly completed. Secondly, the teachers of the exhibition profession should visit the professional exhibition companies and exhibitions, and should also learn from specialized training institutions at home and abroad, and become professional teachers with practical experience and theories.

Generally speaking, the achievements of China's exhibition education and training in the bumpy educational exploration are worthy of the affirmation of the industry. China's exhibition education and training started late, and it is inevitable to take some detours. Experts suggest that mice education should go on the road of continuous health. In drawing lessons from foreign successful cases, an authoritative body must also take the lead in effective integration of exhibition education and training so as to avoid wasting educational resources.