Learn To Write Exhibition Plans

The first part

Copywriters in preparatory stage

Section 1 brief introduction of copywriters in the preparatory stage

First, the concept of copywriters in the preparatory stage of the exhibition:

The copywriting in the preparatory stage refers to all the text documents that have been involved in the exhibition from the definite exhibition theme, the collection of information, the planning of the exhibition project to the pre preparation stage before the official opening of the exhibition.

Two. The types of copywriters in the preparatory stage:

Generally speaking, the copywriters in the preparatory stage include the exhibition project planning book, the feasibility study report of the exhibition project, the exhibitors' instructions, the exhibition recruitment plan, the exhibition invitation letter, the progress plan, the audience invitation letter, the exhibition contract, the exhibition work plan, the exhibition expense budget table, the exhibition promotion plan, the advertisement copy and so on.

The second quarter writing in the preparatory stage

1. The writing of exhibition planning and planning book.

(1) the concept of exhibition planning and planning:

According to the information we have grasped, the plan for the exhibition is preliminary planning, and the basic framework of the exhibition is designed, and the preliminary planning contents for the planned exhibition are put forward. The main contents include: Exhibition name and place, exhibition organization, exhibition scope, exhibition time, exhibition scale, exhibition location, exhibition plan, promotion and investment plan, exhibition schedule plan, on-site management plan and related activity plan.

"Exhibition planning plan" is a set of exhibition planning, strategies and methods for planning and organizing a new exhibition. It is a summary and summary of the above contents.

(two) the content structure of the exhibition planning and planning book:

Generally speaking, the exhibition planning and planning book mainly includes the following contents:

1, the analysis of the market environment of the exhibition: including the analysis of the industry and market of the exhibition theme, the analysis of the relevant laws and policies of the state, the analysis of the relevant exhibitions, and the analysis of the market of the exhibition venues.

2, put forward the basic framework of the exhibition: including the name and venue of the exhibition, the composition of the exhibition organization, the scope of exhibition, the time to run the exhibition, the frequency of exhibition, the scale of the exhibition and the positioning of the exhibition.

3, exhibition price and preliminary budget plan.

4, exhibition staff division plan.

5, exhibition recruitment plan

6, exhibition investment plan.

7. Exhibition promotion plan.

8, exhibition preparation schedule.

9, the exhibition service providers arrange the plan.

10. Exhibition opening and on-site management plan.

11. Related activities plan during the exhibition.

12. Exhibition settlement plan.

(three) writing requirements for the exhibition planning and planning book:

1. name of exhibition

The name of the exhibition generally includes three aspects: the basic part, the limited part and the trade mark.

If the ninety-third China Export Commodities Fair is seated, the basic part will be "trade fair" if the three contents are mentioned above. The limited part is "China" and "ninety-third session", and the trade mark is "export commodity".

The following three parts are explained below:

The basic part is used to indicate the nature and characteristics of the exhibition. The commonly used words are exhibitions, exhibitions, fairs, trade fairs and festivals.

Restricted part: to illustrate the nature of the time, place and exhibition held by the exhibition.

There are three ways to show the time of the exhibition: first, to use "term".

The two is expressed by "year", and the three is expressed by "season".

Such as the third Dalian international clothing festival, 2003 Guangzhou Expo, Frankfurt spring consumer goods exhibition.

In these three ways of expression, it is most common to use the term "go" to show the continuity of the exhibition.

Those exhibitions that are just held are usually expressed in terms of "year".

The venue of the exhibition is also reflected in the name of the exhibition, such as "Dalian" in the third Dalian international costume festival.

The words in the exhibition name are mainly "international", "world", "national", "regional" and so on.

For example, the "international" in the third Dalian international costume festival shows that this exhibition is an international exhibition.

Industry logo: used to indicate the exhibition theme and scope of exhibits.

For example, the "costumes" of the third Dalian international clothing festival show that this exhibition is an exhibition of the clothing industry.

Industry identification is usually the name of an industry, or a large category of products in an industry.

2. Exhibition venue

The selection of the venue for the exhibition includes two aspects: first, where the exhibition will be held, and two which exhibition will be held in the exhibition.

To plan and choose where the exhibition will be held is to decide which country, which province or city is to be held in the exhibition.

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Planning to choose which exhibition hall to hold in the exhibition is to select the specific location for the exhibition.

Which exhibition hall should be selected specifically depends on the exhibition theme and the location of the exhibition.

In addition, when selecting the exhibition hall, we should also consider the size of the exhibition hall, the arrangement of the exhibition and the facilities and services of the pavilion.

3. Exhibition Agency

The exhibition organization refers to the units responsible for organizing, planning, attracting and attracting exhibitions.

Exhibiting agencies can be enterprises, trade associations, government departments and news media.

According to the different functions of various units in holding exhibitions, there are usually several exhibitions and exhibitions agencies in the following exhibitions: sponsors, contractors, CO organizers and supporting units.

Sponsor: exhibition holding company with main legal responsibilities for exhibition.

The sponsor has legal ownership of the exhibition.

The organizer is directly responsible for the planning, organization, operation and management of the exhibition, and the exhibition unit that assumes the main financial responsibility for the exhibition.

Co organizer: assisting the host or undertaking unit in charge of the planning, organization, operation and management of the exhibition, and partially undertaking exhibition exhibitions, promotion, promotion and promotion.

Supporting units: exhibitions, planning, organizing, operation and management of exhibition organizers or contractors, or exhibitors supporting the work of exhibition, investment promotion and publicity.

4. Exhibition time

Exhibition time refers to when the exhibition plan will be held.

There are three meanings in the exhibition time: first, the specific date of the exhibition.

Two refers to the date of exhibition and withdrawal.

Three refers to the date of opening the exhibition to the audience.

There is no uniform standard for the length of exhibition, depending on different exhibitions.

Some exhibitions can be held for a long time, such as the "World Expo" exhibition lasting for several months or even half a year. But for the most professional trade shows, the exhibition period is generally 3-5 days.

5. Scope of exhibits

The scope of exhibition should be determined according to the positioning of the exhibition, the advantages and disadvantages of the exhibition organization, and other factors.

According to the positioning of the exhibition, the scope of exhibits can include one or several industries, or one or several product categories in an industry. For example, the exhibition scope of "fair" and "fair" is very wide. For example, the "Canton Fair" exhibits more than 100 thousand exhibits, almost all inclusive; while the scope of exhibits in Germany's "Frankfurt International Automobile Exhibition" is very limited, only the automobile industry is one.

6, the frequency of exhibition

The frequency of exhibition is whether the exhibition is held a few times a year or a few years, or is not held regularly.

Judging from the actual situation of the exhibition industry, the number of exhibitions held once a year is the largest, accounting for 80% of the total number of exhibitions. There are many exhibitions held two times and two years in a year.

The determination of the frequency of exhibition is restricted by the characteristics of the exhibition industry.

We know that almost every industry's product has a life cycle, and the life cycle of products has a significant impact on the frequency of exhibition.

The investment period and growth period of products are the golden period for enterprises to participate in the drawer. The frequency of exhibition should firmly grasp these two periods.

7, exhibition scale

The scale of the exhibition includes three aspects: first, the exhibition area, the two is the number of exhibitors, and the three is the number of visitors to the exhibition.

In planning and organizing an exhibition, we must make predictions and plans for these three aspects.

When planning the scale of the exhibition, we should give full consideration to the characteristics of the industry.

The size of the exhibition will also be limited by the quantity and quality of the audience.

8, exhibition positioning

Popularly speaking, the positioning of the exhibition is to clearly tell the exhibitors and spectators what "what" and "what" are in the exhibition. Specifically, the exhibition positioning is the process of the exhibition organization to create a distinct and unique impression on the exhibitors and the audience by establishing and developing the differentiated competitive advantage of the exhibition according to their own resource conditions and market competition.

The location of the exhibition should be clear about the exhibition target, exhibitors and spectators, exhibition objectives and theme of the exhibition.

9. exhibition price and initial budget of the exhibition

The price of the exhibition is to set a suitable price for the rental of the exhibition booth.

The price of the exhibition booth often includes the price of the indoor exhibition hall and the price of the outdoor exhibition. The price of the indoor exhibition is divided into the price of the open space and the standard level.

When formulating the price of the exhibition, the principle of "superior price" is generally followed, that is, the price of booth that is easy to display and the flow of visitors is often higher.

The preliminary budget of the exhibition is a preliminary budget for the expenses and the expected revenue from holding the exhibition.

When planning an exhibition, it is necessary to set a suitable price for the exhibition according to the market situation, which is very important for attracting target exhibitors to participate in the exhibition.

10, personnel division, recruitment and promotion plan, division of labor plan, recruitment plan, investment promotion and promotion plan are the specific implementation plans of the exhibition. These four plans will interact with each other when they are implemented.

The division of labor plan is a comprehensive arrangement for the work of the exhibition staff.

The exhibition plan is mainly for various strategies, measures and measures to attract enterprises to participate in the exhibition.

The business plan is mainly aimed at attracting various spectators to visit the exhibition.

The publicity and promotion plan is to establish the exhibition brand and set up the exhibition image, and at the same time serve for the exhibition's recruitment and investment promotion.

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11. Exhibition schedule, site management plan and related activity plan.

The exhibition schedule is the overall arrangement for the exhibition's recruitment, investment promotion, promotion and booth classification in time.

It is clear what work should be done in the stage of the exhibition preparation until the exhibition is successfully held.

The progress plan of the exhibition is well arranged, and the preparations for the exhibition preparation can be carried out in an orderly manner.

The site management plan is an effective management plan for the exhibition site after the opening of the exhibition. It generally includes the opening plan of the exhibition, the management plan of the exhibition hall, the audience registration plan and the withdrawal plan.

The site management plan is well arranged, the exhibition site will be orderly, and the exhibition will be in good order.

The related activities plan of the exhibition is a plan for the related activities held during the exhibition.

The most common activities related to the exhibition are technical exchange meetings, seminars and performances. They are a useful supplement to the exhibition.

Two. Writing the feasibility study report of the exhibition project.

(1) the concept of feasibility study report of exhibition project

The completion of the exhibition planning plan does not mean that the exhibition can be held.

The project is only a preliminary opinion on what themes to be held and how to organize the exhibition. A preliminary plan has been worked out. Whether the exhibition can really be held and whether the scheme is really feasible, it is necessary to conduct a feasibility analysis of the exhibition project and program.

The conclusion of the feasibility analysis and other factors that must be considered are the final basis for deciding whether or not the exhibition can be held in the final stage.

The feasibility study report of the exhibition project is a research report completed on the basis of feasibility analysis of the exhibition project.

The feasibility analysis of the exhibition is the continuation of the project planning.

On the basis of mastering various kinds of information, the project planning of the exhibition project initially puts forward what the exhibition is like. The feasibility analysis of the exhibition is based on carefully studying all kinds of information, and thoroughly analyzes whether the "exhibition" put forward by the exhibition project is feasible, and provides scientific decision-making basis for the final exhibition.

If the feasibility analysis of the project is approved, it is proved that the planned market conditions of the exhibition will be available, the project has vitality, the various execution plans are reasonably planned, the projects are economically feasible, the risks are small, and there are certain social benefits.

(two) the content structure of the feasibility study report of the exhibition project.

The feasibility study report of the exhibition project should make a systematic assessment and explanation of the feasibility and infeasibility of the exhibition project, and provide the improvement basis and suggestions for the final improvement of the specific implementation plan of the exhibition project.

Therefore, the feasibility study report of the exhibition project mainly includes the following contents:

1, market environment analysis

(1) macro market environment: population environment, economic environment, technological environment, political and legal environment, social and cultural environment, etc.

(2) micro market environment, including the internal environment, target customers, competitors, marketing intermediaries, service providers and the public.

(3) market environment evaluation: SWOT analysis, namely internal advantage, internal disadvantage, external opportunity and external threat analysis.

2. Vitality analysis of exhibition projects

(1) space for project development: namely, analysis of the industrial space, market space, geographical space, policy space and so on.

(2) Project Competitiveness: including the appeal of exhibition positioning, the brand influence of exhibitors, the composition of exhibitors and spectators, exhibition prices, exhibition services, etc.

(3) analysis of advantages and disadvantages of exhibition organizations

3. Analysis of exhibition execution plan

1) assess the basic framework of the planned exhibition, including:

(1) there is a conflict between the name of the exhibition and the scope of the exhibition and the positioning of the exhibition.

(2) whether the frequency of exhibition run and the frequency of exhibition run are in line with the characteristics of the industry where the exhibits are located.

(3) whether the venue of the exhibition is suitable for holding the exhibition where the exhibits are located.

(4) in the industry where exhibition exhibits are located, can we hold such a scale and positioning exhibition?

(5) whether the exhibition exhibition organization can hold such a scale and positioning exhibition during the planned exhibition time.

(6) the exhibition organization is familiar with the industry where the exhibition exhibits are located.

(7) is there any conflict between the location of the exhibition and the scale of the exhibition?

2) investment promotion and promotion plan evaluation

(1) evaluation of recruitment plan (2) evaluation of investment promotion plan (3) evaluation of promotion plan

3. Financial analysis of exhibition projects

(1) price positioning

(2) cost forecast

The cost of holding an exhibition generally includes:

1) exhibition venue costs.

That is, the rental of exhibition venues and various expenses arising therefrom.

These fees include: Rental of exhibition venues, air conditioning fees for exhibition halls, special charges for layers, standard floor fees, carpet and carpets for exhibition pavilions, overtime pay for booth installation and so on.

2) exhibition promotion fee.

It includes advertising and publicity fees, exhibition design and printing fees, information mailing fees, press conference fees, etc.

3) the cost of attracting and attracting investment.

4) related expenses.

It includes the technical exchange meeting, the opening ceremony of the seminar, the reception of guests, the reception, the layout of the exhibition, the gifts, and the cost of the temporary staff.

5) office expenses and personnel costs.

6) tax 7) other unpredictable expenses

(3) revenue forecast

The general revenue of holding an exhibition is as follows:

1) booth fee income 2) ticket revenue 3) advertising and corporate sponsorship income

4) other related income (4) breakeven analysis (5) cash flow analysis

1) net present value analysis 2) net present value rate analysis 3) profit index 4) internal rate of return

5, risk prediction

(1) market risk (2) business risk (3) financial risk (4) cooperation risk

6, problems

It includes all kinds of problems found in the exhibition project through the above feasibility analysis, and other problems that may be found outside the feasibility analysis.

7, suggestions for improvement

In view of the above problems, it puts forward suggestions for improving the project planning of the exhibition project, and points out the direction of the successful exhibition.

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8, the direction of efforts

On the basis of the above analysis and in view of the existing problems, it puts forward the other conditions and the direction needed to do well for the exhibition.

(three) writing requirements for the feasibility study report of the exhibition project.

The feasibility study report of the exhibition project is an important basis for the organizer to decide whether or not to hold the exhibition. Therefore, the compilation of the feasibility study report of the exhibition project must make the material real and full, analyze the objective science, and judge the accuracy and rationality.

1, market environment analysis

The analysis of the market environment is the first step of the feasibility analysis of the exhibition. It is a plan for the exhibition based on the plan of the exhibition, and based on the information that has been grasped, it further analyzes and demonstrates whether the various market conditions of the exhibition are available, and whether it has the necessary policy foundation and social foundation for the exhibition.

Market environment analysis should not only study various existing market conditions, but also make predictions for its future changes and development trends, so that the conclusions obtained from the feasibility analysis can be more scientific and reasonable.

The analysis of the market environment is based on the external factors of the planned exhibition projects to analyze whether the conditions of the exhibition are available. The vitality analysis of the exhibition project starts from the planned exhibition project itself, and analyzes whether the exhibition has any future prospects.

Analysis of the vitality of exhibition projects is not only to analyze the vitality of the exhibition for one or two sessions, but to analyze the long-term vitality of the exhibition. It is also necessary to analyze whether there will be any future development if the exhibition is held for more than five sessions.

2. Vitality analysis of exhibition projects

The analysis of the market environment is based on the external factors of the planned exhibition projects to analyze whether the conditions of the exhibition are available. The vitality analysis of the exhibition project starts from the planned exhibition project itself, and analyzes whether the exhibition has any future prospects.

Analysis of the vitality of exhibition projects is not only to analyze the vitality of the exhibition for one or two sessions, but to analyze the long-term vitality of the exhibition. It is also necessary to analyze whether there will be any future development if the exhibition is held for more than five sessions.

3. Analysis of exhibition execution plan

The implementation plan analysis of the exhibition is based on the planned exhibition project itself, analyzing whether the implementation plan of the exhibition project plan is complete, and whether it can ensure the realization of the exhibition goal.

The object of the exhibition execution plan analysis is various execution plans of the exhibition. The analysis focuses on whether the various execution plans are reasonable, complete and feasible.

One important point is to evaluate the basic framework of the exhibition. The key point is not to analyze the planning arrangement of a certain factor that constitutes the basic framework of the exhibition, but to analyze whether the basic framework of the exhibition is reasonable and feasible.

Because although the planning arrangement for each factor that constitutes the basic framework of the exhibition may be reasonable and feasible, the basic framework of the exhibition constituted by these factors may be unreasonable and infeasible in general.

Therefore, to avoid this phenomenon of "individual rationality and group conflict", it is very important to evaluate the basic framework of the exhibition.

4. Financial analysis of exhibition projects

The financial analysis of the exhibition project is based on the financial aspect of the exhibition organization, and analyzes and calculates the expenses and benefits of the exhibition.

The main purpose of the financial analysis of the exhibition project is to analyze the feasibility of the planned exhibition and to specify the use plan for the upcoming exhibition.

5, risk prediction

From the point of view of the feasibility analysis of the exhibition, the risk is that due to some unexpected and uncontrollable factors, the risk is that the exhibition organization will deviate from the expected revenue from the plan and the actual revenue of the exhibition, resulting in the failure of the exhibition agency to hold the exhibition, or even if the exhibition is held as scheduled, there will be some economic loss to the exhibiting organization.

6, problems

It includes all kinds of problems found in the exhibition project through the above feasibility analysis, and other problems that may be found outside the feasibility analysis.

7, suggestions for improvement

In view of the above problems, it puts forward suggestions for improving the project planning of the exhibition project, and points out the direction of the successful exhibition.

8, the direction of efforts

On the basis of the above analysis and in view of the existing problems, it puts forward the other conditions and the direction needed to do well for the exhibition.

Three. The writing of exhibition instructions.

(1) the concept of "exhibitors' instructions"

After organizing the date of the exhibition, designated exhibition contractors, exhibition pport agents and exhibition tour agents, the exhibition organization can proceed with the compilation of the exhibition manual.

The "exhibitors' manual" is a pamphlet compiled by the exhibitors to compile other questions that should be noted when the exhibition is being prepared, opened and exhibitors attending the exhibition, so as to facilitate exhibitors to participate in the exhibition.

The compilation of exhibitors' manuals is a fundamental work in the preparatory process of the exhibition.

(two) the main contents and writing requirements of the exhibition manual.

In a sense, the exhibition manual is a programmatic document to help exhibitors to participate in the exhibition preparation. It is also a guiding document for the exhibition organization to manage effectively the exhibitions, exhibitions, exhibitions and other links. The contents of the exhibitors' manuals relate to all aspects of the exhibition.

Generally speaking, the exhibitors' instructions mainly include the following aspects:

(1) foreword.

It is mainly for exhibitors to attend this exhibition, and to explain the principles and purposes of this manual, to remind exhibitors to abide by the relevant provisions of this manual consciously in the aspects of exhibition, exhibition, exhibition and withdrawal.

The preface is usually brief and concise.

(2) the basic situation of the exhibition venue.

Including the exhibition hall and exhibition area plan, the traffic map to the exhibition hall, the basic technical data of the exhibition venue, etc.

When drawing up the exhibition hall and the exhibition area plan, we should pay attention to the location of the various service facilities, the details of the exhibition area and the exhibition booth, the inner passageway and the population of the exhibition hall. When drawing the traffic map to the exhibition hall, we should pay attention to the specific location of the exhibition hall, the main means of pportation and pportation route to the exhibition hall, the specific location of the designated reception hotels in the city, etc., for the basic technical data of the exhibition site, we should clearly and accurately list the ground bearing capacity, the ventilation condition inside the museum, the volume capacity of the freight elevator, the height of the exhibition hall interior space, the height and width of the entrance of the exhibition hall, the water and electricity supply situation of the exhibition hall, etc.

The introduction of the basic conditions of the exhibition site has a good guiding role for helping exhibitors to accurately find the exhibition hall and their own booths, and then to arrange and arrange the exhibition booth.

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(3) exhibition basic information.

It includes the name, venue, exhibition time, exhibition organization, designated contractor, designated pport agent, designated travel agent, designated reception hotel and so on.

For exhibition time, it is necessary to specify the exhibition time, opening time, time for opening to the professional audience and the general public, the time for withdrawal, the time for exhibition and the overtime work. For the exhibitors, the organizers, contractors, supporting units and co organizers of the exhibition should be specified in detail. In addition, the detailed address, telephone, fax and contacts of the exhibitors, designated contractors, designated pport agents, designated travel agents, designated reception hotels, etc. should also be specified in detail. If there are websites and E MAlL, it is also best to publish so that exhibitors can easily contact the relevant units when necessary.

(4) exhibition rules.

It is the rules and regulations that must be observed by exhibitors and spectators when attending exhibitions, including: Regulations on the use and management of exhibition documents, regulations on site security and insurance, rules for the cleanliness of layers, provisions for storage of goods, matters needing attention in the use of water and electricity, rules for the sale of goods on display, fire regulations, intellectual property protection regulations, and matters needing attention in exhibitions.

The exhibition rules are the systems that all participants must observe. It is very important for the management and maintenance of the scene.

(5) guide for installation of booths.

It is some basic requirements and explanations for the exhibition booth's installation, mainly including the standard booth description and the air space booth's installation instructions.

Since the basic structure and configuration of all the standard booths are the same, the "standard booth instruction" mainly explains the standard configuration of the booth, lists the attentions for exhibitors to use the standard booth, and puts forward that if exhibitors need to increase the disposal methods other than the non standard configuration.

The installation instructions for the open space exhibition are mainly about the regulations and requirements for exhibitors to build empty space booths, such as the requirements for materials, fire work, fire safety and laying wires.

The guide for layer installation is helpful for guiding exhibitors to install and arrange the booth smoothly and safely.

(6) guide for exhibits pportation.

It is some guidelines and instructions for exhibitors to display exhibits and other articles to the exhibition site, mainly including overseas pport guides and domestic pportation guides.

Whether it's an overseas or a domestic pport guide, it is necessary to specify the mode of pport and pportation routes, the delivery of various goods, the time limit for filing documents, the preparation and delivery of freight documents, the charging standard, the packaging, customs declaration, the return pport, and the optional service.

The guide for the display of goods has a great effect on helping exhibitors arrange the pportation of exhibits in time.

(7) Convention and exhibition tourism information.

It is a description of the needs of exhibitors and spectators to participate in the exhibition, such as pportation, food, housing, travel and tourism needs before and after the exhibition.

The conference and exhibition information should be listed in detail in terms of the grade, agreement price, address, telephone number, fax and contact distance between the designated reception hotels, the distance from the exhibition hall and so on. It is necessary to list the visa procedures for overseas visitors and exhibitors, and the routes and arrangements for business study and Sightseeing Leisure Tours during and after the exhibition.

Convention and exhibition tourism information is mainly for the convenience of exhibitors and spectators in daily life.

(8) related forms.

It is about the various forms that the exhibitors need to use in the process of exhibition and exhibition, mainly including two forms: exhibition form and layer table.

The exhibition forms mainly include VIP buyer service form, temporary service personnel application form, extra work permit and invitation card application form, seminar and technical exchange application form, publication advertisement application form, etc.

After the compilation of the exhibition manual is successful, it can be printed into a volume, sent to the exhibitors at the appropriate time before the opening of the exhibition, or its contents can be posted on the special website of the exhibition for exhibitors to read and download. If the exhibitors have overseas exhibitors, they will also plate the exhibitors' manuals into foreign language texts.

(three) the role of the exhibition manual

The exhibition manual is designed to facilitate and guide the exhibitors to carry out exhibition services, exhibition, exhibition and withdrawal. It not only plays a very important role in guiding exhibitors to participate in the exhibition preparation, but also has great help and influence on the effective on-site management of exhibitions such as exhibition, exhibition and withdrawal.

1. The guiding role of exhibitors in exhibitors.

Exhibiting detailed instructions, the exhibitors can prepare for the preparations for the exhibition, such as arranging the pportation of the exhibits, and arranging the loading materials and designs for the exhibition according to the instructions of the guide. Exhibitors will arrange and deploy the booths according to the relevant requirements of the instructions, so as to avoid the blindness and violation during the exhibition period; exhibitors can display the exhibits during the exhibition period; during the period of the exhibition, exhibitors can follow the instructions of the instructions in an orderly manner; after the exhibition, exhibitors can also choose the MICE tourism suitable for their needs according to the instructions of the instructions. The exhibitors' manuals will separately display the venue, the basic conditions of the exhibition, the rules of exhibition, the installation of layers, the exhibition of goods and the exhibition tourism.

Under the guidance of the exhibitors' instructions, exhibitors can more effectively prepare and complete all kinds of affairs involved in the various aspects of the exhibition.

2. The function of exhibitors' instructions to the exhibition site management.

Exhibitors' specifications for the exhibition during the period of exhibition, exhibition, exhibition and withdrawal are not only conducive to instructing the exhibitors to act according to the regulations, but also help the exhibition agencies to supervise the various matters on the exhibition site according to the requirements of the manual, and provide various services for exhibitors in accordance with the requirements of the manual.

Exhibitors' Handbook is one of the important bases for exhibitors to conduct on-site management of exhibitions such as exhibition exhibition, exhibition, exhibition and withdrawal. It has formulated rules of conduct that must be observed for all stages of the exhibition, and is conducive to the management of exhibition sites by the exhibition agencies.

3, the role of the exhibition manual to the audience.

In addition to the guidance of exhibitors and the role of on-site management, exhibitors' instructions can also play a certain role in the exhibition audience.

For example, the manual's explanation of the layout of the exhibition hall, the distribution map of the service facilities, the traffic route, the designated reception hotels and the opening time of the exhibition will help the audience to visit the exhibition.

Under the guidance of the traffic route map of the exhibition hall, the audience can conveniently reach the exhibition hall. Under the guidance of the distribution map of the library service facilities, you can find the service points you need, and enjoy the preferential price treatment of the designated reception hotels.

Generally speaking, a large part of the audience of the exhibition is invited by the exhibitors. The exhibitors usually inform the invited audience by the above information, so the exhibitors will play a greater role in the audience.

Four, the basic principles of compiling the "exhibition guide".

We can see from the role played by the exhibitors that the exhibition manual is an important document in the preparatory process of the exhibition.

We must let the exhibition instructions play a real role in the preparation process of the exhibition.

First, practical.

The contents of the exhibitors' instructions should play a guiding role in exhibiting, arranging, exhibiting and withdrawing the exhibitors, or it will help the exhibitors to manage exhibitions, exhibitions, exhibitions and dismantling exhibitions, or assist exhibitors to invite their old customers to visit exhibitions. Otherwise, the contents will not be allowed to enter the exhibitors' manuals.

Second, concise and clear.

The description and description of all aspects should be concise, not too long, and not enough to explain the problems. The description and description of the contents must be accurate and specific, so that people can see clearly, and can not make people understand or even make people ambiguous. Otherwise, the specific implementation of the exhibition, exhibition, exhibition and withdrawal will be controversial, which will be neither conducive to exhibitors' exhibition or management of exhibition venues.

Third, comprehensive and comprehensive.

For the contents mentioned in the exhibition manual, it should be as detailed as possible. For example, the time limit for exhibition and withdrawal of work overtime can be specified in hours and minutes, and the deadline for returning to various forms is specific to a certain day and so on. This is more conducive to the specific operation and management of the exhibition; there should be no omission for all the contents mentioned in the exhibition manual; for example, the height and width of the exhibition hall, the ground bearing capacity of the exhibition hall, and the points for attention to the fire protection should be specified in the description of the basic conditions of the exhibition venue. Otherwise, there will be problems in the field operation. For example, if there is no mention of the height and width of the entrance of the exhibition hall, it is possible that some larger and longer items will not enter the exhibition hall.

Fourth, beautiful.

The typesetting and production of the exhibitors' manuals should be beautiful and generous, and the printing should be exquisite. Try not to avoid any wrongly typed characters and other printing errors. The production of the exhibition manuals and the grades of the paper and the exhibition and the brand and reputation of the exhibitors should not be allowed to produce bad associations.

Fifth, professional.

The words and sentences of the exhibitor's instructions should be in accordance with the custom and standard of the industry. To use the familiar language of the industry, the terms involved should be standardized, and some unfamiliar words in the industry should not be used for granted; the content arrangement should be in line with the preparatory procedures of exhibitors' development, so they can not let them look for what they need to know.

Sixth, internationalization.

If the exhibition is an international exhibition, or the exhibition has the intention to develop in the direction of internationalization, the content arrangement and production of the exhibition instructions should be as much as possible to meet the needs of the international exhibitors, such as the text of the foreign language except for the Chinese text.

The plation of the foreign text must be accurate, because the overseas exhibitors are preparing for the exhibition according to the instructions; if the plation is not accurate, it will bring them a great deal of inconvenience.