|
Influenced by the globalization of trade activity; participating in large-scale international exhibition has become a very important marketing strategy for businesses to promote their services and products. Exhibitions are recognized by managers of businesses for its unique function of brand image promoting, new products displaying, industry insight obtaining and public relation maintaining.
In recent years, China, the country famous for its manufacturing, has transformed itself into one of the world’s biggest economy. More and more business from all over the world wanted to get a share and started to expand to China. Having a big market and with product and service quality constantly improving, China has become a battlefield on which the war between world-class corporations rages on.
China is vast in territory, and every province is different and unique. The time and money spent on traveling and advertising is too high; therefore, attending exhibitions is one of most efficient ways to develop local business.
Meanwhile, exhibitions are blooming in China; according to the president of UFI in 2016 in a summit, total of 15 countries have taken up 80% of indoor exhibition area, and the top three are USA, China, and Germany. From 2011 to 2015, the useable exhibition area in China has increased by 29%, the biggest in the world. The number of exhibitions held in China has taken up one fourth of world.
In addition, according to Shanghai Convention & Exhibition Industries Association (SCEIA), there were 816 exhibitions in Shanghai in 2016, taken up total 16.05 million square meters of exhibition area. Compared with 2015, it has increased by 8.95%
The most direct exhibition services business in the exhibition economy is categorized as:
1. Organizers that hold the meetings / exhibitions, and provide integrated service,
2. Lenders of event and exhibition areas, and
3. Companies that help with booth design and construction and equipment leasing.
The third type of business described above has the lowest threshold, therefore, the largest amount and most intense competition. This is the reason why businesses have to keep increase their own value even though the overall exhibition industry is growing.
This study concludes the different requirement in design and service from Chinese and Japanese exhibitors from interviews with experts, hoping to help exhibition service businesses have basic understanding when working with exhibitors from different countries.
During the process of this study, it was found that except for the differences caused by distinctive nation traits between exhibitors from China and Japan, business scale and weight gave to exhibitions affects directly to how and what these exhibitors ask of the said exhibition services companies. Exhibitors from other countries and the scale of them can also be of importance in later study.
|