国际展览总论教材.ppt

國際展覽總論 張 瑛 tinachang_tw@.tw 0912 200 696 02-2701 8768 ext 208 展覽 Fair 來自拉丁文的 Feria Exhibition　　來自拉丁文的 Expositio Exposition 同上 Trade Show　 美國 Messe 德國 見本市 日本 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 Show Worlds Fair – EXPO世界博覽會 由國際組織The Bureau International des Expositions簡稱 BIE 管理 展期為3~6個月 我國因不是聯合國會員故不得加入 展出者的目的 接訂單 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 尋找新產品 尋找新供應商 參加研討會 考察競爭情形 展覽產業對各國經濟的影響力 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 新加坡 673 trade shows a year Total revenue 10% of GDP Each exhibitor spend S$ 2,892/per day 展覽產業對各國經濟的影響力 德國 60% of world leading trade shows In 131 big shows 161,158 exhibitors(77, 183 from overseas) 10.09 million visitors(1.8 million from overseas) Total expenditure in ADV and PR worth 57.50 million Euro Who makes money? Organisers (PEOs) Managing their own events Managing events for others Associations Governments Other PEOs Venues Service providers Freight forwarders Stand contractors ...outside the industry? Travel-related Airlines Hotels Local services Retailers Restaurants Local transport services Taxis Trucking companies Regional economies Who makes the money? How do organisers make money on exhibitions? Organisers Re-sell space Sell advertising Collect cash in advance Size is a key determinant of profitability Large shows are very profitable Overhead doesnt increase much as show size goes up Although largest single expense is hall rental How do venues make money from exhibitions? Venues Rent space to organisers Run catering outlets and other services Collect other service fees Telecoms Parking A big money-earner at some venues …but there are other measures for venues In most places in the world, exhibition centres are built by local governments as part of the city infrastructure They are not necessa