摘要:上海将在2010年举行中国第一次主办的世博会,整个会展行业也随之进一步扩展并得到更多的关注,而其中会展策划是最受注目的内容。它建立会展的胚胎雏形,树立精华。虽然优秀的策划并不一定就有成功的会展,但成功的会展必定缺少不了优秀的策划。一个大型会展是否具备全方位的功能已经成为其成功与否的标准,策划者也学会使用各种手段和方式来全面同时提高它的各项功能,而活动作为一种可以在最大程度上完善会展功能的全能工具正日益受到重视,但与它起到作用相比对它进行的学术分析就显得苍白许多。本文为了能够在此类活动策划中找到规律性的形式与方法,通过研究会展中的活动策划现状,对现有的活动进行分类并加以分析,总结归纳出不同类型活动策划的特点及其模式,策划时应注意的侧重点,并对策划模式的未来走向做趋势分析。
关键词: 会展活动、活动策划,公众活动,公关活动、策划模式
ABSTRACT :As the 2010 Shanghai World Expo being hold in China first time, the whole parts of exhibition industry are paid more attention and planning is the most important one of them. The original shape of exhibition is framed with planning. A good project does not always bring a good exhibition, but a good exhibition always has a good project. The standard whether the exhibition’s function is all-around will be used to judge successful or not. Planners also try to use different kinds of ways to improve the effect. As an all-powerful tool which can perfect the exhibition’s function mostly, events in the exhibition are more accounted of. But being opposite of its import, it is so lack of studies of the events. To investigate how to plan the events in the large-scale exhibition, this article tries to find the rule of planning this kind of events. Through studying the actual state of event-plans and separating these events into categories, modes of planning events and the key points would be summarized. And predict the trend of event-plan mode.
Keyword:Events in the exhibition, Events planner, Public events, Mode of event-plan
绪论
会展业作为新兴服务业,是2l世纪的朝阳产业,有着巨大的发展潜力。它带动纺织服装、住宿、餐饮、通讯、旅游、购物等相关产业,目前,我国会展业从业人员已达100多万。随着中国加入WTO,特别是大陆和港澳CEPA安排的实施,外商也越来越看好中国会展业,中外会展企业的合作呈现多层次、全方位态势。美国、德国、英国等会展业发达国家的一些著名公司都在寻找与中国的合作项目,或合作建立企业、或合作办会展,形式多样。另对外开放的进一步扩大,不仅带来新的资金和投入,更重要的是带来新的经营方式和经营理念,必将进一步推动我国会展业更好地发展。
会展业中的策划人才也已成为目前社会最紧缺的人才之一。研究如何策划会展成为热门话题,而其中的活动策划是如何成功策划会展的关键一步。