广东展览业现状，问题与对策外文翻译资料

广东展览业现状，问题与对策

原文作者 Karin Weber Tomas Bauer 单位School of Hotel amp; Tourism Management, The Hong Kong Polytechnic University, Hong Kong

摘要：作为一种高效、无污染，对相关产业具有极强的工业强大的产业，人们现在对展览业更加关注。目前，中国会展业正处于高速发展时期，国际会展中心正在向中国转移。作为中国经济强省，广东迎来了展览业的千载难逢的机遇，但也面临着巨大的挑战。这主要是指信息化程度低，专业化，市场化程度低，服务质量差，人才匮乏等。本文比较了广东省与其他省份的情况，以找出问题，促进更快，更好地发展广东的会展业。

关键词：展览；现状；问题与对策

1.介绍

据中国国际贸易促进委员会（中国国际贸易促进委）2014年统计，中国十大展会省份共有1694个项目参展。从展场面积来看，中国展馆总面积达700万平方米，展览面积达90万平方米。 其中，其中可用展览面积达到10万平方米的超大型展览场地仅占16.37％，可用展览面积达到2万平方米的小型场馆占31％，这表明展览业是快速发展，中国面临着展览场馆失衡分布的问题。

在省份方面，现有展览面积100万以上的省份共14个，总展出面积5500万平方米。 值得一提的是，广东展区面积1717万平方米，项目总数542个，位居全国首位，但值得指出的是，还有一些缺陷。本文将从展览规模和展览场地等方面对广东现状进行阐述，最后指出存在的问题并提出相应的发展对策。

2.广东展览业现状

2.1展览的数量和规模

2014年广东共举办展览项目542个，展览总面积1717万平方米，主要集中在广州和深圳。 广州展览项目259个，展览面积900万平方米，总面积23万平方米，占全省总数的52.76％，深圳有89个项目，总展览面积300万平方米和12万平方米。从结构上看，展览面积超过10万平方米共31个，总展览面积800万平方米，总面积63万平方米; 展览面积50-10万平方米共38个，总展览面积200万平方米，建筑面积58万平方米。

从季节分布来看，广州展主要集中在3月，5月，6月和10月，11月和12月下半年，大部分展览持续3天，占比52.91％。此外，广东行业分布广泛，家居建材，汽车运输及食品展共195项，分别位居第一，第二，第四位。

相比之下，2014年北京共举办展览项目258个，总展出面积700万平方米，展出面积25万平方米。 据北京展览业联合发展协会报告，2013年展会行业总收入近230亿元，其中，会议收入约120亿元（去年为190亿和9.87亿元），其中，展览收入约90亿和7亿元，奖励旅游收入近10亿元（比去年增长20％），增幅超过20％。2013年，上海举办了361次展览，但总展览面积分别为1100万和20万平方米。仅2010年，上海就共举办了448个国内外展览项目，总展览面积约800万平方米，国际展览227个，展览面积500万平方米。2015年整个展览面积将超过1500万平方米。显然，上海的展览数量有所下降，但展览面积呈现上升趋势，这表明上海正处于大发展的方向，中型展览的项目。

综上所述，我们可以看到广东省的展览面积和项目数量均高于上海，北京。但与上海相比，大中型展会不到该省项目总数的6％。

2.2 展会主办方情况

该展会的企业在广东有4000多家，展会场馆31个，占全国的13.78％。但大多数是中小型场馆，约占所有场馆的71％，其展览面积为100万和54.9万平方米。它的市场在广东省有100多家企业，展览市场巨大，具有很好的发展潜力。

3．广东省会展业问题

3.1低市场水平和协会驱动效应不明显

展会的行业是一个相关性强的行业，如广交会，投入与相关行业产值之比为1:10。但展会组织者将大部分时间和精力投入到解决参展商的食品，住房，旅游等问题上，这些应该能够承担旅游部门的事务。导致支撑服务相对滞后，不利于集群升级。另外，集群网络协作和品牌创新的要求还没有到位，导致广东展业集群效应不明显。

3.2 低市场水平

3.2.1 市场机制不完善

政府对展览市场的干预太多，对展会缺乏指导，阻碍了展览业的市场发展。展览市场的供需机制，价格机制，行业自律机制和竞争机制并未真正发挥作用，长期依赖政府投资资金，没有形成自筹资金的形成机制。

3.2.2市场信息不对称

展会信息渠道不畅通，导致组织者与参展商无法有效沟通，导致展会达不到预期的效果，甚至出现欺诈，虚假展览等，扰乱了展会的市场秩序一定程度上。

3.3 低服务质量

展览业属于服务质量，因此是展览业发展的关键因素。目前，广东缺乏专业化的分工，专业服务不强，水平不高，质量不高。场馆展区面积不够大，功能单一，配套硬件设施不齐全，导致场馆利用率不足，浪费资源。

3.4信息水平低

展览企业的信息结构主要包括办公信息三位一体的信息结构，现场管理信息和展览的网络信息。 随着互联网的普及和信息技术的发展，展览业信息技术水平不断提高。在欧美发达国家，信息技术被广泛应用于展览行业，极大地提高了展会的管理效率和服务质量。相比之下，广东展会的行业信息化程度还比较低，而信息技术在展会行业中的应用也比较落后。

3.5 缺乏人才

每年在广州举办的数十场比赛中，仅在2008年登记的场次高达370场，表明展会的人才需求量较大。2006年，展览专业人才需求约8000人，2010年亚运会期间对展览专业人才的需求达到10万人左右。

另外，展会的从业人员不是专业人才，人员流动性大，专业水平不高的现象，广州作为中国第三个展览城市，迫切需要创意型，管理型，专业型和技术型展览人才。中国展览的教育和培训远远落后于展览业的发展速度，导致人才短缺。

四，广州会展业发展对策

4.1提高专业水平

根据全省工业基础和区域优势合理开展全省展会的产业目标，做好全省工业展览的目标，搭建相应的基础设施，明确国家和地区展览业发展的主题掌握世界经济发展趋势，组织专业主题展。根据市场需求组织市场调研设计展，明确展会主题。

认真落实营销计划，树立服务意识和品牌意识，借鉴国外知名企业的先进管理方法和市场运作经验。加快自主品牌建设，树立自己的形象，提高企业和展会的国际知名度，美誉度和行业认可度。

4.2完善市场机制

加快展会产业的市场化是中国展览业未来发展的方向。为了实现资源的优化配置，实现效益最大化，成本节约，应尽快建立平等高效的市场机制，反对不正当竞争和欺诈行为，创造良好的市场环境和公平竞争秩序，真正推动展览市场的行业。如果开展严格的市场准入制度，提高行业门槛，加快展会发展，提高展会整体素质，就会实现市场主体的多元化，充分发挥主要市场的作用。

4.3提高服务质量

展会的企业和场馆应提升展会服务质量，提供优质贴心，全方位，人性化，智能化的一站式服务，从而最大限度地提高客户的便利度，培养忠诚的客户。为实现这一目标，我们必须尽快发展我国展会服务外包业务，提高外包服务市场的专业化服务水平，从而保证展会外包服务的质量。

加快产业链下游产业的发展，尽快形成一整套服务体系。场地的建设应有科学的规划，不仅要看数量，还要看规模，质量，看场内的行业影响力，地位和声誉。注重场地设计的选择和质量，配备一流的设施展览，如展馆展示区，通风，水，电，通讯等应达到标准化程度。 应配备绿色休闲场所和停车场，为博物馆外的参展商和专业观众提供便捷的服务。

4.4促进信息化进程的发展

目前，中国展览企业应尽快转变观念，关注展览业的信息化建设，积极采取措施推动展会行业信息化进程的发展，提高展会的管理效率和服务水平展览行业的质量。在这个过程中，信息技术在展览业中的应用是关键。作为展会的企业，在推广，销售管理和客户跟进过程中要特别注意信息技术。

4.5加强人才培养引进

展会的企业和场馆应提升展会服务质量，提供优质贴心，全方位，人性化，智能化的一站式服务，从而最大限度地提高客户的便利度，培养忠诚的客户。为实现这一目标，我们必须尽快发展我国展会服务外包业务，提高外包服务市场的专业化服务水平，从而保证展会外包服务的质量。

5.结论

根据2014年的相关数据，我们对广东的展会数量，展区面积，展览业布局等相关信息进行了描述，并将其与相关省份的国内情况进行了比较。发现广东会展行业存在专业化，市场化，信息化程度低，服务质量低下，管理模式落后的现象。针对提高专业水平，市场机制和服务质量等问题，提出了解决问题的建议，希望广东展览业得到进一步发展。

外文文献出处：Journal of Human Resource and Sustainability Studies

ABSTRACT:As a kind of high efficiency, no pollution and with extremely strong industrial power to related industries, people pay more attention to the exhibition industry now. At present, exhibition industry of China is in a high-speed developmental period, and the International Convention and Exhibition Center is transferring to Chinese. As an economic strong province in China, Guangdong has ushered in a golden opportunity on exhibition industry, but it also faces great challenges. This mainly refers to the low level of informationization, specialization, marketization, the awful service quality, the lack of talents etc. This paper compares the exhibitionrsquo;s situation of Guangdong province to that of other provinces, in order to find out the problem, and promote faster and better development of the exhibition industry in Guangdong.

Keywords:Exhibition, Present Situation, Problems and Countermeasures

1. Introduction

According to the statistics of CCPIT (the China Council for the Promotion of International Trade) in 2014, the number of exhibition in ten best exhibition provinces of china was a total of 1694 projects. In the view of the acreage of exhibition venue, China has 7 million and 900 thousand square meters exhibition areas in total. But among them, the ultra large exhibition venue which available exhibition area reached 100 thousand square meters just accounted for 16.37%, and the small venues which available exhibition area reached just 20 thousand square meters accounted for 31%, which shows that the exhibition industry is rapidly developing and that china faces the problem of the imbalance distribution of exhibition venues .

In the aspect of provinces, the provinces which available exhibition area was 1 million or more were a total of 14, with a total exhibition area of 55 million and 10 thousand square meters. It is worth mentioning that the exhibition area in Guangdong is 17 million 170 thousand square meters and the number of projects is 5

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The Present Situation, Problems and Countermeasures of the Exhibition Industry in Guangdong, China

ABSTRACT:As a kind of high efficiency, no pollution and with extremely strong industrial power to related industries, people pay more attention to the exhibition industry now. At present, exhibition industry of China is in a high-speed developmental period, and the International Convention and Exhibition Center is transferring to Chinese. As an economic strong province in China, Guangdong has ushered in a golden opportunity on exhibition industry, but it also faces great challenges. This mainly refers to the low level of informationization, specialization, marketization, the awful service quality, the lack of talents etc. This paper compares the exhibitionrsquo;s situation of Guangdong province to that of other provinces, in order to find out the problem, and promote faster and better development of the exhibition industry in Guangdong.

Keywords:Exhibition, Present Situation, Problems and Countermeasures

1. Introduction

According to the statistics of CCPIT (the China Council for the Promotion of International Trade) in 2014, the number of exhibition in ten best exhibition provinces of china was a total of 1694 projects. In the view of the acreage of exhibition venue, China has 7 million and 900 thousand square meters exhibition areas in total. But among them, the ultra large exhibition venue which available exhibition area reached 100 thousand square meters just accounted for 16.37%, and the small venues which available exhibition area reached just 20 thousand square meters accounted for 31%, which shows that the exhibition industry is rapidly developing and that china faces the problem of the imbalance distribution of exhibition venues [1] .

In the aspect of provinces, the provinces which available exhibition area was 1 million or more were a total of 14, with a total exhibition area of 55 million and 10 thousand square meters. It is worth mentioning that the exhibition area in Guangdong is 17 million 170 thousand square meters and the number of projects is 542 in total, which ranked first in china. But it is worth pointing out that there are some deficiencies as well. This article will elaborate from the exhibition scale and exhibition venues on the current situation of Guangdong, and at last, point out the problems and give the corresponding development countermeasures.

2. Present Situation of Exhibition Industry in Guangdong

2.1. Number and Size of Exhibition

Guangdong held a total of 542 exhibition projects in 2014, with a total exhibition area of 17 million 170 thousand square meters, but mainly concentrated in Guangzhou and Shenzhen. Guangzhou had 259 exhibition projects, with a total exhibitionrsquo;s area of 9 million and 230 thousand square meters, accounting for 52.76% of the provincersquo;s total and Shenzhen had 89 projects, the total exhibitionrsquo;s area of 3 million and 120 thousand square meters. From the point of structure, more than 100 thousand square meters of the exhibition were a total of 31, with a total exhibitionrsquo;s area of 8 million and 630 thousand square meters; 50 - 100 thousand square meters of the exhibition were a total of 38, with a total exhibitionrsquo;s area of 2 million and 580 thousand square meters.

From the point view of the seasonal distribution, Guangzhoursquo;s exhibition mainly concentrated in the first half of the March, May, June and the second half of October, November and December, and most exhibition lasted 3 days, accounted for 52.91%. In addition, the industry is widely distributed in the exhibition of Guangdong, where Home building materials, automobile transportation and food of the exhibition were 195 together, ranked first, second and forth respectively.

In comparison, Beijing held a total of 258 exhibition projects in 2014, with a total exhibitionrsquo;s area of 7 million and 250 thousand square meters. According to the report of joint developmental association of Beijing exhibitionrsquo;s industry, the total revenue of exhibitionrsquo;s industry was nearly 23 billion yuan in 2013. Among them, the conference revenue was about 12 billion yuan (last year was 19 billion and 987 million yuan), the exhibitionrsquo;s revenue was about 9 billion and 700 million yuan, reward tourism revenue was nearly 1 billion yuan (up 20% over last year), an increase of more than 20%. While in 2013, Shanghai held a total of 361 exhibitions, but the total exhibitionrsquo;s area was 11 million and 200 thousand square meters [2] . Only in 2010, Shanghai held a total of 448 domestic and international exhibitionrsquo;s projects, with a total exhibitionrsquo;s area of about 8,000,000 square meters, International exhibition 227, exhibitionrsquo;s area of 5 million and 800 thousand square meters. The total exhibitionrsquo;s area would be more than 15 million square meters in 2015. Obviously, the number of exhibitions in Shanghai had declined, but its exhibitionrsquo;s area was showing a rising trend, which showed that Shanghai was in the direction of the development of large and medium-sized exhibitionrsquo;s project [3] .

In summary, we can see that exhibitionrsquo;s area of Guangdong province and the number of projects were higher than those of Shanghai, Beijing. But compared to Shanghai, the large and medium-sized exhibition was less than 6% of the total number of projects of the province exhibitionrsquo;s project.

2.2. The Situation of Exhibition Organizer

The exhibitionrsquo;s enterprises have more than 4 thousand in Guangdong, 31 exhibitionrsquo;s venues, accounting for 13.78% of the country. However, the majority was small and medium sized venues, accounting for about 71% of all venues, its exhibitionrsquo;s area o

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