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1、Improving visitors quality of BIEC by using new medias摘要北京国际展览中心成立于1985年，是隶属于中国国际贸易促进委员会北京市分会、中国国际商会北京商会的专业办展机构,北京国际展览中心自1978年以来，至今已成功举办了180余个国际来华展览会,积累了举办国际展览会的丰富经验，拥有了一批具有较高素质的业务人员。北京国际展览中心愿为中外各个专业技术领域的交流、合作与开发提供高质量的展览服务,我在北京国际展览中心担任项目经理职务。在2009年的展商满意度调查中，我们发现相比2008年观众满意度来讲，下降到了78%，这比2008年底了5%。这种情
2、况给作为项目经理的我和团队敲响了警钟。经过分析我们发现我们在项目过程中有以下的问题，1 欠缺调查展商及观众真正的需求 2 欠缺利用多角度宣传的力度3 投入广告的费用少4 缺少专业和独立的观众服务部门。如果我们通过多种新媒体的宣传，必然能吸引更多高质量的参观者，从而提高展会质量，吸引更多的参展商。经过2009我们专门成立客户服务部门，主要职责为深度发掘展商和观众需求，最终扩大展会的实效性，在此期间本部门做了相关工作，包括：所以我们决定使用分类已有客户数据库，精准营销已有客户数据，利用多种媒体资源进行宣传，增加客户服务部门专业程度，加大与国外媒体联系，最终达到了最初项目设计的预期效果。通过项目的实
3、施我们达到了预期的目标，参展商数量和参展商对参观者的满意程度都达到了预期的目标。这次项目的实施使北京国际展览中心的核心项目在展商数量和满意度方面都得到了很大程度的提成，增加了展商对展会的忠诚度。这更让我们清楚地意识到，深入发现展商和观众参展需求，充分做好展前服务工作的价值在展览行业的重要性。关键词：展览中心 展商与观众满意率 项目调整 AbstractBIEC has also arranged for many import and export corporations and industrial & commercial enterprises, most of which are f
4、rom Beijing, to hold exhibitions abroad and to participate in more than 50 international exhibitions and fairs in thirty countries and regions of the world BIEC has made great contributions to the mutual understanding between Beijing and other countries and to the development of Chinas foreign trade
5、. During the exhibitors satisfaction investigation in the year of 2009, the number goes down to 78% compared with 2008 which if 5% lower than 2008.plus there are 15 famous exhibitors absent from the show. This rises my alarm for this show project. According to the research we found following shortco
6、ming of the show:1 short of the understanding for the real needs from both exhibitors and visitors 2 short of advertisements from more aspects 3 less output for advertisements 4 no professional departments for visitors and exhibitors.we set up customers department, the main responsibility is to look
7、 for the real needs for exhibitors and visitors, their work are: sorting out existed customers database, precise marketing existed customers, utilizing more medias, increasing service, expand the contact with abroad medias, finally we achieved our expectations.This project make us fully understand t
8、he value of finding the real needs of exhibitors and visitors.Key words: BIEC Exhibitor, Visitor, New mediaTable of ContentsPages1. Project Introduction 1-82. Project Problem Identification and Analysis8 2.1 Project problem82.2resources Analysis8 2.3Needs Analysis of exhibitors9 2.4 SWOT Profile103.
9、 Project Objective and Hypothesis10 3.1 Project objective10 3.2 Project hypothesis104. Project Rationale114.1.1 visitors quality can keep our exhibitors number stable114.1.2 questionnaire is important124.1.3 using show website is only one side124.1.4 our approached125. Project Design 12-14 5.1 Activ
10、ities with time-scale12-14 5.2 People involved and responsibilities155.3 Costing165.4 Risks analysis17 5.5 Management and control176. Project Implementation18 6.1 General introduction of time, place of projectimplementation18 6.2 The working steps of implementation18 6.3 Monitoring18 6.3 Evaluating
11、187. Results and Discussion18 7.1 Changes in the number of new customer recruits and sales ranking18 7.2 Exhibitors feedback 197.3Customers Buying Motives207.4 loyal customers207.5Discussion217.5.1 Research Summary217.5.2 Directions for Further Research218. Conclusion22Bibliography23Appendix I. 24Im
12、proving visitors quality of BIEC by investigation and using new medias1. Introduction BIEC has also arranged for many import and export corporations and industrial & commercial enterprises, most of which are from Beijing, to hold exhibitions abroad and to participate in more than 50 international ex
13、hibitions and fairs in thirty countries and regions of the world BIEC has made great contributions to the mutual understanding between Beijing and other countries and to the development of Chinas foreign trade. During the exhibitors satisfaction investigation in the year of 2009, the number goes dow
14、n to 78% compared with 2008 which if 5% lower than 2008.plus there are 15 famous exhibitors absent from the show. This rises my alarm for this show project. I had to take measures to ensure the quality of the show, otherwise it would be faced with shrinking numbers of exhibitors. So we did the inves
15、tigation through the questonai,we found fewer exhibitors can meet their new customers and they can not fulfill their target through the exhibition. J. Davidson Frame says in his book The New Project Management that customer satisfaction is key element of any business. According to the questinmair we
16、 found following shortcoming of the show:1 short of the understanding for the real needs from both exhibitors and visitors 2 short of advertisements from more aspects 3 less output for advertisements4 no professional departments for visitors and exhibitors.we set up customers department, the main re
17、sponsibility is to look for the real needs for exhibitors and visitors, their work are: sorting out existed customers database, precise marketing existed customers, utilizing more medias, increasing service, expand the contact with abroad medias To carry out the project I read several books for stud
18、ying how to analyze the problem. I did find out many specific methods for analysis including interviews, face-to-face discussion, focus groups, brainstorming and SWOT analysis whose theoretical bases could be found in Practical Business Project and Proposal Design (Hilton, 2003). My project design w
19、as based on the needs and wants analysis and the current situation of our companythe financial resource, human resource, and physical resource. This project was scheduled to be implemented between May 2009 to March 2010. The projects goal is to let both visitors and exhibitors be faithful for the sh
20、ow. This paper used a series of monitoring and evaluating tools to ensure the scheduled activities were fully carried out, which included Project Schedule, Project Progress Checklist and so on. It was expected that with the mentioned special tools for the project, careful arrangement, and hard worki
21、ng of all involved persons this project would take place progressively and the objective would be achieved which meant the design quality should be boosted.2. Problem Identification and Analysis2.1 Project problemBiec faces the problem in two aspects:1 big exhibitors are not that much than before2 e
22、xhibitors are not satisfied with the quality of the visitors quality. 2.2resources Analysisl Physical resourcesBiec was founded in 1990 and is one of the oldest exhibition center in Beijing, it has the good reputation in the exhibition organizer field and has good relationship with Beijing governmen
23、t. The center provides high quality exhibitions for many kinds goods manufacturers. l Human resourcesThe center has 20 staff, 15 of them are fixed staff with rich exhibition experience for more than 15 years, and 5 new comers who majored in exhibition and work for center 3-5 years. Center also hire
24、part time students to come to work for doing some simple but time-wasted work in order to saving more time for experienced staff to do more valued work.l Financial resourcesThe center held more than 10 exhibitions for each year and one of the most prominent show has more than 1000 exhibitors and has
25、 more than 70000 square meters exhibition hall. The gross revenue is 40 million RMB on average for each year. Profit for each year is more than 10 million.But center only used 1-2 percent of the profit to advertise which should be improved to 5-7 percent of the profit.l PEST analysisAny organization
26、 is an open system interacting with its external environment as it takes in inputs and distributes outputs. As a result, the external factors have a crucial role to play in the operation of BIEC. The most important external factors include political factors, economic factors, social factors and tech
27、nological factors. Chinese government encourages companies to attend the show by writing off half of their booth rental in order to stimulate economy developing in more cities, especially Guangdong, and Shanghai.And exhibition is one of the oldest advertising approach, so most exhibitors still trust
28、 show can bring them benefit no matter big or small. Analyses from the perspective of technology, BIEC has mad lots of progress. There are so many modern technology being used in the show, like big advertising screen in the hall booth location system and visitor information collector. Which make sho
29、w can be more effective and efficient.2.3Needs Analysis of exhibitorsEach year after the biggest show ended, we will make satisfaction investigation form for our exhibitors, for the first type, we handed out the form to the marketing managers of the exhibitors on the spot of the show, our aim is to
30、get to know the feedback of the exhibitors for the show at the first time. from the form we know 80 percent exhibitors still want to attend the show, 60 percent are satisfied about our service, 30 percent exhibitors can meet their expected new potential buyers. 50 percent of the exhibitors are not s
31、atisfied with the visitors quality. We let our data department deal with these forms and pick out questions. At last we will make a plan for these questions, assign these questions to different departments. Each department will finish the job on time. Through the form we can know number of the new v
32、isitors they received, weather they want to attend the show next year and their complaints about the show. According to the investigation form we get upper percentage.2.4SWOT ProfileStrengthsWeaknesses Good reputation Good background with government Rich experienced staff Good salary for staff Large
33、 number of loyal customers More competition due to more exhibition centers Old-style service Money wasted advertising method Limited budget for advertisingOpportunitiesThreats Increasing demand for brand exhibition New medias attend the exhibition field More new companies founded needs advertisement
34、s We have more new comers having no experience for exhibition New comers have no loyalty to exhibition field, they just come to try this field HR does not accumulate more elites for absent“After analyzing the environment, managers need to assess what they have learned in terms of opportunities that
35、the organization can exploit, and threats that it must counteract or buffer against.” (Stephen P. Robbins 212). Biec has good reputation in the field, so it is convenient for us to cooperate with other institutes and companies.Rich experienced staff can guide new staff when new comers attend Biec te
36、am, and good salary will help Biec keep more talented staff since we can keep their essential life needs.Since we have held shows for more than 20 years, so we have more loyal exhibitors which can form a good recycle. Our exhibitors will recommend more customers to attend our show if our exhibitors
37、feel our show is useful.3. Project Objective and Hypothesis3.1 Project Objective The problem I am facing is that customers can not get good result from the show because of the new medias bring more impact and few advertising style for inviting quality visitors. the goal of my project is to chose mos
38、t effective way to attract more quality visitors for the show, so that exhibitors can get more value from the show.3.2Project HypothesisWe can attend more meetings of relative fields, like our users field, real estate for example, and let them know our show, so that they may arrange staff to visit o
39、ur show, we can also do more advertisements on the magazines of real estate filed. After carrying out all these approached, we can definitely meet our exhibitors needs in terms of visitors quality. 4. Project Rationale4.1.1 visitors quality can keep our exhibitors number stablewhy should we improve
40、the satisfaction of the exhibitors? From our database we can see, for the biggest show in BIEC, each year we remain 1000 exhibitors, but around 20 percent exhibitors are new comers. This is to say, each year we lose 20 percent exhibitors, by getting feedback from them we know the answer, most of the
41、m quit coming because of slight effect they get from the show.4.1.2 questionnaire is importantWe also did a questionnaire, The reasons why I use a questionnaire are stated as follows: Richard and Lockhart (1994:10) state that questionnaires are useful ways of collecting information about affective d
42、imensions such as attitudes, motivation and preference. Moreover, Weir and Roberts (1994:60) illustrate that questionnaires are easy to get a quantitative data. It can involve a great many people to give reaction to a limited set of questions, which is easier to get a generalization of them. Through
43、 questionnaire we get the digits, among 1000 exhibitors, 50% of them think them can finish their target, but they still want to wait and see by giving this show a chance for next year good result. But 20% of them are totally disappointed for the show since show can give them nothing but wasting of t
44、ime. For Messe Dsseldorf Ltd, One of the famous show organizers in the world from Germany. As we all know Germany is a country good at holding shows. Each year there are many kinds of shows held in Germany. Exhibitors form all over the world, the reason why exhibitors spend so much money on the road
45、 to Germany to attend the show is the show their can bring real benefit for exhibitors. By browsing the website of Messe Dsseldorf China Ltd, we found that they serve for their visitors all year long, before the show visitors browse exhibitors product picture on net, visitors(once registered on net)
46、 can also get invitation near the date show begins, system will send you email and short message before the show. By doing this, it will no suspect, that good quality visitors will come to the show. It is like a circle, visitors come, exhibitors are satisfied, show becomes bigger.4.1.3 using show we
47、bsite is only one side Using website is only one aspect for attracting visitors. For a good show, how to advertise is so important in a year long before the show begins, using show website is only one side, the more important is how to affect the people who do not know the show but have the needs fr
48、om the show. This is the real responsibility for show organizers.施谊，展览管理实务2008年02月/化学工业出版社states that show organizers aim is to help exhibitors get their potential customers, by the way of advertising. More quality visitors will truly meet the needs of exhibitors.4.1.4 our approached In our current situation, we are going to attract more visitors and send invitation to our potential visitors, and used database to manger the dates that
