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1、美国活动产业体系、热点问题及发展趋势,美国活动产业的核心概念美国活动产业发展体系美国活动产业的热点问题启示与学习,我们要讨论的问题,What will we discuss in this speech?,Never old to learn and practice!,在美国学术界，基本上没有“会展业”（convention&exhibition industry）和“MICE Industry”之说，若从出现频率的角度，可以将其大致分为两派：一派倡导将相关行业分开，如展览业、会议业、体育业、旅游业等；另一派则倾向于事件产业（events industry）的提法，从而把会议、展览会、体育赛
2、事、旅游节庆等都包括在events内。这一点可以从美国的专业会展协会设立上窥见一斑。,美国业界对会展的界定,活动（Event）的概念,Event-An organized occasion such as a meeting,convention,exhibition,special event,gala dinner,etc.Accepted Practices Exchange(APEX)Glossary,Convention Industry Council(CIC),1、活动产业的核心概念Several core concepts of Events industry,与会展活动相关的
3、企业或机构,2、美国活动产业体系The development system of American Events industry,Special events:在赞助者或组织人的正常计划或活动之外的一种一次性或经常发生的活动。Getz,1997,常见的活动：会议，展览会，重大庆典，体育赛事，婚礼，企业活动等,?,（1）以会展业为例,美国的情况,活动主办者,活动承办者,供应商,活动参加者,活动配套服务机构,（2）以具体的活动为例,8、视听设备供应商9、娱乐供应商10、集会场所租赁商11、灯光照明供应商12、保安公司13、停车服务供应商14、其它,1、宣传品设计印刷商2、翻译公司3、会展设计与
4、装饰公司4、礼仪公司5、物流公司6、住宿与餐饮供应商7、广告代理商,GWU,Event Management CertificateCore CoursesEach two day course is worth 1.2 CEU Best Practices Event Coordination Event Marketing Risk ManagementElective Courses Meetings Green Meetings&Events,（3）以培训证书为例,国内的主要会展职业认证培训项目,3、美国活动产业的热点问题The hot topics of American Event
5、s industry,Exhibitions+Events=Designing the future美国E2 杂志，2006（5）1.IAEM proposes to add events into its mission;2.The lines that separate exhibitions and other buyer-seller events can be hard to distinguish today;3.Companies are now developing their own unique balance of shows and various types of e
6、vents to achieve specific objectives.,1,2,Globalization（International Events）,%of 2004 meetings and business travel outside home country:U.S.22%（from 11%in 2003）Canada 23%（from 11%in 2003）Europe 17%（from 18%in 2003）,Future Watch 2004,MPI,Increase in international meetings in 2005 over 2004?Corporati
7、ons 30%yesAssociations 25%yes,M&C Global Planner,May 2004,3,Risk Management for Events,ContractsInsuranceSafetySecurityBusiness ContinuityCrisis Management Plans,Significant Event Industry Problems,Event Solutions 2004 Black Book,4,Return on Investment（ROI）,ROO,Justifying the Value of EventsStep1:Or
8、ganization Mission StatementStep2:Event Goals and ObjectivesStep3:ROI Analysis-Event Goal（s）Achieved?,对我们有什么启发？,In USA,the relationship between exhibitions and events is growing rapidly today城市会展业会展公司参展商会展教育与培训,4、如何才能学好会展专业How to learn this major successfully?,?,Certificate v Certification,Certifica
9、teOffered by a college or universityX classes completedCertificationOffered by professional associationUsually achieved by taking a test and/or completing a project(no classes),Certified Meeting Professional(CMP)(Est.1985,9,000 current)Certified Special Event Professional(CSEP)(Est.1983,180 current)Certified in Exhibition Management(CEM)(Est.1975,198 current),Learn more,think more and pratice more!,
