Introduction to Exhibition and Convention

Author: Ma Yong
Publisher:
Publish Date: 2004-08-01
Features: This book was completed against this backdrop, combining the author's recent research achievements in exhibition and convention theory. It meticulously summarizes the practical experience of China's exhibition and convention industry, while integrating cutting-edge content from both domestic and international development, such as exhibition and convention e-commerce and business tourism. Drawing on theories and experiences from developed countries in the field, the book provides a detailed and in-depth elaboration on the overall development of the exhibition and convention industry, demonstrating strong systematicity and theoretical rigor. It offers significant guidance for practical exhibition and convention management. Therefore, this book serves not only to meet the needs of higher education in exhibition and convention studies but also as a reference for the broader industry professionals, as well as for government officials and theoretical researchers at various levels. Structurally, the book is divided into eleven chapters, covering topics such as an introduction to exhibitions and conventions, an overview of the development of exhibitions and conventions in China and abroad, market analysis and marketing management in exhibitions and conventions, the organizational structure and operational management of exhibition and convention enterprises, the design and operational management of exhibition venues, project management and brand building in exhibitions and conventions, human resource development and management in exhibitions and conventions, e-commerce management in exhibitions and conventions, customer relationship management in exhibitions and conventions, the construction and management of logistics systems in exhibitions and conventions, and the management of business tourism in exhibitions and conventions.