21st Century Exhibition and Convention Series Textbooks -- Introduction to Exhibition and Convention

Author: Gong Ping, Zhao Wei, et al.
Publisher:
Publishing Date: 2005-09-01
Features:
· Suitable for teaching materials in exhibition and convention courses for practical-oriented undergraduate programs, vocational and technical colleges, and adult higher education institutions. It is also applicable for teaching exhibition and convention subjects in management, economics, and related disciplines, as well as for reference by industry professionals.
· Jointly developed by more than ten institutions, including Fudan University, East China Normal University, Shanghai Normal University, Shanghai University of Technology, Shanghai University of Engineering Science, and Suzhou University of Science and Technology, along with influential enterprises, leveraging their strengths in both theory and practice.
· The content reflects broad occupational adaptability, applicability, and operability. Theoretical selections and explanations are grounded in practical contexts. Numerous real-world case studies are provided based on theories, emphasizing the book's practicality and applicability, making it a hands-on guide for immediate industry entry.
· Completely redesigned format and layout, integrating main text, instructor guidance, case studies, and exercises for unified teaching support. With the successful bid of Beijing for the 2008 Olympics and Shanghai for the 2010 World Expo, China's exhibition industry has entered a rapid growth phase, expanding at a rate of 20% annually. The industry's accelerated development, along with increasing trends toward internationalization, scaling, and specialization, has placed ever-higher demands on both the quantity and quality of exhibition professionals. To meet the industry's need for high-caliber talent, many universities have introduced exhibition-related majors. This book was developed in response to this trend.
The book is divided into nine chapters:
Chapter 1 introduces the connotation, characteristics, essence, types of exhibitions, and their role in macroeconomics;
Chapter 2 explores the historical origins, development, and future trends of exhibitions;
Chapter 3 covers the knowledge of organizing exhibitions;
Chapter 4 explains how to organize conferences;
Chapter 5 provides insights into domestic exhibition participation;
Chapter 6 discusses overseas exhibition participation;
Chapter 7 introduces the knowledge of visitor attendance at exhibitions;
Chapter 8 covers the management, organization, and policies of exhibitions both domestically and internationally;
The final chapter briefly introduces some renowned exhibitions in China and around the world.
The writing style of this book features:
1. Concise language to reduce printing costs and enhance cost-effectiveness;
2. Most chapters are organized in chronological order, ensuring strong logical flow;
3. Each chapter begins with learning objectives and key concepts for readers, followed by chapter highlights, summaries, cutting-edge issues, case analyses, exercises, and selected answers. Finally, practical training questions are provided, facilitating both self-study and teaching.
This book is suitable as a teaching material for exhibition and related majors in universities and as a reference for industry professionals.