第1章  展览会及全球展览业发展

  Chapter 1Exhibition and the development of global exhibition industry

  第一节  认识展览会的功能

  Identifying the functions of exhibitions

  第二节  展览业发展的趋势

  Future trends of exhibition industry

  第三节  企业参展的变化趋势及其对展览业的影响

  Evolving exhibitor trends and the impacts on exhibition organizers

第2章  成功参展的基础

  Chapter 2The basis of successful participation in exhibitions

  第一节  企业整合营销战略与参展

  Enterprises’ integrated marketing strategy and participation in exhibitions

  第二节  参展与其他营销活动

  Exhibiting and other types of marketing events

  第三节  参展成功和失败的主要原因

  Main causes of success and failure during exhibiting

第3章  参展工作流程：从目标出发

  Chapter 3The process of participation in exhibitions：Starting from the objectives第一节  参展的一般流程

  The basic process of participation in exhibitions

  第二节  展前准备

  The preparation for participation in exhibitions

  第三节  现场管理

  Onsite management during exhibiting

  第四节  展后工作

  Postshow work

第4章  展前客户邀请与宣传

  Chapter 4Preshow clients invitation and publicity

  第一节  客户的界定

  Defining the clients during exhibiting

  第二节  确定参展目标

  Setting the objectives of exhibiting

  第三节  常用的观众邀请方式

  Commonly used ways of clients invitation

  第四节  展前宣传活动

  Preshow publicity plan

第5章  展台设计与搭建

  Chapter 5Booth design and layout

  第一节  展台基础知识

  Basic knowledge about booth

  第二节  展台设计与搭建的工作流程

  The work flow of booth design and setting up

  第三节  展台设计与搭建的相关规则

  The regulations of booth design and setting up  

第6章  展品的选择与物流

  Chapter 6The choice and logistics of exhibits

  第一节  展品的选择与包装

  The choice and packaging of exhibits

  第二节  展品运输

  Exhibits Shipment

  第三节  展品进出馆安排

  The exhibits’ moving in and out management

第7章  参展人员的遴选与培训

  Chapter 7The selection and training of exhibiting staffs

  第一节  参展人员的分类与职责

  Categories and duty of exhibiting staffs

  第二节  确定参展人员

  Selection of exhibiting staffs

  第三节  参展人员培训的形式

  Common forms of exhibiting staffs training

  第四节  参展人员培训的主要内容

  Main content of exhibiting staffs training  

第8章  吸引和接待观众

  Chapter 8How to attract and receive attendees on site?

  第一节  现场观众接待的主要内容

  The main content of onsite attendees reception

  第二节  吸引观众的常用方法

  The commonly used methods to attract attendees

  第三节  如何与观众有效沟通

  Effective communication with the attendees

  第四节  潜在客户评估

  Evaluation on potential customers

第9章  市场情报管理

  Chapter 9Market intelligence management

  第一节  观察竞争对手

  Observe the competitors on site

  第二节  参加专业会议

  Participation in professional conferences

  第三节  参与客户交流活动

  To participate in the activities of communication with customers

  第四节  知识产权保护

  Protection of intellectual property

第10章  现场活动管理

  Chapter 10Onsite Management

  第一节  产品演示

  Product demonstration

  第二节  新闻发布会

  Press conference

  第三节  产品发布会

  New products launching

  第四节  文娱表演

  Floor show and performances

  第五节  招待会

  Reception

第11章  参展后勤管理

  Chapter 11Logistics management during exhibiting

  第一节  参展人员的差旅服务

  Travel services for exhibiting staffs

  第二节  文印和财务管理

  Printing and financial management

  第三节  现场设备、展具租赁

  Onsite devices and appliances leasing

  第四节  开展后的后勤服务

  Onsite logistics management

第12章  展后客户分析与跟进

  Chapter 12Customers analysis and followup atfer the exhibition

  第一节  展后客户资料的整理与分析

  Customer data collection and analysis

  第二节  常用的客户跟进方式与技术创新

  Commonly used ways of customers followup and technical innovation

  第三节  顾客跟进的阶段与策略

  Stages and strategy of customer followup

  307

第13章  参展效果评估

  Chapter 13The exhibiting effects assessment

  第一节  参展表现评价

  Evaluation on the performance of participation in exhibition

  第二节  成本收益分析

  Costbenefit analysis

  第三节  企业参展效果的优化

  How to improve ROI of exhibiting

  第四节  撰写参展工作报告

  Writing work report after the exhibition

  第五节  新的开始

  New start

  本课程推荐阅读

  Reading Recommendation

参考文献

References