| Holding an exhibition successfully depends largely on the participation of exhibitors and professionalvisitors, and the positive interaction between them, while exhibitors’ participating satisfaction dependslargely on the degree of how much the needs of professional visitors are met.In view of the current situation, this study attempts to take an exploratory research on thecountermeasures for the development of the convention and exhibition industry in Zhengzhou City underthe perspective of the professional visitors’ demands as follows: Made SWOT analysis on the conventionand exhibition industry in Zhengzhou City. The thesis identified the strengths of the convention andexhibition industry in Zhengzhou City, such as regional traffic advantages; the existing weaknesses, such asthe shortage of independent brand exhibitions; the opportunities, such as the strong thrust provided by theconstruction of the Central Plains Economic Zone; the facing threats, such as the intense competitionamong the surrounding cities. Preliminarily illustrated the strategic portfolio models for the development ofthe convention and exhibition industry in Zhengzhou City, namely strength opportunity strategy (SO),weakness opportunity strategy (settlement), strength threat (ST) and weakness threat strategy (WT).Using the SPSS software, this study made a data analysis on the first-hand empirical data which wasobtained through on-the-spot investigation. The professional visitors were analyzed respectively from thegender, age, geographical, exhibition identity, education levels and average monthly income, etc. Theresults showed that the proportion of men was significantly more than women, and women were morelikely to visit the exhibitions with organizational identity;25to35years old professional visitors accountedfor absolute proportion; provincial professional visitors were significantly more than the visitors outside theprovince and the professional visitors from other provinces were more likely to visit the exhibitions withorganizational identity; the vast majority of professional visitors belonged to the junior college orundergraduate level; the professional visitors’ income centered on3001-5000Yuan and5001-8000Yuan.The results of population statistics analysis on the professional visitors in the name of the organizationshowed that: the professional visitors as the middle managers from medium privately operated enterprisesaccounted for a significantly larger proportion. The results of cross analysis on the professional visitors’ satisfaction degree showed that: top managers from the small and medium-sized private and foreign capitalenterprises and the professional visitors with high average monthly income were difficult to gain a highdegree of satisfaction.Through comprehensive research and analysis, this study put forward the following suggestion for thegovernment of Zhengzhou City: accelerate the construction of laws, regulations and standards system;optimize the industrial structure, promote the intensive development of the local convention and exhibitionindustry; guide the transformation and innovation of the existing exhibitions, cultivate independent brandsexhibitions; attach great importance to the research on the exhibition theories, strengthen the follow-uptraining and the construction of the professional teams; build better soft environment for the localconvention and exhibition industry. Suggestion for the convention and exhibition industry in ZhengzhouCity: plan the industry association; set up exhibition groups; deep excavate the regional industrialadvantages, fill the exhibition blanks of the regional; actively implement the employees retraining, andimprove the specialty of the exhibition practitioners; expand domestic and overseas cooperation andexchange; actively broaden the marketing channels, raise the proportion of middle and senior managers inprofessional visitors. Suggestion for exhibition venues: constantly improve facilities; meet the morehumanized demands while visiting exhibitions; constantly improve the service quality; constantly updatemanagement philosophy, grope for improved management modes. |
