The 11th West Expo is based on the branding development of Hangzhou's exhibition industry, focusing on *** build *** enjoy Hangzhou's quality of life, and increasing the brand planning and packaging of exhibition activities, brand support and cultivation, brand marketing and promotion, brand maintenance and management efforts, to grasp the branding of the exhibition to create a quality of life series of exhibitions and exhibitions, Hangzhou's convention and exhibition brand to do a better job of displaying the "quality of life of the city" style. The exhibition brand of Hangzhou will be enlarged and strengthened so as to show the elegance of "City of Quality of Life". In the way of quality of life theme linking, integrating and packaging existing and newly introduced conference and exhibition festivals, forming quality of life series of conference and exhibition such as leisure life, beautiful life, comfortable life, digital life, entrepreneurial life, cultural life, healthy life, artistic life, learning life, etc., so that the related conferences, exhibitions and festivals echo the city brand of "city of quality of life" from different dimensions and in different fields. Forming a theme throughout, multi-dimensional echo of the systematic project, to create publicity, display, promote the city brand and promote the city brand and industry brand, enterprise brand interaction is an important platform.
I. Brand planning and packaging. Through the development of convention and exhibition activities, the introduction and integration of projects and specific measures for the planning and packaging of convention and exhibition activities, the implementation of the "quality of life" series of convention and exhibition activities. At the same time, it designs and introduces a number of convention and exhibition activities that are in line with the purpose of "City of Quality of Life", and enriches the existing series of convention and exhibition activities.
1. Planning and packaging of projects to form a series.
(1) leisure and life projects
With the connotation of leisure and life, the West Expo International Tourism Festival, the World Auto Drift Series Hangzhou Stage, China Yuhang Chaoshan Plum Blossom Festival, Thousand Island Lake Water Festival, Wushan Happy Purchase, the International Forum on Leisure Development, the Hangzhou China Leisure Industry Expo, the Royal Ballet of Monaco, the Asia-Pacific Modern Dance Latin Dance Open Championships, China (Hangzhou) Outdoor Furniture and Leisure Goods Exhibition, and the China (Hangzhou) Outdoor Furniture and Leisure Goods Exhibition. Hangzhou) Outdoor Furniture and Leisure Products Exhibition and other exhibition and activity programs linked together to form a series.
(2) beautiful life projects
With the connotation of beautiful life, the Hangzhou West Lake International Fireworks Conference, West Lake Love Dahongying Rose Wedding Ceremony, "Paradise Silk" Hangzhou (International) Silk Fashion Week, the China International Silk Expo and China International Women's Exhibition, "Wulin Clothes Show" Women's Fashion Week, Wedding Expo and other convention and exhibition activities in tandem, forming a series.
(3) comfortable life projects
To comfortable life as the connotation of China (Hangzhou) Best Habitat Exhibition, China Hangzhou International Automobile Industry Expo, China Zhejiang Home Building Materials Expo, China (Hangzhou) International Home and Scientific Sleep Forum, large-scale exhibitions of famous Hangzhou products, China (Zhejiang) International Furniture Expo, Zhejiang Real Estate Expo, Hangzhou Livable Life Festival, Hangzhou quality of life exhibition and other exhibition activities in series, the formation of a series, playing the "Harmony Habitat - quality of life" brand.
(4) digital life projects
With the connotation of digital life, the China Hangzhou International Electronic Information Industry Expo, the Global Online Business Conference, Hangzhou e-Sports Festival, the International Transmission and Coverage Symposium, the China (Hangzhou) International Computer Festival and other convention and exhibition activities are linked together to form a series.
(5) Entrepreneurial life projects
With the connotation of entrepreneurial life, the China-Arab Cooperation Forum, Aetna Insurance Conference, Hong Kong Prudential Insurance Conference, Zheshang Forum, APEC Small and Medium-sized Enterprises Summit, China's top 500 enterprises conference, 1,000 Hangzhou merchants conference, China (Hangzhou) Shop Exhibition, Hangzhou Financial Management Expo, Financial Services Outsourcing Symposium, Xihu International Small and Medium-sized Enterprises Seminar, Hangzhou Investment and Cooperation Week, Hangzhou Talent Exchange Conference, Circular Economy Industry Expo, and other convention and exhibition activity projects are linked together to form a series.
(6) cultural life projects
With the connotation of cultural life, the Southern Song Culture Week, Hangzhou Longmen Ancient Town Folk Customs Festival, Hangzhou International Wedding Culture Festival, China's old Chinese fine arts exposition, Hangzhou Xixi Culture Festival, China Folk Artist Festival, South Korean Culture Week, Philippine Culture Week, the Asian Oceania Folk Art Festival and other convention and exhibition activities are linked to form a series.
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(7) Healthy life projects
With the connotation of healthy life, the international natural medicine and traditional medicine pharmacology academic conference, Fuchun River Sports Festival, China (Hangzhou) International Maternal, Infant and Child Industry Expo, Canal Fashion and Fitness Festival, Cross Qiantang River Swimming Competition, Qiantang International Surfing Invitational Competition and other exhibition activities are linked together to form a series.
(8) Art and Life Projects
With the connotation of cultural and creative life, the West Lake Art Expo, Hangzhou West Lake Modern Music Festival, Poster Biennale, China (International) Art and Design Symposium, China International Sculpture Almanac, China (Hangzhou) Art and Creative Industry Expo, Painting West Lake International Art Forum, China Arts and Crafts Excellence Expo, etc. are linked up to form a series to create a series of activities. Tied together, forming a series, to create a good atmosphere of cultural creativity and art life in Hangzhou.
(9) Learning and living projects
With the connotation of learning and living, the International Argo Science Group Conference, China Hangzhou International Education Innovation Conference, Famous Teachers and Principals Forum, Twenty-first Century Learning International Forum and other convention and exhibition projects are linked together to form a series.
2. Organize the first Hangzhou Quality of Life Exhibition. To "show life, improve quality" as the theme, during the 2009 Hangzhou quality of life exhibition and evaluation will be a series of activities, relying on five consecutive years of quality of life review, quality of life visual photography contest and other activities, held the first quality of life exhibition, through interactive, experiential exhibition form, focusing on displaying the quality of life in Hangzhou construction results, the formation of a display of the connotation of quality of life in Hangzhou, the dissemination of the concept of the quality of life platform. The first quality of life exhibition was held.
3, connecting the World Expo and the integration of the second Hugh Expo. In order to further implement the spirit of Hangzhou modern service industry development conference, and fast and well to achieve the overall goal of the development of the city's modern service industry, Hangzhou West Expo Office seriously formulated the "2009-2010 Hangzhou participation in the Shanghai World Expo work plan", through the display of Hangzhou case, held a theme forum, do a good job of the online West Expo, the promotion of enterprises to participate in the conference, the launch of the experience tour and deepen the linkage of publicity in the six hand. The modern service industry of Hangzhou has been seriously combined with the organic work of Shanghai World Expo.
Actively in accordance with the requirements of the "combined with the Hugh Expo", to strengthen the contact and cooperation with the World Leisure Organization and other organizations, to participate in the organization's new Council, the World Leisure Organization to play the role of the city's leisure industry to promote the development of the city's leisure industry and preparations for the process of Hugh Expo, to enhance the second Hugh Expo's degree of internationalization, and to play the "Oriental Leisure Capital" and "quality of life of the city" of the city brand.
Second, the brand support and cultivation. In the face of the severe economic situation at home and abroad in 2009, closely around the municipal party committee and municipal government "growth, expanding domestic demand, adjusting the structure, increasing vitality, and livelihood" focus on project planning and organization to seek expansion in the brand building breakthroughs. Optimize the soft and hard environment to create an international conference destination. Integrate festival resources to create China's festival capital. Insist on reform and innovation, introduce brand projects, highlight key projects, create tourism products, optimize the consumer environment and expand consumer demand. Improve the evaluation methods of conventions and exhibitions, support and reward excellent convention and exhibition projects with great influence, good benefits and year after year, and incentivize projects to create brands. Focus on key projects to publicize and promote, expand its brand awareness and influence.
1, the development of "Hangzhou conference and exhibition industry to cope with the financial crisis and sustainable and healthy development of a number of policies and measures. In order to ensure the sustained, healthy and rapid development of Hangzhou conference and exhibition industry, so that the conference and exhibition festival industry in Hangzhou has really become a platform for expanding domestic demand, increasing vitality, and ensuring growth, it is specially formulated to introduce the measures to cope with the financial crisis and accelerate the development of the conference and exhibition industry in Hangzhou.
2, vigorously introduce the exhibition brand project. The 11th West Expo will introduce no less than 5 international exhibition activities and no less than 20 new projects in West Expo. So far, the current session of the West Expo project for 117, the scale has been the largest ever, greatly enriching the West Expo exciting content.
3, the development of exhibition brand project assessment method. This year, we will innovate the evaluation methods for conferences, exhibitions and festivals, focusing on the information release and publicity of the conference and exhibition projects, the reception level, transportation conditions, venue arrangement, process arrangement, topic selection, professionalism and academics of the conference and exhibition, internationalization, goal achievement, etc., in order to do a full range of understanding of the conference and exhibition projects of the West China Expo and thus create an "international conference destination" and "festival capital of China" for Hangzhou. The "Festival Capital of China" will have a positive and far-reaching impact on Hangzhou.
4, increase the support for key projects.
After the end of the West Expo, according to the "China Hangzhou West Lake Expo Project Assessment Implementation Measures (Interim)", the West Expo by the West Expo project and according to the program to implement all the finished, submit the project summary and archived information on the West Expo project for evaluation and commendation.
Third, the marketing and promotion of the brand. Municipal West Expo Office to build the West Expo brand as the goal, make full use of social resources, vigorously innovate the content of publicity, carriers and forms, and strengthen the linkage with the external publicity activities of various departments, integration of resources to form a synergy, sing the West Expo brand. Seize the opportunity of the 60th anniversary of the founding of the country, looking for entry points, the 60th birthday of New China and the 80th anniversary of the West Expo brand, West Expo resumed holding the 10th and other creative combination of West Expo activities, the project for the overall packaging and promotion of the West Expo.
1, the compilation and printing of publicity materials. The wonderful projects of the 10th Xibo and the development of Hangzhou conference and exhibition industry were edited into the "Colorful Xibo" with both Chinese and English texts and rich pictures, which became a sister book with the "10th full file of Xibo". At the same time, a large number of publicity brochures in English and Chinese were printed.
2, the construction of Hangzhou Convention and Exhibition website. The establishment of the network company, to further play the West Expo, Hugh Expo website publicity window function, the current West Expo to continue to strengthen the quality of life of each project series of publicity display.
3, the construction of Hangzhou exhibition brand display window. Continue to play the museum of the West Expo exhibition education, publicity, display function, the construction of the West Expo brand image display window.
4, conference and exhibition brand information comprehensive release. City West Expo Office in a timely manner on the exhibition brand important information for editing and publishing, to help people as soon as possible to understand the exhibition brand information.
4. Maintenance and management of the brand. Municipal West Expo Office will work with relevant departments to actively improve the environment for holding convention and exhibition activities, strengthen the service consciousness for project units, and take the initiative to provide personalized and high-quality public **** service and management for brand projects. Hire a trademark registration consultant to guide the convention and exhibition projects to register their trademarks, strengthen the management and protection of registered trademarks, and copyright protection of graphics and text of relevant trademarks. Play the role of industry associations, formulate industry planning, carry out industry self-discipline activities, maintain a fair competition market environment, and protect convention and exhibition brands.
1. Hire trademark registration consultants to popularize trademark law.
Trademark registration is a trademark legal program. Hangzhou Xibo Office for more than 100 exhibition and festival projects throughout the year, and actively engage trademark registration consultants, popularize the knowledge of trademark law, and provide legal consulting services for the high-quality exhibition and festival projects of the West Expo.
2. Provide trademark registration guidance and consulting services for project brands. The Hangzhou Xibo Office issued notices through Xibo.com and other channels to provide timely services and guidance to project units with trademark registration needs, which effectively protects the trademark rights and exclusive trademark rights of the West Expo and the Hugh Expo.
3. Actively play the role of conference and exhibition association. The Municipal Convention and Exhibition Association will actively promote the construction of the convention and exhibition industry and support the winterization of convention and exhibition enterprises; integrate the resources of all parties and expand the exchange and cooperation; carry out the activities of West Lake Convention and Exhibition Salon and actively cultivate international convention and exhibition talents