The content structure of the exhibition project plan
1, the analysis of the exhibition market environment: including the analysis of the industry and market of the exhibition subject matter, the analysis of the relevant national laws and policies, the analysis of related exhibitions, the analysis of the market where the exhibition is held, etc.
The exhibition project plan is a set of planning and strategy for organizing a new exhibition, which summarizes and concludes the above contents.
2. Propose the basic framework of the exhibition: including the name and location of the exhibition, the composition of the exhibition organization, the scope of exhibits, the time of the exhibition, the frequency of the exhibition, the scale of the exhibition and the positioning of the exhibition, etc.
3.
3, exhibition prices and preliminary budget program.
4, the exhibition staff division of labor plan.
5, exhibition recruitment plan
6, exhibition investment plan.
7, exhibition publicity and promotion plan.
8, exhibition preparation progress plan.
9, the exhibition service provider arrangement plan.
10, the exhibition opening and site management plan.
11, the exhibition held during the relevant activities plan.
12, the exhibition settlement plan.
The writing requirements of the exhibition project plan
1. The name of the exhibition
The name of the exhibition generally includes three aspects: the basic part, the qualifying part and the industry logo. Such as? The 93rd China Export Commodities Fair? , if the above three contents according to the right number, the basic part is? Fair? and the limited part is? China and? 93rd? and the industry logo is ? export commodities?
The following are some descriptions of these three elements:
Basic part: used to indicate the nature and characteristics of the exhibition, commonly used words are: exhibition, fair, exhibition, trade fair and? etc.
Limited part: used to explain the time and place of the exhibition and the nature of the exhibition.
There are three ways to indicate the time of the exhibition: one is to use? session? to express, the second is to use? year? to indicate that the third is to use? quarter? to express. Such as the third Dalian International Fashion Festival, Guangzhou Expo 2003, Frankfurt Spring Consumer Goods Fair, and so on. In these three ways of expression, the use of ? session? to indicate the most common, it emphasizes the continuity of the exhibition. Those exhibitions which are just organized generally use ? year? is used.
The place where the exhibition is held should also be reflected in the name of the exhibition, such as the third Dalian International Garment Festival in ? Dalian?
The main words that reflect the nature of the show in the name of the show are ? International?
Industry logo: used to indicate the subject matter of the exhibition and the scope of exhibits. Such as the third Dalian International Fashion Festival in the ? Garment? indicates that this exhibition is an exhibition of the garment industry. The industry logo is usually the name of an industry, or a product category in an industry.
2, the exhibition location
Planning to choose the exhibition location, including two aspects: one is the exhibition in what place, the second is the exhibition in which the exhibition hall.
Planning to choose where to hold the exhibition is to determine in which country, which province or which city the exhibition is held.
Planning to choose which pavilion to hold the exhibition is to choose the specific location of the exhibition. The specific choice of which pavilion to hold the exhibition, combined with the exhibition theme and exhibition positioning. In addition, when choosing a specific exhibition hall, it is necessary to consider the size of the cost of using the hall, whether the arrangement of the exhibition period meets one's requirements, and how the facilities and services of the hall itself are, and other factors.
3. Exhibition organizers
Exhibition organizers refer to the units responsible for organizing, planning, recruiting and soliciting for exhibitions. Exhibition organizers can be enterprises, industry associations, government departments and the news media.
According to the different roles of the units in organizing the exhibition, an exhibition organizers generally have the following kinds: organizers, contractors, co-organizers, support units.
Organizer: the organizer who owns the exhibition and bears the main legal responsibility for the exhibition. The organizer has the ownership of the exhibition in law.
Contractor: directly responsible for the planning, organization, operation and management of the exhibition, and bear the main financial responsibility for the exhibition of the exhibition organizers.
Co-organizer: assist the host or organizer to be responsible for the planning, organization, operation and management of the exhibition, and partially undertake the exhibition, investment and publicity and promotion work of the exhibition organizers.
Supporting unit: the organizer or contractor of the exhibition planning, organization, operation and management, or exhibition, investment and publicity and promotion of the work of the organizer or contractor of the exhibition to support the role of the exhibition organizers.
4, exhibition time
Exhibition time refers to when the exhibition is planned to be held. Exhibition time has three meanings: First, the specific date of the exhibition. Secondly, it refers to the date of the exhibition preparation and removal of the exhibition. Third, it refers to the date when the exhibition is open to the audience.
The length of the exhibition time does not have a unified standard, depending on the specific exhibition. The exhibition time of some exhibitions can be very long, such as ? World Expo? The exhibition period can be as long as several months or even half a year; however, for the majority of professional trade shows, the exhibition period is generally 3-5 days.
5. Scope of exhibits
The scope of exhibits of the exhibition should be determined according to the positioning of the exhibition, the strengths and weaknesses of the exhibition organizer and other factors.
According to the 'positioning' of the exhibition, the scope of exhibits can include one or several industries, or one or several product categories in an industry, for example, ? Expo? and? The exhibits of fairs and trade fairs are broad in scope. The scope of exhibits is very wide, such as? Canton Fair The range of exhibits is more than 100,000 kinds, almost everything; and Germany? Frankfurt International Automobile Exhibition? The scope of exhibits involved in the industry is very little, only the automobile industry.
6, the exhibition frequency
The exhibition frequency refers to the exhibition is held a few times a year or a few years to hold a show, or is not held regularly. From the actual situation of the exhibition industry, the exhibition held once a year is the most, accounting for about 80% of the total number of exhibitions, the exhibition held twice a year and once every two years is also quite a lot of exhibitions, and the exhibitions held irregularly are already less and less.
The determination of the frequency of holding exhibitions is subject to the constraints of the characteristics of the industry where the exhibition subject is located. As we know, the products of almost every industry have a life cycle, and the life cycle of the products has a significant impact on the exhibition frequency.
The input period and growth period of the product is the golden period for enterprises to participate in the drawer, and the exhibition frequency should firmly grasp these two periods.
7, exhibition scale
Exhibition scale includes three meanings: one is the exhibition area of the exhibition, the second is the number of exhibitors, and the third is the number of visitors to the exhibition. When planning to organize an exhibition, it is necessary to make predictions and planning for these three aspects.
When planning the scale of the exhibition, the characteristics of the industry should be fully considered. The size of the exhibition is also limited by the number and quality of visitors.
8, exhibition positioning
Commonly speaking, the exhibition positioning is to clearly tell exhibitors and visitors the exhibition? What is it? And what is it? What?
The positioning of the exhibition should be clear about the target exhibitors and visitors of the exhibition, the goal of organizing the exhibition, and the theme of the exhibition.
9, exhibition price and exhibition preliminary budget
Exhibition price is to set a suitable price for the exhibition booth rental. The price of a trade show booth often includes the price of an indoor exhibition space and the price of an outdoor exhibition space, and the price of an indoor exhibition space is further divided into the price of an empty space and the price of a standard floor space.
In setting the price of the exhibition, generally follow ? The principle of "favorable price" is generally followed in setting the price of the exhibition.
When planning to organize a trade show, it is important to set an appropriate price for the trade show based on the market situation, which is important to attract target exhibitors to participate in the trade show.
10, staff division of labor, recruitment and investment and publicity and promotion plan
Staff division of labor plan, recruitment plan, investment and publicity and promotion plan is the specific implementation of the exhibition plan, these four plans in the implementation of the specific will affect each other.
Staff division of labor plan is the work of the exhibition staff to make overall arrangements.
Recruitment plan is mainly for the recruitment of enterprises to participate in the exhibition and the formulation of various strategies, measures and methods.
Merchants plan is mainly for the recruitment of visitors to visit the exhibition to develop a variety of strategies, measures and methods.
The publicity and promotion plan is to establish the brand and image of the exhibition, and at the same time for the exhibition of the exhibition and investment services.
11, the exhibition progress plan, site management plan and related activities plan
The exhibition progress plan is the overall arrangement of the exhibition's exhibition, investment, publicity and promotion, and booths, etc. It is clear that in the process of organizing the exhibition, it is not necessary to make a plan for the exhibition, but it is necessary to make a plan for the exhibition. It is clear in the exhibition planning process, to what stage should be completed what work, until the exhibition is successfully held. The exhibition progress plan is well arranged, the exhibition preparation of the preparatory work can be carried out in an orderly manner.
On-site management plan is a variety of plans to effectively manage the exhibition site after the opening of the exhibition, which generally includes the exhibition opening plan, exhibition site management plan, audience registration plan and withdrawal plan. If the on-site management plan is well arranged, the exhibition site will be in order and the exhibition will be in good order.
Exhibition-related activities plan is to prepare for the exhibition held during the same period of a variety of related activities to make planning arrangements. The most common related activities held in the same period with the exhibition are technical exchanges, seminars and various performances, which are useful supplements to the exhibition.