市場國際會展產(chǎn)業(yè)及亞太市場

國際會展產(chǎn)業(yè)及亞太市場分析外貿(mào)協(xié)會呂文瑞大綱壹、會展服務(wù)業(yè)定義與特性貳、國際展覽現(xiàn)況與發(fā)展趨勢參、國際會議現(xiàn)況與發(fā)展趨勢肆、亞太地區(qū)會展市場分析伍、會展服務(wù)業(yè)的成功要素陸、臺灣如何因應(yīng)未來發(fā)展2壹、會展服務(wù)業(yè)定義與特性

一、會展服務(wù)業(yè)定義MICEMeeting一般會議Incentives獎(jiǎng)勵(lì)旅遊Conventions大型會議Exhibitions展覽3二、會展服務(wù)業(yè)特性三高高成長潛力高附加價(jià)值高創(chuàng)新效益三大產(chǎn)值大創(chuàng)造就業(yè)機(jī)會大產(chǎn)業(yè)關(guān)連性大4貳、國際展覽現(xiàn)況與發(fā)展趨勢

一、展覽的種類專業(yè)展與綜合展展出同一產(chǎn)業(yè)之原料、半成品、零件、成品、機(jī)器、設(shè)備技術(shù)等上、中、下游產(chǎn)業(yè)者謂之專業(yè)展，如包括許多產(chǎn)業(yè)，甚至不限產(chǎn)業(yè)者謂綜合展國際展外國參展廠商家數(shù)或面積超過20%，或外國觀眾超過4%謂國際展5二、展覽行銷：1.RankingonMarketingApproach11%10%2%1%33%27%9%7%TradeFairsMagazineArticlesWordofMouth(WOM)CataloguesSalesPromotionMagazineAdvertisementsSeminarsTestimoniesfromExperiencedUsersTradeFairs-------------------------------33%MagazineArticles----------------------27%WordofMouth(WOM)---------------11%Catalogues-------------------------------10%SalesPromotion--------------------------9%MagazineAdvertisements--------------7%Seminars-----------------------------------2%TestimoniesfromExperiencedUsers--1%6二、展覽行銷：

2.EvaluatetheEffectivenessonMarketingStrategy％CourtesyVisits-------------------85%TradeShowParticipation-------81%Advertisements-------------------66%DirectMails(DM)--------------62%PR----------------------------------58%Telemarketing------------------38%7三、企業(yè)參展之目的1.接單2.洽覓新客戶3.新產(chǎn)品介紹4.與客戶聯(lián)誼5.開拓通路6.促銷品牌7.搜集商情與商機(jī)8.推展公司知名度9.培養(yǎng)訓(xùn)練員工國際行銷能力8四、參觀者/買主之目的1.尋找供應(yīng)商2.尋找新產(chǎn)品3.了解市場的發(fā)展趨勢4.與客戶聯(lián)誼5.拜訪客戶6.採買9五、國際展覽現(xiàn)況國際展覽貢獻(xiàn)產(chǎn)值約美金7600億美/年。全球每年約有5,200國際展覽，58%展在歐洲、21%展在亞洲。全球展覽面積超過100,000㎡展覽館有43個(gè)，其中32個(gè)在歐洲，5個(gè)在亞洲。10六、全全球主主要國國際展展覽場場資料來來源：：AUMA(AssociationoftheGermanTradeFairIndustry)2006年1月1日統(tǒng)統(tǒng)計(jì)11七、國國際專專業(yè)展展覽趨趨勢專業(yè)化化：展展出的的產(chǎn)品品越來來越專專業(yè)兩極化化：大大者恆大，小小者走走專精精路線線國際化化：主主辦單單位亦亦將國國際化化密集化化：相相似之之展覽覽檔期期相互互連接接、集集中網(wǎng)路化化：利利用網(wǎng)網(wǎng)路提提升展展覽績績效12參、國國際會會議現(xiàn)現(xiàn)況與與發(fā)展展趨勢勢一一、2005年年全球球國際際會議議地區(qū)會議%World/International2,58849%Europe1,64531%Asia/Pacific3196%LatinAmerica1904%Asia1643%Scandinavia1162%Europe/NorthAmerica1042%Ibero-America641%Interamerican431%Africa291%n=5,262100%資料來來源：：ICCA(InternationalCongressandConventionAssociation)13二、2005年年國國際會會議洲洲別會會議數(shù)數(shù)量Region#Events%Europe3,08258%Asia95618%NorthAmerica56411%LatinAmerica3937%Australia1924%Africa1282%n=5,315100%資料來來源：：ICCA(InternationalCongressandConventionAssociation)14三、2005年年國際際會議議使用用場所所別TypeofCongressVenue#Meetings%Conference/ExhibitionCentre76340.5%MeetingfacilitiesinHotels72738.6%University24813.2%OtherVenues1477.8%Total1,885100.0%資料來來源：：ICCA(InternationalCongressandConventionAssociation)15四、2005年年國際際會議議產(chǎn)業(yè)業(yè)別統(tǒng)統(tǒng)計(jì)RankSubject#Meetings%1MedicalSciences117822.4%2Science69813.2%3Technology67412.8%4Industry4328.2%5SocialSciences2625.0%6Education2314.4%7Economics2234.2%8Commerce1933.7%9Management1773.4%10Transport&Communication1663.1%11Agriculture1512.9%12Culture&Ideas1282.4%13Law1042.0%14Ecology&Environment981.9%15Sports&Leisure951.8%16Arts821.6%17Safety&Security691.3%18Architecture631.2%19Linguistics581.1%20Library&Information521.0%21Mathematics&Statistics500.9%22Literature360.7%23HistoricalSciences300.6%24Geography160.3%25General40.1%Total5,270100.0%資料來來源：：ICCA16五、臺臺北國國際會會議中中心客客戶分分析依2005年消消費(fèi)金金額分分析17六、2006年年十大大會議議國家家排名國家會議場次1U.S.A.3762Germany3203Spain2754UnitedKingdom2705France2406Netherlands1977Italy1968Australia1649Austria15710Switzerland151資料來來源：：ICCA18七、2006年年十大大會議議城市市排名城市會議場次1Vienna1292Singapore1253Barcelona1164Berlin1005HongKong956Paris917Amsterdam828Seoul778Budapest7710Stockholm72資料來來源：ICCA19八、國國際會會議趨趨勢亞洲會會議蓬蓬勃發(fā)發(fā)展會期時(shí)時(shí)間逐逐漸縮縮短小型（（300人人以下下）及及大型型（5,000人以以上））會議議漸增增，中中型會會議漸漸減201.1996-2005年年會議議數(shù)量量統(tǒng)計(jì)計(jì)Absolutefigures:Continent1996199719981999200020012002200320042005Europe2,0632,0672,3302,3572,5822,5742,9293,0063,1973,082Asia&MiddleEast569569613635676733813759986956NorthAmerica493480531557634580675650653564LatinAmerica172215228234281294257304333393Australia140167145156214177174169195192Africa7887125103113110133126133128Totals3,5153,5853,9724,0424,5004,4684,9815,0145,4975,315Relativefigures:Continent1996199719981999200020012002200320042005Europe58.7%57.7%58.7%58.3%57.4%57.6%58.8%60.0%58.2%58.0%Asia&MiddleEast16.2%15.9%15.4%15.7%15.0%16.4%16.3%15.1%17.9%18.0%NorthAmerica14.0%13.4%13.4%13.8%14.1%13.0%13.6%13.0%11.9%10.6%LatinAmerica4.9%6.0%5.7%5.8%6.2%6.6%5.2%6.1%6.1%7.4%Australia4.0%4.7%3.7%3.9%4.8%4.0%3.5%3.4%3.5%3.6%Africa2.2%2.4%3.1%2.5%2.5%2.5%2.7%2.5%2.4%2.4%Totals100%100%100%100%100%100%100%100%100%100%212.1996-2005年年會議議型態(tài)態(tài)大小小統(tǒng)計(jì)計(jì)Absolutefigures:3,1042,8702,3592,3192,0292,0681,9602,0381,8251,942Totals121191191581391210000andup38322828183423302518From5000to1000072665554506049463347From3000to499974816062697861696159From2000to2999284277239244241276207227212215From1000to1999535550426431449455465414420435From500to999766744583655541558536604525581From250to499573533454416322333354337326331From150to249750576505418330259257298214244From50to1492005200420032002200120001999199819971996CategoryRelativefigures:100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%Totals0.4%0.4%0.4%0.5%0.4%0.7%0.4%0.6%0.5%0.6%10000andup1.2%1.1%1.2%1.2%0.9%1.6%1.2%1.5%1.4%0.9%From5000to100002.3%2.3%2.3%2.3%2.5%2.9%2.5%2.3%1.8%2.4%From3000to49992.4%2.8%2.5%2.7%3.4%3.8%3.1%3.4%3.3%3.0%From2000to29999.1%9.7%10.1%10.5%11.9%13.3%10.6%11.1%11.6%11.1%From1000to199917.2%19.2%18.1%18.6%22.1%22.0%23.7%20.3%23.0%22.4%From500to99924.7%25.9%24.7%28.2%26.7%27.0%27.3%29.6%28.8%29.9%From250to49918.5%18.6%19.2%17.9%15.9%16.1%18.1%16.5%17.9%17.0%From150to24924.2%20.1%21.4%18.0%16.3%12.5%13.1%14.6%11.7%12.6%From50to1492005200420032002200120001999199819971996Category223.臺臺北北現(xiàn)有有會議議場地地競爭爭分析析低價(jià)高價(jià)10,000人3,000人1,000人500人300人臺北小巨蛋TICC大會堂福華文教會館國父紀(jì)念館TICC101,201TICC102TICC401,105臺大體育館臺大會議中心101臺大會議中心HOTEL君悅HOTEL喜來登HOTEL圓山HOTELHOTEL公設(shè)民營場地HOTELHOTELHOTELHOTEL六福HOTEL遠(yuǎn)東中油國光廳城市舞臺中山堂新舞臺15,000人親子劇場HOTEL福華臺北101國際會議中心國泰金融會議廳南港展覽館南港展覽館臺大會議中心401國家戲劇院學(xué)校學(xué)校HOTEL學(xué)校HOTEL公司大樓公司大樓公設(shè)民營場地23肆、亞亞太地地區(qū)會會展市市場分分析一、2005/04亞太太地區(qū)區(qū)展覽覽規(guī)模模統(tǒng)計(jì)計(jì)排名名2005排名

2005展出面積sqm2004排名

2004展出面積sqm2005/2004成長率中國(1)4,174,000中國(1)3,551,50017.5%日本(2)2,156,750日本(2)2,107,0002.4%香港(3)523,250香港(4)501,0004.4%韓國(4)515,250韓國(3)509,0001.2%印度(5)380,750印度(5)327,50016.3%臺灣(6)341,000臺灣(6)301,25013.2%泰國(7)274,250泰國(7)211,75029.5%新加坡(8)182,000新加坡(8)179,2501.5%印尼(9)171,000印尼(9)123,25038.3%馬來西亞(10)165,500馬來西亞(10)120,45037.4%資料來來源:國際際展覽覽組織織聯(lián)盟盟（UFI）於於2006年6月份份發(fā)布布之調(diào)調(diào)查統(tǒng)統(tǒng)計(jì)24二、2005年年前20名名展覽覽產(chǎn)業(yè)業(yè)—面面積IndustryEstimatedannualsizeinsqmGeneral1,101,500Furniture,InteriorDesign1,079,750Engineering,Industrial,Manufacturing,Machines,Instruments,Hardware934,500Textiles,Apparel,Fashion671,250Premium,Household,Gifts,Toys553,500FoodandBeverage,Hospitality546,500ITandTelecommunications510,250Construction,Infrastructure504,750Leisure,Hobby,Entertainment482,000Electronics,Components454,500Automobiles,Motorcycles449,750Health,MedicalEquipment376,500Jewellery,Watch&Accessories243,250Printing,Packaging202,250BusinessServices,Retail169,500Beauty,Cosmetics145,250EnvironmentalProtection135,750Transport,Logistics,Maritime94,000Travel82,000Security,FireSafety,Defence77,500Others300,250Total9,112,750Source:BSGResearch&Analysis25二、2005年前20名展覽覽產(chǎn)業(yè)—金金額IndustryEstimatedannualisedrevenue(US$)Engineering,Industrial,Manufacturing,Machines,Instruments,Hardware212,836,500General198,969,000Furniture,InteriorDesign184,087,500Textiles,Apparel,Fashion153,288,500Premium,Household,Gifts,Toys146,729,500ITandTelecommunications127,708,000FoodandBeverage,Hospitality124,892,000Electronics,Components121,555,500Leisure,Hobby,Entertainment108,948,000Automobiles,Motorcycles100,330,250Health,MedicalEquipment91,895,500Construction,Infrastructure80,278,000Jewellery,Watch&Accessories68,255,500Printing,Packaging47,036,000BusinessServices,Retail42,462,750EnvironmentalProtection32,146,250Beauty,Cosmetics31,854,500Transport,Logistics,Maritime23,053,250Security,FireSafety,Defence21,503,000Travel20,025,750Others71,615,250Total2,009,468,750Source:BSGResearch&Analysis26三、2006年亞洲洲國家展覽覽面積比較較國家展覽場數(shù)量2006TotalGrossIndoorSizeinsqmChina3612,313,506Japan12362,403India11253,123Thailand4191,322Korea5135,533HongKong3132,440Singapore2124,000Malaysia349,244Taiwan247,710Indonesia211,610Philippines18,300Vietnam17,134Pakistan16,690Total1093,643,015Source:BSGResearch&Analysis27四、2005-13年亞洲各各國展覽館館面積成長長情形國家2013No.ofcentres2005TotalGrossIndoorSize2006TotalGrossIndoorSize2007TotalGrossIndoorSize2010TotalGrossIndoorSize2013TotalGrossIndoorSizeChina622,150,7302,313,5062,340,5062,540,9662,540,966Japan12353,603362,403353,603353,603353,603India11213,123213,123244,623244,623244,623Thailand4191,322191,322191,322191,322191,322Korea5135,533135,533135,533135,533135,533HongKong3132,440132,440142,100151,840151,840Singapore2124,000124,000124,000124,000124,000Malaysia349,24449,24449,24449,24449,244Taiwan347,71047,71095,86895,86895,868Indonesia311,61011,61011,83511,83511,835Philippines18,3008,3008,3008,3008,300Vietnam17,1347,1347,1347,1347,134Pakistan16,6906,6906,6906,6906,690Total1113,431,4393,603,0153,710,7583,920,9583,920,958Source:BSGResearch&Analysis28五、2000-2010亞洲洲展覽面積積成長趨勢勢GrowthrateGrowthtrend29六、2005亞太地區(qū)十十大展覽主主辦單位展覽主辦單位2005排名(營收)2004排名(營收)中國出口商品交易會11香港貿(mào)發(fā)局22亞洲博聞33中國貿(mào)促會67瑞得展覽集團(tuán)44東莞名家具俱樂部1111外貿(mào)協(xié)會(TAITRA)89日本能率協(xié)會56法蘭克福展覽公司710泰國貿(mào)易推廣局10資料來源:國際展覽覽組織聯(lián)盟盟（UFI）於2006年6月份發(fā)布布之調(diào)查統(tǒng)統(tǒng)計(jì)30七、2006年亞洲洲前十大展展覽場RegionCityExhibitionCentre2006TotalGrossIndoorSize1ChinaGuangzhouChineseExportCommoditiesFairGround–LiuhuacomplexandPazhoucomplex194,0002ThailandBangkokIMPACT136,5003ChinaShenzhenShenzhenConvention&ExhibitionCenter120,0004ChinaShanghaiShanghaiNewInternationalExpoCentre(SNIEC)103,5005ChinaDongguanGDModernInternationalExhibitionCenter96,0406JapanTokyoTokyoBigSight(TokyoInternationalExhibitionCenter)80,6607ChinaDalianDalianWorldExpoCentre80,0008JapanChibaMakuhariMesse(NipponConventionCenter)72,0009JapanOsakaIntexOsaka70,07910ChinaKunmingChinaKunmingInternationalTradeCenter70,000Source:BSGResearch&Analysis31八、大陸國國際展覽現(xiàn)現(xiàn)況根據(jù)AUMA(德國國展覽產(chǎn)業(yè)業(yè)協(xié)會)評評估，大陸陸地區(qū)國際際展覽以每每年20%成長。1997年年，辦理286場展展覽，2003年增增加到354場，2006年年更增加到到448場場展覽。2006年年德國至大大陸辦理展展覽達(dá)62個(gè)場次，，較2004年成長長三倍。32九、臺灣展展覽館分佈佈及規(guī)模33十、臺灣大大型展覽發(fā)發(fā)展概況具國際競爭爭力之大型型展覽(2,000攤位以上)展名攤位數(shù)參展廠商國外買主規(guī)模排名(全球)規(guī)模排名

(亞洲)電腦展2,9071,31230,27521秋電展2,9221,2767,000---2工具機(jī)展2,6646423,550---3汽機(jī)車展2,2439345,05931自行車展2,1796503,54721塑橡膠展2,0283762,242---234展名攤位數(shù)參展廠商國外買主規(guī)模排名(全球)規(guī)模排名

(亞洲)體育用品展1,5682992,021---2食品展1,5705402,423---2木工機(jī)展(3年展)965170831------十一、臺灣灣中型展覽覽發(fā)展概況況具發(fā)展?jié)摿αχ行驼拐褂[35十二、亞洲洲十大會議議國家亞洲排名世界排名國家會議數(shù)量佔(zhàn)全球%112Japan1422.7%214China-P.R.1292.4%315Singapore1252.4%417RepublicofKorea1082.0%521HongKong951.8%625Thailand821.5%733Malaysia521.0%834Taiwan500.9%936India470.9%1039Indonesia310.6%36十三、亞洲洲十大會議議城市亞洲排名世界排名城市會議數(shù)量12Singapore12525HongKong9538Seoul77414Beijing61516Bangkok56627Taipei42730KualaLumpur38837Shanghai29952NewDelhi201053Manila1937十四、臺灣灣會展產(chǎn)業(yè)業(yè)SWOT分析優(yōu)勢劣勢1.經(jīng)營主要展館,掌握檔期安排;2.觸角遍布全球,組織動員力強(qiáng);3.辦展經(jīng)驗(yàn)豐富,服務(wù)一貫作業(yè);4.業(yè)界關(guān)係良好,網(wǎng)路建構(gòu)完整;5.政府政策支持,增加資源投入.1.展場嚴(yán)重短缺,影響成長空間;2.產(chǎn)業(yè)停滯外移,展出規(guī)模衰退;3.展館分散四處,規(guī)劃難度提高;4.硬體設(shè)備不足,造成作業(yè)困難;5.展覽交通維持,增加額外成本;6.合辦單位齟齬,分工分帳糾葛;7.人員流動過快,不利經(jīng)驗(yàn)傳承機(jī)會威脅1.南港展館啟用,可用展場增加;2.新興產(chǎn)業(yè)崛起,增加新展開辦空間;3.新興市場發(fā)展提供海外辦展會.1.中港展覽成長快速,步步進(jìn)逼;2.民間展覽日趨專業(yè),競爭加劇.38伍、會展產(chǎn)產(chǎn)業(yè)經(jīng)營之之成功要素素

一、會會展產(chǎn)業(yè)發(fā)發(fā)展趨勢1.會展合一2.提升附加價(jià)價(jià)值3.整合行行銷及扮演演整合角色色4.製造業(yè)擴(kuò)大大至服務(wù)業(yè)業(yè)展覽39二、會展行行銷成功要要素1.城市/國家之魅魅力(含設(shè)設(shè)施與服務(wù)務(wù))2.全球駐駐外單位協(xié)協(xié)助遊說3.產(chǎn)業(yè)/服務(wù)之國國際競爭優(yōu)優(yōu)勢4.社團(tuán)負(fù)負(fù)責(zé)人員之之凝聚力及及企圖心5.出奇招招或搭配城城市及地區(qū)區(qū)優(yōu)勢40三、培養(yǎng)會會展產(chǎn)業(yè)競競爭力專業(yè)知識能能力溝通能力外語能力領(lǐng)導(dǎo)能力團(tuán)隊(duì)精神企劃能力經(jīng)營管理能能力不斷學(xué)習(xí)能能力41陸、臺灣如如何因應(yīng)未未來發(fā)展一、臺灣企企業(yè)之競爭爭優(yōu)勢與定定位MarketingChannels,Brand,Logistics行銷通路,品牌,物流生產(chǎn)加工(製造裝配)AddedValue附加價(jià)值設(shè)計(jì),研發(fā),創(chuàng)新,市場調(diào)查Market

IntelligenceDesignInnovationR&DLogisticsMarketingSalesChannels整合,製造服務(wù)&搜尋(Sourcing)42二、協(xié)助臺臺灣經(jīng)濟(jì)轉(zhuǎn)轉(zhuǎn)型製造業(yè)→服服務(wù)業(yè)代工生產(chǎn)→→發(fā)展品牌牌外銷→全球球化/泛泛亞洲化化製造中心→→亞洲研發(fā)發(fā)創(chuàng)新&採購中心心43三、行銷臺臺灣MIT新定定義：ManagedInTaiwanManufacturingServiceIntegrator&ConverterTrading&SourcingCenter44四、會展行行銷策略與與作法主動出擊強(qiáng)化品牌提升服務(wù)策略聯(lián)盟協(xié)同管理45簡報(bào)完完畢敬請指指教469、靜夜夜四無無鄰，，荒居居舊業(yè)業(yè)貧。。。12月月-2212月月-22Saturday,December31,202210、雨中黃葉葉樹，燈下下白頭人。。。07:31:0207:31:0207:3112/31/20227:31:02AM11、以以我我獨(dú)獨(dú)沈沈久久，，愧愧君君相相見見頻頻。。。。12月月-2207:31:0207:31Dec-2231-Dec-2212、故人江海別別，幾度隔山山川。。07:31:0207:31:0207:31Saturday,December31,202213、乍見見翻疑疑夢，，相悲悲各問問年。。。12月月-2212月月-2207:31:0207:31:02December31,202214、他他鄉(xiāng)鄉(xiāng)生生白白發(fā)發(fā)，，舊舊國國見見青青山山。。。。31十十二二月月20227:31:02上上午午07:31:0212月月-2215、比不了了得就不不比，得得不到的的就不要要。。。十二月227:31上午午12月-2207:31December31,202216、行動出出成果，，工作出出財(cái)富。。。2022/12/317:31:0207:31:0231December202217、做前，能能夠環(huán)視四四周；做時(shí)時(shí)，你只能能或者最好好沿著以腳腳為起點(diǎn)的的射線向前前。。7:31:02上上午7:31上上午07:31:0212月-229、沒有失敗敗，只有暫暫時(shí)停止成成功！。12月-2212月-22Saturday,December31,202210、很多事情情努力了未未必有結(jié)果果，但是不不努力卻什什么改變也也沒有。。。07:31:0207:31:0207:3112/31/20227:31:02AM11、成功功就是是日