展會(huì)評(píng)估初探

Research on the Appraisal of MICE

——A case of China International Consumer Goods Fair

作者簡介：錢俊婷，25，女，江蘇泰興人，上海對(duì)外經(jīng)貿(mào)學(xué)院會(huì)展與旅游學(xué)院，研究方向：會(huì)展經(jīng)濟(jì)與管理。

摘要：會(huì)展評(píng)估對(duì)于規(guī)范會(huì)展業(yè)、培育品牌展會(huì)有著重要意義。本文根據(jù)二手的數(shù)據(jù)資料，并結(jié)合相關(guān)會(huì)展評(píng)估體系的內(nèi)容，建立了反映消博會(huì)綜合實(shí)力的評(píng)價(jià)指標(biāo)體系。采用主成分分析法，對(duì)指標(biāo)體系進(jìn)行了化簡，用一個(gè)主要指標(biāo)代替原始的4項(xiàng)指標(biāo)，用加權(quán)后的得分情況來評(píng)價(jià)消博會(huì)的綜合發(fā)展情況。最后根據(jù)得分情況來分析消博會(huì)現(xiàn)有評(píng)估體系存在的問題，并提出相應(yīng)的建議。

關(guān)鍵詞：消博會(huì)；評(píng)估體系；主成分分析

Abstract: The appraisal of MICE is important to standardize the MICE industry and to cultivate brand MICE. Based on the second-hand data, combined with content-related exhibition evaluation system, we established an evaluation system to reflect the overall strength of CICGF. The principal component analysis of the multivariate statistical analysis is used to simplify the index system that makes the only one indicator take place of the original seven indicators, and then evaluate the situation of CICGF comprehensive development through the scores. Finally, according to the scores CICGF existing evaluation system to analyze problems and make recommendations accordingly.

Key words: China International Consumer Goods Fair; Evaluation system; Principal component analysis一、國內(nèi)外展會(huì)評(píng)估現(xiàn)狀概述

會(huì)展評(píng)估是對(duì)會(huì)展活動(dòng)的展覽環(huán)境、工作效果等不同的內(nèi)容進(jìn)行全面的考核和評(píng)價(jià)，并作出權(quán)威反饋的一個(gè)過程，是會(huì)展運(yùn)營管理中的一個(gè)重要環(huán)節(jié)，是對(duì)主辦單位、承辦單位、參展商等多個(gè)經(jīng)濟(jì)實(shí)體提供詳細(xì)信息的一項(xiàng)活動(dòng)。

會(huì)展經(jīng)濟(jì)發(fā)達(dá)的國家和地區(qū)的展會(huì)評(píng)估工作已經(jīng)相當(dāng)成熟了，他們承擔(dān)展會(huì)評(píng)估工作的是全國性統(tǒng)一的行業(yè)機(jī)構(gòu)。他們對(duì)展會(huì)的各項(xiàng)數(shù)據(jù)進(jìn)行收集和分析，并公布評(píng)估結(jié)果，為行業(yè)內(nèi)人員和相關(guān)企業(yè)、機(jī)構(gòu)提供決策信息。德國作為會(huì)展業(yè)發(fā)展較成熟的國家，其會(huì)展評(píng)估工作就是由第三方機(jī)構(gòu)（FKM）來承擔(dān)的。FKM隸屬于德國展覽與博覽會(huì)協(xié)會(huì)（AUMA），F(xiàn)KM的工作職能是制定統(tǒng)一的展會(huì)評(píng)價(jià)指標(biāo)、統(tǒng)計(jì)和分析相關(guān)數(shù)據(jù)，且保證會(huì)展數(shù)據(jù)的透明和真實(shí)。AUMA的成員公司都自覺遵守相關(guān)規(guī)定，按照規(guī)定的標(biāo)準(zhǔn)提交展會(huì)數(shù)據(jù)，接受FKM的數(shù)據(jù)審計(jì)，保證其使用和發(fā)布的展會(huì)數(shù)據(jù)均與FKM公布的數(shù)據(jù)相一致。……