1. improves the speed of information exchange in the exhibition.
Information technology has improved the speed of information exchange among the government, exhibition industry associations, exhibition enterprises and exhibitors. The government can release the latest policies and regulations to the public through the internet, provide fast government services for industry associations, exhibition companies and exhibitors, and improve government efficiency; Exhibition industry associations can timely transmit industry trends and regulations to relevant departments and enterprises; Exhibition companies can report exhibition information in real time, so that organizations and individuals who cannot attend the exhibition can know the progress of the exhibition in time, or provide online exhibition registration service to facilitate exhibitors to carry out activities.
2. Broaden the breadth of exhibition information exchange.
The whole operation process of the exhibition includes government, trade associations, exhibition companies, exhibitors, media and exhibition audience. It involves a wide range and needs cooperation from many parties. The application of information technology such as e-commerce in exhibitions has created conditions for the exchange of exhibition information between different subjects, promoted the enjoyment of information and expanded the breadth of information exchange. For example, exhibition companies can apply for international exhibitions through the government's online service. When the exhibition project is approved, with the support of information technology, the corresponding information will be shared by industry associations, exhibition enterprises, media, exhibitors and visitors, making the exhibition smoother. At the same time, when all the subjects of the exhibition use the network to exchange information, according to the network effect theory, it will bring the greatest value to each subject.
3. Reduce the cost of exhibition enterprises.
The application of advanced management information technologies such as ERP, CRM, SCM and EB, on the one hand, makes the exhibition project more widely publicized, and the organizers, exhibitors and spectators can get richer and deeper information than before. On the other hand, exhibition institutions can obtain real-time information from all parties more quickly through this platform, dynamically adjust relevant policies, better adapt to the rapidly changing market and gain market opportunities. In addition, exhibition informatization will promote the standardization of exhibition activities, which is an objective requirement for the development of exhibition informatization.
Second, the display function analysis of network information technology
1. The efficiency of exhibition activities has been improved.
The electronization and automation of information collection, transmission and processing in all aspects of organization and participation have made the processing efficiency of exhibition business unprecedented. Most exhibition organizers invite exhibitions online, book air tickets and hotels online, answer customers' inquiries in time by e-mail, and download all kinds of information about the exhibition [booth plan, exhibition schedule, exhibition service manual] and so on.
2. Improve the economic benefits of exhibition activities.
The application of network frees the communication means between organizers, exhibitors and visitors from the traditional high-cost telephone, fax and letter, and reduces the business expenses; The application of network makes the publicity of exhibition projects more extensive, and organizers, exhibitors and spectators can get richer and deeper information than before, thus avoiding the blindness of project selection and the resulting economic losses; Office automation naturally improves work efficiency and economic benefits.
3. Strengthened the coordinated management of convention and exhibition industry.
On the basis of mastering a large amount of information and data, the coordination and management organization of convention and exhibition industry selects the best and eliminates the worst among many exhibition units and their projects. The standardization of the exhibition industry process and the standardization of the exhibition operation will make the coordination and management institutions of the exhibition have evidence to follow, thus laying the foundation for its scientific management.
4. Promoted the development of global exhibition industry.
The network makes the publicity of exhibition projects and organizations face the world, and the exhibition information changes from directional release to non-directional release, getting rid of the constraints of geographical location. Through the network platform, we can expand the exhibition network of exhibition enterprises, especially the overseas exhibition network, enhance the invitation and organization ability of exhibitions, and improve the core competitiveness of enterprises. Exhibition informatization will make it a reality for exhibition products to participate in the international exhibition industry competition.
Thirdly, the analysis of the display function of e-commerce information technology.
E-commerce entering the exhibition industry is the need of its own development. Exhibition is a place where people exchange information, discuss business cooperation and conduct marketing. It plays the role of bridge and media, and e-commerce has unparalleled unique advantages in this respect. According to the different degree of involvement of e-commerce in the traditional exhibition industry, it can be divided into two levels: one is incomplete exhibition e-commerce, that is, some exhibition activities carried out with the help of network technology, and its role in the exhibition industry is as mentioned above. The other is complete e-commerce, namely online exhibition. In addition to improving the efficiency of exhibition activities, reducing the cost of enterprises, improving economic benefits and other basic functions, there are other functions:
1. Online exhibitions attract enterprises to match trading information online.
The biggest feature of online exhibition is to display it by relying on the information platforms of local operating institutions and partners or online websites of enterprises. All information about exhibitions, exhibitors and exhibits of online exhibitions has been strictly examined by the organizing committee and telecom operators to ensure the safety of network information and help enterprises to choose exhibitions, exhibitors and exhibits with confidence. Therefore, real and valuable online exhibition information enhances the information value of participating websites and their brand influence in local or industry. Moreover, the online exhibition, a kind of high-speed and centralized publicity and promotion for a period of time, can not only encourage enterprises to participate in online trade fairs at the same time, but also drive a large number of foreign enterprises limited by time and space to participate in online exhibitions, which makes online exhibitions attract the attention of enterprises online and offline, attract enterprises to exchange information on product supply and demand, and even conduct commodity transactions online.
2. The network exhibition has become the best choice for the exhibition industry to enhance the market's ability to resist risks.
The exhibition organizer takes the exhibition as the medium to provide an effective communication platform for exhibitors and traders, and objectively creates an environment for communication between actors through the combination of cluster and time and space. In the case of sudden crisis, this method has been challenged. "Exhibition e-commerce" shows special application value because of its high efficiency and sensitivity, which realizes non-contact economic exchanges and trade activities between people as usual, effectively blocking the way for traditional exhibition-intensive people to gather infection sources. For example, during the SARS period, "exhibition e-commerce" operated efficiently in the form of "non-contact economy", which played an important historical role and became the best choice for China's exhibition industry to deal with sudden crisis. At the Canton Fair, 487 exhibitors and 339 merchants participated in online negotiations and reached a number of trading intentions. Therefore, this online exhibition form has become an important supplement to the traditional physical exhibition. At the same time, as a traditional physical exhibition, body double reduces the losses caused by the crisis and improves the probability of the exhibition being held smoothly. It can be seen that it is a very feasible response to vigorously develop exhibition informatization to reduce the impact of emergencies.
Fourthly, the role of information technology in Guangdong exhibition is analyzed empirically.
Informatization has shortened the gap between Guangdong's convention and exhibition industry and international advanced level. For example, the application of network information technology in the Canton Fair, the first exhibition in China, accelerated the rapid development of the Canton Fair. The Canton Fair has established an e-commerce service system led by the Canton Fair website, including the exhibition platform of tradelink exhibitors, the promotional CD of the Canton Fair, the electronic service platform for the best buyers, the service platform for participating in the e-Ejetlink and the online Canton Fair, covering before, during and after the meeting.
1. Canton Fair website
The website of Canton Fair is the window for global publicity of Canton Fair. The website of Canton Fair has four functions: publicity and investment promotion, business handling, business travel service and e-commerce. Canton Fair official website has a language version of 1 1, with about170,000 visitors and over 430 million hits, with an average daily hit of1180,000. During the Canton Fair, the daily hits exceeded 2.5 million. According to the number of visitors every year, about 32% of the tourists come from countries and regions outside Chinese mainland. The three business platforms of the Canton Fair website are the best buyer's electronic service platform, the online service platform of participating Ejetlink, and the exhibition platform of participating enterprises of Shangmao Tong.
2. Online Canton Fair
The online Canton Fair is an e-commerce negotiation platform established by China Foreign Trade Center, the organizer of the Canton Fair, under the guidance of the Information Department of the Ministry of Commerce. With the brand advantage of "China's first exhibition", the online Canton Fair uses the database of exhibitors' exhibits and merchants accumulated in the Canton Fair for decades to establish efficient and convenient online trade channels and promote the export transactions of domestic enterprises. Since its establishment, the online Canton Fair has achieved "online negotiation and on-site transaction" through close integration with the on-site Canton Fair business, which has become a powerful supplement to the on-site transaction of each Canton Fair and won unanimous praise from all parties.
3. Other information services
At the Canton Fair, 42 service points provided on-site booth information inquiry services for participating buyers; Issue 6,543,800 sets of Canton Fair promotional CDs each session, and distribute them to participating buyers free of charge; The multimedia video recommendation service shows the real situation of the on-site exhibition for the buyers who can't come to the Canton Fair, and shows it to the buyers around the clock in official website. E-magazines are delivered through mail, Canton Fair e-magazine platform and other channels, effectively reaching the target buyers and helping enterprises to expand their marketing efforts.