The rapid development of convention and exhibition industry in China leads to the shortage of convention and exhibition professionals. In view of the present situation and existing problems of exhibition professionals in China, we should raise the whole society's understanding of the development of exhibition professionals, establish an open concept of talent training, formulate practical training and development plans, standardize the standards of exhibition professionals, strengthen the training of exhibition professionals in colleges and universities, and ensure the healthy development of China's exhibition industry.

Keywords:: exhibition industry professionals training and development

With the continuous improvement of the status of the tertiary industry in the national economy, convention and exhibition industry, as a new type of economic industry, is showing a vigorous development trend, and gradually attracted the attention of all sectors of society. At present, the scale of China's exhibition industry is expanding day by day, and a certain number of well-known exhibitions have been formed in China. Under this background and environment, it is very necessary to analyze the current situation of China's exhibition talents and understand the market demand of exhibition talents for strengthening the cultivation of exhibition talents and the sustainable development of China's exhibition industry.

First of all, the rapid development of the exhibition industry calls for exhibition professionals.

Today in the 2 1 century, economic globalization and integration have become an irreversible historical trend of international economic development. Coupled with the continuous improvement of transportation and the continuous development of the world economy, the world convention and exhibition industry has and will continue to show a good momentum of vigorous development. At present, the convention and exhibition industry has developed into a quite mature industry in Europe, North America, Australia, Hong Kong and Singapore in Asia, and has entered the stage of commercial operation. After entering the new century, China convention and exhibition industry has also maintained a healthy and rapid development trend. From the long-term development of convention and exhibition industry, the development of convention and exhibition industry is closely related to convention and exhibition talents, especially in the context of market-oriented convention and exhibition economy, its rapid development will inevitably require a large number of high-end management talents and first-line convention and exhibition talents.

Exhibition talents refer to those who have certain exhibition knowledge or operational skills, can carry out creative work and make positive contributions to the material and spiritual civilization construction of the exhibition industry. Only with such a group of people can we promote the smooth development of the convention and exhibition industry. As Baines, who is known as the "first person in the exhibition industry" in Germany, said: "One of the important reasons why exhibition can become a huge economic industry in Germany is that a large number of high-quality exhibition professionals participate in it." Exhibition talents are a whole concept, which belongs to a collection of all kinds of professionals. Exhibition activities need the cooperation of all kinds of professionals. According to the specific knowledge requirements of exhibition organization and service activities and the differences of general professional knowledge structure, exhibition professionals can be roughly divided into four categories: first, exhibition management talents, including planning and industry management, service management, venue management, financing and finance, project and enterprise management, information management, business and service management, etc. The second is the talents who plan and market the exhibition activities as a whole, including the talents of event planning and organization, international public relations, marketing, advertising and so on. Third, talents who provide special services for exhibition activities, including exhibition venue design and construction, equipment maintenance and repair, exhibition venue decoration, booth design and construction, exhibition software system development and maintenance talents. Fourth, exhibition education and research talents, including experts and scholars, teachers and researchers, industry association training and management personnel, information statisticians, publishing website editors and technical personnel.

However, the talent problem has always been the bottleneck that puzzles the development of China's convention and exhibition industry. Judging from the current supply of exhibition talents in China, most of the personnel engaged in the exhibition industry in China are transferred from other fields and posts, most of them have not received special training, lack systematic exhibition knowledge and corresponding operational skills, and their quality is uneven, and the overall quality of employees is not high; In terms of cultural and artistic accomplishment, public relations communication ability, language ability, knowledge level and personal image temperament, there is a clear gap compared with the quality of talents in the world convention and exhibition industry. Professionals who are familiar with exhibition business, understand international practices and have rich operational experience are scarce, and many exhibition designers' design concepts are still at the level of commodity exhibitions and exhibition achievements; The supply of exhibition professionals is far from meeting the needs of the development of exhibition industry. There is a strong demand for exhibition professionals in various places, which affects more and more fields and becomes a "bottleneck" restricting the development of China's exhibition industry and the improvement of exhibition organization level. According to the statistics of labor and social security department in 2004, there are about 1 10,000 exhibition employees in China, and there are10.5 million management talents engaged in business planning. Most of these people are "half-way monks", most of them have not received systematic training, and there are relatively few exhibition talents with high professional level and rich business experience. According to the Survey Report on the Exhibition Talent Market completed by Shanghai Normal University, in 2004, there were about 5,000 direct employees in Shanghai's exhibition industry, including less than 50 experienced senior project managers. At present, there are exhibitions every day in Shanghai, and the talent gap is obvious. In Shanghai, for other cities in China, the shortage of exhibition talents is more obvious. Under the background of the rapid development of the world exhibition industry and exhibition economy, exhibition talents have become the most fundamental driving force, and their role in promoting the exhibition industry is obvious. Faced with this situation, it has become a problem for China's convention and exhibition industry to vigorously cultivate its own talents.

Second, the training and development of exhibition talents in China

In recent years, China has made some achievements in the cultivation and development of exhibition talents, which are mainly manifested in the following aspects: First, the government began to pay attention to the issue of exhibition talents, which opened the way for the cultivation of exhibition talents and promoted the cultivation and development of exhibition talents in policies. The second is to organize and send outstanding professionals to study and train abroad, and to study and exercise in foreign advanced exhibition companies. Third, establish exhibition industry training base, carry out exhibition industry training, improve exhibition industry vocational education and training system, carry out multi-level exhibition vocational education, and improve the quality and ability of exhibition practitioners. Fourthly, colleges and universities should offer exhibition education to cultivate talents in this field. Since 2002, many universities and higher vocational colleges in China have set up exhibition majors. In the exhibition education, many schools have noticed the improvement of modern exhibition requirements for talents, attached importance to the cultivation of ability and expanded all-round quality.

Because the training and development of exhibition professionals in China started late, exhibition theory, exhibition education and exhibition research are seriously out of touch, which leads to poor information communication within the exhibition industry, and there are many weak links in exhibition management concepts and specific operations. At present, the problems existing in the construction of exhibition talents mainly include the following aspects:

1, the education goal of exhibition talents training is unclear and the effect is not good.

At present, China's exhibition education has developed rapidly. According to incomplete statistics, by the end of 2004, there were dozens of colleges, higher vocational schools and vocational high schools in Beijing alone offering exhibition majors or directions, and exhibition training courses emerged one after another. However, the rapid development of exhibition training and education has also brought many problems. First, judging from the current number of exhibition education and training institutions, due to the lack of understanding of the particularity of the exhibition industry, many colleges and universities blindly run schools and compare schools, the curriculum has not formed their own system, and they lack sufficient understanding of the training objectives; Second, the quality of the training itself is not enough, and there is not enough time to train skills and skills, so it is difficult for students and teachers to exchange experiences effectively and ensure the training effect; Third, education and training are difficult to be practical, and their practical ability is weak, so it is difficult to meet the demand for talents for various exhibitions.

2. The distribution of exhibition talents training and education is unreasonable.

Because the exhibition economy is closely related to the economic, social and cultural prosperity of a region, such as Shanghai, Beijing, Guangzhou and Shenzhen, the development of its exhibition economy cannot be separated from the unique location and economic advantages of these regions. This special dependence on the convention and exhibition economy has actually caused the unbalanced distribution of talents training in the convention and exhibition industry, resulting in a relatively large number of convention and exhibition talents in metropolis, while the talents in the convention and exhibition industry in small and medium-sized cities are extremely short, especially the high-level talents are difficult to flow to small and medium-sized cities. This kind of relative surplus and shortage of talents not only leads to the waste of talent training, but also is difficult to meet the development needs of cities with a late start of exhibition economy.

3. Lack of systematic support and protection measures.

On the one hand, due to the lack of relevant policies and measures, the exhibition industry with good prospects in some places did not follow up in time in terms of personnel training and guarantee, which led to the slow development of the exhibition industry. On the other hand, due to the lack of management and protection measures related to talents, a large number of exhibition talents are lost in some places, which will undoubtedly affect the comprehensive, healthy and rapid development of China's exhibition industry.

Third, the countermeasures and suggestions for the cultivation and development of exhibition talents.

The competition of convention and exhibition industry is essentially the competition of talents. Without a high-quality talent team, it is impossible to participate in international competition. At present, the convention and exhibition industry is becoming more and more standardized and internationalized. In order to develop China's convention and exhibition industry healthily, we must attach importance to training specialized convention and exhibition talents and build a team of high-quality professionals.

1, to improve the whole society's understanding of the development of exhibition talents.

In fact, talents in the exhibition industry need long-term systematic training and arduous self-improvement. China's convention and exhibition industry started late, and the society's understanding of relevant talents is not very profound. Although the exhibition industry has begun to realize and attach importance to the talent problem, it still needs to be vigorously publicized in the whole society to form a soil and atmosphere conducive to the growth of exhibition talents, so that all kinds of exhibition talents and exhibition experts can fully understand their own value and weight, and give full play to and display their intelligence.

2. Make a feasible training development plan.

According to the actual demand of exhibition for economic and social development, we should formulate feasible talent training and development plans to ensure the systematicness of talent training. This plan should be organized and coordinated by the authoritative government departments, formulate corresponding short-term and medium-and long-term talent training plans and implementation measures, strictly assess, ensure the implementation of objectives, and combine training development with demand. Relevant government departments, trade associations, colleges and enterprises can strengthen the coordination and management of exhibition vocational training, jointly carry out vocational training, and accelerate the brand building of exhibition training. Training should be regular, combining internal and external, and combining long-term and short-term training. Through the prediction and planning, training and use, configuration and management of human resources, a lean, efficient and complete professional technical team and management team that can undertake the whole process of the exhibition can be established to avoid the blindness of talent training.

3. Establish an open concept of talent training.

Talent is the most active factor in the exhibition industry. Without a team of high-quality professionals, it is unthinkable to run a high-standard and high-quality exhibition well. Due to the early development of standardized exhibitions abroad and rich experience in personnel training, many detours can be avoided by cooperating with foreign universities, relevant international organizations and famous exhibition enterprises, absorbing advanced school-running experience and teaching system and fully occupying industry information. In addition, we should also improve the professional level of exhibition personnel through various forms such as "please come in and please go out". For example, sending professionals abroad for training, or directly importing exhibition experts and talents from abroad, or hiring famous foreign exhibition experts to give lectures and guidance, absorbing advanced foreign theories and practices, learning their experience in holding and organizing exhibitions, strengthening exchanges and communication with foreign exhibition industry, and rapidly raising awareness and forms, so as to improve the professional level of exhibition professionals and make China exhibition industry enter the track of international development as soon as possible.

4. Standardize the talent standards of the exhibition industry.

With the in-depth development of convention and exhibition industry, talents are no longer single. It needs compound talents who have the ability of modern public relations and organizing exhibitions and master modern technology, equipment and means. Therefore, it is beneficial to the cultivation and management of exhibition talents and the flow of exhibition talents among different enterprises to establish their own talent evaluation standards within the exhibition industry and formulate corresponding talent evaluation standards for different exhibition posts. The standards for measuring talents in the exhibition industry mainly include: first, knowledge elements, namely academic qualifications; The second is the ability factor, that is, experience; The third is the performance factor, that is, the contribution. At the same time, the talent standard of exhibition industry should cover not only exhibition talents with academic qualifications and professional titles, but also exhibition talents with special skills without academic qualifications and professional titles. This ensures that in the exhibition industry, a good situation will be formed in which the able can live.

5. Strengthen the cultivation of exhibition professionals in colleges and universities.

First, give play to the leading role of the education department and make it clear that colleges and universities should set up exhibition-related majors according to the characteristics of the original disciplines and the types of exhibition talents. Encourage colleges and universities to give full play to their professional expertise, build characteristic majors, carry out dislocation competition, strictly review the setting of exhibition majors, prevent the phenomenon of "professional setting following suit, conditional or unconditional", and ensure that exhibition talents are trained with emphasis and high starting point. Second, colleges and universities should truly feel the particularity of the exhibition industry itself and cultivate exhibition talents in combination with actual needs. Especially in the process of cultivating applied talents, we should take the road of running schools in cooperation with the industry. Specifically, schools and enterprises can build practical teaching bases, cooperate with them to carry out teaching activities, and increase the opportunities for teachers and students to get in touch with practice directly. Schools should strengthen the construction of practice bases and the information feedback of professional graduates, and make timely and necessary adjustments to professional teaching; Graduation practice, graduation design or thesis are combined with employment orientation, which involves professional posts relatively early. Third, do a good job in the construction of exhibition management teachers, do a good job in basic work such as textbook compilation, theoretical research and teaching base construction, and build a team of exhibition management teachers with strong professionalism and sense of responsibility, proficient in exhibition management theory, strong practical ability and reasonable age structure.

In a word, China's convention and exhibition industry is developing rapidly, and the problem of talent supply and demand is outstanding, so it is urgent to cultivate convention and exhibition talents. Therefore, the government, society, universities, trade associations and enterprises should play their respective roles in the training of exhibition talents, attach importance to and support the development and training of exhibition talents, and ensure the healthy development of China's exhibition industry.

refer to

[1] package,: exhibition economy-a new economy with unlimited business opportunities [M], Southwest University Press, 2000(5).

[2] Ji Chunhong. Training exhibition talents-application or research [N], china trade news, 2005-7- 18.

[3] Ma Bokai: Exhibition professionals are promising [N], Beijing Youth Daily, 2003-2-24.

[4] Huang Shang. Training strategy and implementation of foreign professionals [M], Social Science Literature Publishing House, 2006( 10).

Talking about the exhibition human resources —— Comparison of the development of exhibition industry at home and abroad

Convention and exhibition industry is the product of the development of market economy system to a certain extent, which has a certain pulling effect on related industries and plays an increasingly important role in the national economy. In recent years, China's convention and exhibition industry has flourished in large and medium-sized cities across the country. Based on the successful experience of foreign countries, this paper studies the present situation and problems of the development of China's convention and exhibition industry, and discusses the countermeasures for the development of China's convention and exhibition industry.

Keywords: comparative thinking of convention and exhibition industry

Characteristics and trends of international convention and exhibition industry development

Specialization of the host institution

In 1960s, many professional exhibitions were sponsored by trade associations. With the fierce competition between exhibitions, more and more trade associations sell their exhibitions to professional exhibition companies or form joint-stock companies with professional exhibition companies. Trade associations only keep certain shares and hand over all or part of exhibition operations to exhibition companies. For example, the famous French International Men's Wear Exhibition (SBHM) was originally owned by the French Men's Wear Industry Association, but due to poor management, all its shares have been sold to a professional exhibition company.

The collectivization of exhibition companies

With the increasing market demand for exhibitions, exhibition companies are required to invest heavily in capital, human resources and international networks. Small exhibition companies are often submerged and merged by large exhibition companies, forming a trend of collectivization of exhibition companies. For example, France is one of the most developed countries in the exhibition industry in the world. In the French exhibition market, the main groups are Aibo Exhibition Group, Bowen Group, Paris Exhibition Committee and Reed Exhibition Group.

Exhibition brand

At the beginning of the development of international convention and exhibition industry, there are often many exhibitions in the same economic field. After the survival of the fittest and natural selection in the market, the "brand exhibition" in a certain field has been done well and established its dominant position. For example, France has BATIMAT exhibition in building materials field, STLA exhibition in food field, EMBALLAGE exhibition in packaging field and SIMA exhibition in agriculture field.

Internationalization of exhibition

With the development of economic globalization, international professional exhibitions held in a country can no longer be satisfied with attracting domestic visiting customers and exhibitors, so we must find customers in a larger geographical scope. With the intensification of international exhibition competition, in order to survive and develop, international exhibitions strive to improve the internationalization level of exhibitions and increase the proportion of foreign exhibitors and visiting customers. For example, from 199 1 to 200 1 at the end of the year, the number of professional fairs in France increased from 167 to 2 12, and the number of international exhibitors and visitors increased by 36.6% and 25.6% respectively.

Comparative analysis of the development of convention and exhibition industry at home and abroad

The gap of management system

The management of foreign convention and exhibition industry mainly depends on self-discipline mechanism and self-discipline norms, and government intervention is generally reflected in the investment in infrastructure and the assistance of international large-scale exhibitions. However, there is no unified exhibition management department and industry self-discipline organization in China, which is manifested in the fact that there are many channels and policies for exhibition approval, which leads to the phenomenon of repeated exhibitions and multiple exhibitions. In addition, due to the fact that China has not yet certified the qualifications of exhibition organizers, the quality of exhibition organizers is mixed, which affects the overall quality of the exhibition industry.

The gap between exhibition venues and facilities

Compared with developed countries, China's exhibition halls are obviously small in scale, single in function, low in utilization efficiency and lack of competitiveness, which cannot meet the objective needs of the rapid development of convention and exhibition industry. In addition, backward facilities are another problem. Mainly manifested in poor decoration and backward equipment. For example, China International Exhibition Center, which was put into operation in 1990s, has obviously failed to keep up with the development of exhibition economy in terms of architectural design, exhibition equipment and other hardware facilities. In order to meet the requirements of the international auto show held here in 2000, we had to invest 2 million yuan in air conditioning renovation of Hall 1-7. Foreign pavilions are not only large in area, but also very convenient in transportation. Trains, subways, helicopters and other means of transportation can go directly to the exhibition hall. The exhibition venue provides a full range of services, including conference rooms, office space, banks, post offices, customs, aviation, translation, daily necessities, shops, restaurants, warehouses, parking lots and so on. The overall service system makes the exhibition hall a city within a city. Compared with foreign countries, China's exhibition facilities, such as catering, transportation, communication and other supporting facilities, also have a great gap, especially the application of network information technology in domestic exhibition halls is not universal, which restricts the improvement of domestic exhibition level.

Service level gap

At present, among more than 30 domestic exhibitions, only a few have set up relevant service providers, legal consulting institutions and professional visitors' sign-in systems. In most cases, some problems encountered by visitors and visitors during the exhibition are difficult to solve, and the situation after the exhibition is unknown. At the same time, there are still some shortcomings in the construction of hardware facilities, such as no post office, necessary commercial service departments and special line transportation. And these aspects can be said to be readily available at foreign exhibitions. Germany, France and other countries have a set of mature exhibition service operation mode. Organizers appear as customer service, operate according to the requirements of marketization, commercialization and specialization, and provide "one-stop service". All-round, thoughtful and satisfactory service provides great convenience for exhibitors and customers, which not only facilitates exhibitors to successfully achieve their exhibition purposes, but also cultivates customer loyalty and establishes a good brand image for the exhibition.

Shortage of exhibition talents

The exhibition industry needs strong business guidance and professional training. Universities in Germany, Britain and other countries all have exhibition majors, which systematically teach students the theoretical knowledge of exhibition. Some trade organizations have established and created a set of systematic and complete professional training plans and contents, giving students various opportunities through classroom study, work practice, participation in community activities, examinations and other means. They will get a certain score after completing a professional test. After accumulating a certain score, the association will reward one. Strict and systematic personnel training has laid a solid intellectual foundation for the healthy development of the convention and exhibition industry, making developed countries always occupy an absolute advantage in the competition of the convention and exhibition industry. At present, compared with advanced countries, the skill management level of exhibition practitioners in China, whether exhibition organizers, exhibition managers, construction workers or other personnel who provide services for exhibitions, is very lacking, and there is a clear gap between China and developed countries in the exhibition industry.

Countermeasures for Vigorously Developing China's Convention and Exhibition Industry

Strengthen government macro-control and improve relevant laws and regulations.

The state should strengthen macro-control, optimize the allocation of resources and cultivate a world-class exhibition city. For example, Beijing, Shanghai, Guangzhou, Dalian and other cities have comprehensive advantages in economy, transportation, information, talents and services, and the convention and exhibition industry has begun to take shape, so the state should focus on supporting and cultivating it; The state should also set up a unified exhibition management organization, formulate the market access mechanism and organizer qualification of exhibitions, conduct market-oriented and dynamic evaluation and certification of exhibition quality and exhibition company qualification, and standardize the development of exhibition industry.

China should also formulate laws and regulations such as the Convention and Exhibition Law and the Convention and Exhibition Market Access Regulations, so as to effectively supervise the convention and exhibition industry and make it step by step on the legal track. By improving the "rules of the game" of the convention and exhibition industry, China's convention and exhibition industry will have laws to follow and rules to follow, and an open, fair and just convention and exhibition environment and competition order will be established, so that the operation of China's convention and exhibition industry will be standardized and internationalized, and gradually be in line with international practices.

Scientific planning and rational layout

The development of convention and exhibition industry should be the same as other industries, and should adapt to the development scale of our national economy. Drawing on the development experience of convention and exhibition industry at home and abroad, too many exhibition halls are not conducive to the development of convention and exhibition industry. According to the geographical environment and economic development level of various regions and cities, social resources should be rationally allocated according to local conditions, and exhibition halls and projects should not be blindly built. Before holding the exhibition, we should fully investigate and analyze the market, change the operation mode of blindly holding the exhibition and holding the exhibition at a low level, strive for the famous brand exhibition, and make the exhibition take the strategic road of theme and quality. For example, the specialization and branding of Beijing's pavilions have begun to appear, and its three major pavilions-China International Exhibition Center, China International Trade Center and China International Science and Technology Exhibition Center have basically formed brands focusing on auto show, housing exhibition and science and technology exhibition respectively. At the same time, the transportation, communication and other hardware facilities of the exhibition hall and even the whole city should also keep up to meet the needs of the development of exhibition economy. In addition, with the development of the Internet, we can also set up virtual exhibition halls on the Internet. In particular, some small-scale exhibition halls or exhibition companies with good reputation and rich management experience can conduct business through online exhibitions, saving a lot of time and money, avoiding the defects of large investment and long construction period in exhibition hall construction, thus improving the economic benefits of the exhibition.

Strengthen the cultivation of exhibition talents

With the continuous improvement of the scientific and technological content of the exhibition industry, especially the development of online exhibitions, the quality of employees in the exhibition industry has improved. Higher requirements are put forward for the quality of exhibition personnel. Therefore, it is urgent to cultivate high-quality professional exhibition talents. In order to solve the shortage of exhibition talents in China as soon as possible, colleges and universities should set up exhibition management specialty, which should be included in the national education series to cultivate exhibition professionals; At the same time, attract foreign high-level exhibition companies to China for special training, hold exhibitions and set up joint ventures for exhibition practitioners in China, encourage foreign investors to invest in the construction of exhibition venues and comprehensive supporting facilities, and learn from foreign advanced technology and exhibition skills. In addition, experts at home and abroad can be invited to introduce the knowledge form of exhibition organization and design, so as to improve the management skills of exhibition practitioners. Strengthen the qualification appraisal of employees and improve the quality of exhibitors at different levels in a planned and purposeful way. At the same time, authoritative convention and exhibition industry associations should be allowed to organize high-level convention and exhibition economic forums from time to time to study the new situation, new opportunities and new problems faced by the current convention and exhibition economy, absorb the valuable opinions of experts and scholars at home and abroad, improve the theoretical understanding of convention and exhibition economy, combine the theory with practice of convention and exhibition organizers, make the skills of holding exhibitions leap from quantitative accumulation to qualitative one, and make the overall level of China convention and exhibition industry reach a new level.

Increase government support.

Throughout the development history of the world convention and exhibition industry, Germany, the United States, France, Singapore and other developed countries have given strong support to their own convention and exhibition industry. For example, the exhibition venues in Germany are mainly invested or funded by the government. In this regard, China should learn from the successful experience of European and American countries and vigorously promote the development of convention and exhibition industry. Policy input. In terms of financial policy, increase the number of bank loans and give low-interest or discount loans; In terms of land acquisition, priority should be given to ensuring the demand for land for the construction of exhibition venues, and the charging standards for exhibition venues should be reduced accordingly; In terms of taxation, tax reduction and exemption are given to exhibition enterprises. Economic input. In the investment and land investment of large-scale exhibition venues, part of the government investment participates in the venue construction in the form of government equity participation or government-entrusted enterprises equity participation, so as to reduce the investment pressure of investors. In addition, in order to promote the development of domestic enterprises, the government can provide certain financial support for enterprises to participate in exhibitions abroad.

Formulate brand strategy

We should establish a firm brand concept and realize that the only way for the rapid development of China's convention and exhibition industry is to take the road of brand development. Only by establishing such a brand concept can the brand development of convention and exhibition industry be implemented from the aspects of venue design, theme establishment, exhibition planning and exhibition organization management. Improve brand quality. Mainly from two aspects of hardware and software. The hardware facilities of the exhibition are an important factor affecting the brand quality. International famous brand exhibitions often use the most advanced equipment. Therefore, in order to achieve a leap in the brand quality of the exhibition, we must increase investment and lose no time to update the hardware equipment of the exhibition. The software of exhibition mainly refers to the professional service level of exhibition. On the one hand, exhibition enterprises should increase the introduction of professional talents, on the other hand, they should actively join international exhibition organizations to realize the integration of exhibition services with the international community through these channels.

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