As an independent economic entity, the convention and exhibition enterprise, in the increasingly competitive market environment, the relationship between the enterprise and the market is the most important and fundamental expression of the relationship between the enterprise and the customer relationship to get along how.
Problems in China's convention and exhibition customer relationship management:
?1, the convention and exhibition industry is a new industry, the start is relatively late, resulting in a lack of convention and exhibition talents with professional knowledge and experience, which determines the scale of convention and exhibition talents is not very strong; furthermore, there is a shortage of high-level convention and exhibition core talents, and most of the already staff have not been through the systematic training, the professionalism is not high, leading to the state exhibition talents scale is not very strong; furthermore, there is a shortage of high-level convention and exhibition core talents, and most of the already staff have not undergone systematic training. Professionalism is not high, leading to the backwardness of the enthusiasm of the national exhibition, the overall level of decline.
?2, the organization and management model backward, low level of service, no clear positioning of the market, and thus the decline in competitiveness, such as a number of exhibitions and conferences have no substantive content, and some are just haphazardly, without the formation of a unified leadership and procedures.
?3 Most of the exhibition venues are small, single-function, obsolete environment, and do not pay attention to maintenance and maintenance.
?4, the national exhibition exhibitors are not many famous brands, foreign business exhibitors are limited to a few countries and regions, some good exhibitions foreign exhibitors accounted for only about 10, so the expected effect of the exhibition.
5. The lagging behind of research on convention and exhibition theory. The practical activities of conference and exhibition industry need the guidance of conference and exhibition theory. In sharp contrast to the current "convention and exhibition fever", the research on convention and exhibition theories is lagging behind, which cannot provide strong theoretical support for the flourishing convention and exhibition industry, and even more so, it cannot cultivate high-level talents adapted to the development of the convention and exhibition industry.
The implementation strategy of domestic conference and exhibition customer relationship management improvement program proposal:
1, to create intellectual, creative economy of the cultural industry, and therefore the role of "people" is the key, the national exhibition needs to strengthen the construction of the talent team, especially to improve the construction of specialized personnel. On the one hand, we should introduce foreign exhibition talents and absorb their concepts and technologies in the operation and management of the exhibition industry; on the other hand, we should make full use of the exhibition professionals in colleges and universities, strengthen the practice of school students through the organization of some exhibitions, and at the same time, strengthen the shaping and cultivation of exhibition professionals in the aspects of planning and management, so as to create an excellent and experienced team of professionals who are familiar with the exhibition business for the exhibition industry. ?
2, strengthen the construction of basic service facilities. No matter what exhibition to maintain a good service quality must make the internal hardware and software environment are improved, hardware refers to the venue planning and construction of the exhibition industry to have a first-class scale and level, and at the same time also need a series of related supporting facilities, such as the construction of star hotel, catering, entertainment venues and other service facilities. The software environment is that the service consciousness and attitude of the exhibition hall personnel are always improved and strengthened to ensure the satisfaction of the exhibitors and visitors.
?3, strive for more cooperation and support of departments, play the role of government departments, government departments and the success of the exhibition industry in the place is closely related. Government departments need to utilize all human, financial and material resources to increase the cultivation, guidance and support for the exhibition industry in the region. There should be professional and considerate convention and exhibition services, including providing professional all-around convention and exhibition brand building services from market research, main project, planning program, advertisement and promotion, marketing means to on-site operation and exhibition summary, etc. There must be the support and recognition of industry associations to improve the reputation and foresight of the exhibition and to attract the support and accession of more foreign exhibitors.
?4, build a scientific exhibition education, teaching effect assessment system, strive to improve the quality of practitioners, design a reasonable exhibition course structure, according to the characteristics of the talent to build educational modules. This requires abandoning the traditional teaching mode and drawing on foreign development experience. For example, Germany's conference and exhibition education is mainly divided into business administration, exhibition management, conference management, large-scale event management and display design and construction in terms of professional curriculum setting, so we may as well pursue the fetishism. This kind of professional curriculum designed according to the characteristics of talents for exhibition is conducive to the construction of Chinese talents more, fast, good, provincial and construction. From a strategic point of view of the major universities and colleges of the convention and exhibition exhibition industry planning in order to receive beneficial results.