The detailed process of the exhibition \ x0d \ x0d \ I hope it will help you, thank you. \ x0d \ x0d \ 1。 The concept of copywriting in the preparatory stage of an exhibition: \ x0d \ x0d \ copywriting in the preparatory stage of an exhibition refers to all the written copywriting involved in the preparatory stage from determining the theme of the exhibition, collecting information, planning the exhibition project to the official opening of the exhibition. \x0d\\x0d\ II。 Types of copywriting in the preparatory stage of the exhibition: \ x0d \ x0d \ Generally speaking, copywriting in the preparatory stage of the exhibition includes exhibition proposal, feasibility study report on the establishment of the exhibition, exhibition description, exhibition invitation scheme, exhibition invitation, exhibition invitation schedule, audience invitation letter, exhibition contract, exhibition work plan, exhibition expense budget table and so on. \x0d\\x0d\ Copywriting of the second section in the preparatory stage of the exhibition \x0d\\x0d\ 1. The writing of exhibition project proposal \ x0d \ (1) The concept of exhibition project proposal: \x0d\\x0d\ so-called exhibition project proposal. Put forward the pre-planning contents of the proposed exhibition, mainly including: exhibition name and place, exhibition organization, exhibition scope, exhibition time, exhibition scale, exhibition positioning, exhibition invitation scheme, publicity and investment promotion scheme, exhibition progress scheme, site management scheme and related activities scheme. \ x0d \ x0d \ Exhibition project proposal is a set of exhibition planning, strategies and methods for planning and holding a new exhibition, which is a summary of the above contents. \x0d\\x0d\ (II) Content structure of the participation scheme: \ x0d \ x0d \ Generally speaking, the participation scheme mainly includes the following contents: \ x0d \ x0d \ 1 Analysis of the market environment for holding the exhibition: including the analysis of the industry and market where the exhibition theme is located. \ x0d \ x0d \ 2。 Put forward the basic framework of the exhibition, including the name and venue of the exhibition, the composition of the exhibition organization, the scope of exhibits, the exhibition time, the exhibition frequency, the exhibition scale and the exhibition positioning. \ x0d \ x0d \ 3。 Exhibition price and preliminary budget plan. \x0d\\x0d\4。 Division of labor plan for exhibitors. \ x0d \ x0d \ 5。 Exhibition invitation plan \ x0d \ x0d \ 6. Exhibition investment promotion plan. \x0d\\x0d\7。 Exhibition promotion plan. \x0d\\x0d\8。 Exhibition preparation schedule. \x0d\\x0d\9。 Exhibition service provider arrangement plan. \ x0d \ x0d \ 10, exhibition opening and site management scheme. \x0d\\x0d\ 1 1。 Related activities plan during the exhibition. \x0d\\x0d\ 12, exhibition settlement plan. \x0d\\x0d\ (3) Writing requirements of proposal for setting up an exhibition: \ x0d \ x0d \ 1. Exhibition name \ x0d \ x0d \ The name of an exhibition generally includes three aspects: basic part, limited part and industry logo. For example, the 93rd China Export Commodities Fair, if seated according to the above three contents, is the basic part of the fair, the limited part is China and the 93rd China Export Commodities Fair, and the industry logo is export commodities. \x0d\\x0d\ The following are some explanations of these three contents: \x0d\\x0d\ Basic part: used to express the nature and characteristics of an exhibition, and commonly used words are: exhibition, exposition, fair, fair and festival. \x0d\\x0d\ limited part: used to explain the time, place and nature of the exhibition. \ x0d \ x0d \ There are three ways to express the holding time of the exhibition: one is to use "duration". The second is expressed by "year" and the third is expressed by "season". Such as the 3rd Dalian International Fashion Festival, Guangzhou Expo in 2003, Frankfurt Spring Consumer Goods Exhibition, etc. Among these three expressions, "duration" is the most common one, which emphasizes the continuity of the exhibition. Those exhibitions that have just been held are generally expressed by "year". \ x0d \ x0d \ The location of the exhibition should also be reflected in the name of the exhibition, such as "Dalian" in the 3rd Dalian International Fashion Festival. \ x0d \ x0d \ The words that embody the nature of exhibition mainly include "international", "cosmopolitan", "national" and "regional". For example, the word "international" in the third Dalian International Fashion Festival indicates that this exhibition is an international exhibition. \x0d\\x0d\ industry logo: used to indicate the exhibition theme and the scope of exhibits. For example, the "clothing" in the third Dalian International Fashion Festival shows that this exhibition is an exhibition of the clothing industry. Industry identification is usually the name of an industry or a product category in an industry. \x0d\\x0d\2。 Exhibition venue \ x0d \ x0d \ Planning and choosing the exhibition venue includes two aspects: first, where the exhibition will be held, and second, which exhibition hall the exhibition will be held in. \x0d\\x0d\ Planning and choosing where to hold the exhibition means determining which country, province and city to hold the exhibition. \x0d\\x0d\ Planning which exhibition hall to hold an exhibition means choosing a specific exhibition venue. The specific choice of which exhibition hall to hold the exhibition depends on the theme and orientation of the exhibition. In addition, when choosing the exhibition hall, we should also consider the use cost of the exhibition hall, whether the exhibition arrangement meets our own requirements, and the facilities and services of the exhibition hall itself. \x0d\\x0d\3。 Exhibition organization \ x0d \ x0d \ exhibition organization refers to the relevant units responsible for organizing, planning, inviting and inviting investment for exhibitions. Exhibition organizations can be enterprises, trade associations, government departments and news media. \x0d\\x0d\ According to the different roles of each unit in holding an exhibition, an exhibition generally has the following types of exhibition organizers: organizer, organizer, co-organizer and supporting unit. \x0d\\x0d\ Organizer: the organizer who owns the exhibition and bears the main legal responsibility for the exhibition. The organizer legally owns the ownership of the exhibition \x0d\\x0d\ Organizer: The exhibition organizer who is directly responsible for the planning, organization, operation and management of the exhibition and bears major economic responsibilities for the exhibition. \ x0d \ x0d \ co-organizer: an exhibition organizer who assists the organizer or organizer in planning, organizing, operating and managing the exhibition, and partly undertakes the invitation, investment promotion and publicity of the exhibition. \ x0d \ x0d \ supporting unit: an exhibition organizing unit that supports the exhibition planning, organization, operation, management or investment promotion and publicity of the exhibition host or organizer. \ x0d \ x0d \ 4。 Exhibition time \ x0d \ x0d \ exhibition time refers to the planned time of the exhibition. The exhibition time has three meanings: first, it refers to the specific date of the exhibition. The second refers to the date of preparation and withdrawal. Third, it refers to the date when the exhibition is open to the audience. \ x0d \ x0d \ There is no uniform standard for the length of exhibition, depending on different exhibitions. Some exhibitions can last for a long time, such as the "World Expo" that lasts for several months or even half a year; Professional trade exhibitions, which account for the vast majority of the exhibitions, generally last for 3-5 days. \x0d\\x0d\5。 Scope of Exhibits \ x0d \ x0d \ The scope of exhibits in the exhibition should be determined according to the positioning of the exhibition, the advantages and disadvantages of the exhibition organization and other factors. \x0d\\x0d\ According to the orientation of the exhibition, the scope of exhibits can include one or several industries, and can also include one or several product categories in one industry. For example, the "Expo" and "Fair" have a wide range of exhibits, such as the "Canton Fair", with more than 6,543,800 exhibits, which are almost all-encompassing; However, the Frankfurt International Automobile Exhibition in Germany exhibited very few industries, only the automobile industry. \ x0d \ x0d \ 6。 Spreading frequency \ x0d \ x0d \ Spreading frequency refers to whether it is held several times a year or several years or irregularly. Judging from the actual situation of the convention and exhibition industry, the number of exhibitions held once a year is the largest, accounting for about 80% of the total number of exhibitions. There are also many exhibitions that are held twice a year and biennially, and there are fewer and fewer irregular exhibitions. \ x0d \ x0d \ The determination of exhibition frequency is restricted by the characteristics of the industry where the exhibition theme is located. We know that almost every industry's products have a life cycle, and the life cycle of products has a significant impact on the frequency of exhibitions. \ x0d \ x0d \ The investment period and growth period of products are the golden period for enterprises to participate in the exhibition, so we should firmly grasp these two periods in frequency expansion. \ x0d \ x0d \ 7。 Exhibition scale \ x0d \ x0d \ Exhibition scale includes three meanings: one is the exhibition area, the other is the number of exhibitors, and the third is the number of visitors. When planning an exhibition, we should predict and plan these three aspects. \x0d\\x0d\ When planning the exhibition scale, we should fully consider the industry characteristics. The scale of the exhibition will also be limited by the number and quality of the audience. \x0d\\x0d\8. Exhibition positioning \x0d\\x0d\ Generally speaking, exhibition positioning is to clearly tell exhibitors and visitors what this exhibition is. Specifically, exhibition positioning means that exhibition organizations establish and develop their own differentiated competitive advantages according to their own resource conditions and market competition, so that their exhibitions can be held among exhibitors and audiences. \x0d\\x0d\ The orientation of the exhibition should be clear about the target exhibitors and audiences, the exhibition objectives and the exhibition theme. \x0d\\x0d\9。 Exhibition price and exhibition preliminary budget \ x0d \ x0d \ exhibition price is to set a suitable price for booth rental. Booth prices often include indoor exhibition prices and outdoor exhibition prices, and indoor exhibition prices are divided into open space prices and standard floor prices. \x0d\\x0d\ When setting the exhibition price, the principle of "excellent location and excellent price" is generally followed, that is, the price of booths with easy display and large audience flow is often higher. The preliminary budget of exhibition is a preliminary budget for all kinds of expenses and expected income of holding exhibition. \x0d\\x0d\ When planning to hold an exhibition, it is very important to determine an appropriate price for the exhibition according to the market situation, so as to attract the target exhibitors to participate. \ x0d \ x0d \ 10, personnel division, invitation and promotion plan \ x0d \ x0d \ personnel division plan, invitation and promotion plan are the concrete implementation plans of the exhibition, and these four plans will affect each other in concrete implementation. \ x0d \ x0d \ The personnel division plan is to make overall arrangements for the work of exhibition staff. \ x0d \ x0d \ exhibitor plan is mainly a variety of strategies, measures and methods to attract enterprises to participate in the exhibition. \ x0d \ x0d \ investment promotion plan is mainly a variety of strategies, measures and methods to attract visitors to the exhibition. \ x0d \ x0d \ publicity and promotion planning is to establish the brand and image of the exhibition and serve the investment attraction of the exhibition. \x0d\\x0d\ 1 1, exhibition schedule, site management plan and related activity plan \x0d\\x0d\ exhibition schedule is the overall arrangement of the invitation, investment promotion and booth division of the exhibition. It stipulates what work should be completed at what stage in the preparation process of the exhibition until the exhibition is successfully held. If the exhibition schedule is well arranged, the preparations for the exhibition can be carried out in an orderly manner. \ x0d \ x0d \ Site management scheme is a variety of schemes for effective management of the exhibition site after the opening of the exhibition, which generally includes opening scheme, exhibition venue management scheme, audience registration scheme, exhibition withdrawal scheme, etc. If the site management plan is well arranged, the exhibition site will be orderly and the exhibition will be orderly. \x0d\\x0d\ Exhibition-related activities plan is the plan of various related activities held in the same period during the exhibition. The most common related activities held in the same period with the exhibition are technical exchanges, seminars and various performances, which are beneficial supplements to the exhibition. \x0d\\x0d\ II。 Writing of feasibility study report on the establishment of exhibition project \ x0d \ (1) Concept of feasibility study report on the establishment of exhibition project \ x0d \ x0d \ The completion of the establishment plan of exhibition project does not mean that the exhibition that has been established can be held. The project is only to put forward preliminary opinions on the theme of the exhibition and how to hold it, and to formulate a preliminary plan. As for whether the exhibition can really be held and whether the plan is really feasible, it is necessary to analyze the feasibility of the exhibition projects and plans. The conclusion of feasibility analysis and other factors that must be considered are the final basis for determining whether the exhibition can be held finally. \ x0d \ x0d \ The feasibility study report on the establishment of exhibition project is a research report completed on the basis of feasibility analysis on the establishment of exhibition project. Feasibility analysis of exhibition project establishment is the continuation of exhibition project establishment planning. The project planning of exhibition projects is to put forward what the planned exhibition is "like" on the basis of mastering all kinds of information; The feasibility analysis of exhibition project is based on careful study of all kinds of information, in-depth analysis of the feasibility of "such an exhibition" proposed by exhibition project planning, and provides scientific decision-making basis for whether to hold an exhibition in the end. \ x0d \ x0d \ If the feasibility analysis proves that the planned exhibition market conditions are available, the project has vitality, various implementation schemes are reasonable, the project is economically feasible, with little risk and certain social benefits, then the project can be decided to hold an exhibition through project planning. \x0d\\x0d\ (II) Content structure of the feasibility study report on the establishment of exhibition project \ x0d \ x0d \ The feasibility study report on the establishment of exhibition project should systematically evaluate and explain whether the establishment of exhibition project is feasible, and provide improvement basis and suggestions for the final improvement of the specific implementation plan for the establishment of exhibition project. Therefore, the feasibility study report of exhibition project mainly includes the following contents: \ x0d \ x0d \ 1, market environment analysis \ x0d \ x0d \ (1) Macro market environment: including population environment, economic environment, technical environment, political and legal environment, social and cultural environment, etc. \x0d\\x0d\(2) Micro-market environment: including the internal environment of the exhibition organization, target customers, competitors, marketing intermediaries, service providers and the public. \x0d\\x0d\(3) Market environment evaluation: SWOT analysis, that is, the analysis of internal strengths, internal weaknesses, external opportunities and external threats. \x0d\\x0d\2。 Vitality analysis of exhibition project \ x0d \ x0d \ (1) Project development space: that is, analyze whether the industrial space, market space, regional space and policy space of the exhibition venue are available. \x0d\\x0d\(2) Project competitiveness: including attraction of exhibition positioning, brand influence of exhibition organization, composition of exhibitors and audience, exhibition price, exhibition service, etc. \x0d\\x0d\(3) Analysis of the advantages and disadvantages of exhibition organizations \x0d\\x0d\3. Analysis of Exhibition Implementation Plan \x0d\\x0d\ 1) Evaluate the basic framework of the planned exhibition, including: \x0d\\x0d\ (. \ x0d \ x0d \ (2) Whether the exhibition time and frequency conform to the characteristics of the industry where the exhibits are located. \x0d\\x0d\(3) Whether the exhibition venue is suitable for holding exhibitions in the industry where the exhibits are located. \x0d\\x0d\(4) Can an exhibition of this scale and orientation be held in the industry where the exhibits are located? \x0d\\x0d\(5) Can the exhibition organizer hold an exhibition of this scale and orientation within the planned exhibition time? \x0d\\x0d\(6) Is the exhibition organization familiar with the industry where the exhibits are located? \x0d\\x0d\(7) Whether there is any conflict between the orientation and scale of the exhibition. \ x0d \ x0d \ 2) Investment promotion and promotion scheme evaluation \ x0d \ (1) Investment promotion scheme evaluation \ x0d \(2) Investment promotion scheme evaluation \x0d\\x0d\(3) Promotion scheme evaluation \ (2) Cost forecast. That is, renting exhibition venues and all kinds of expenses incurred therefrom. These expenses include: rental of exhibition venue, air conditioning fee of exhibition hall, special floor installation fee, standard floor construction fee, carpet laying fee of exhibition hall, overtime pay for booth installation, etc. \x0d\\x0d\2) Exhibition promotion fee. Including advertising fees, exhibition materials design and printing fees, materials mailing fees, press release membership fees, etc. \x0d\\x0d\3) Exhibitors and investment promotion expenses. \x0d\\x0d\4) Related expenses. Including technical exchange meeting, seminar and exhibition opening ceremony, guest reception, cocktail party, exhibition site layout, gifts, temporary personnel expenses, etc. \x0d\\x0d\5) Office expenses and personnel expenses. \x0d\\x0d\6) Taxes \x0d\\x0d\7) Other unforeseen expenses \x0d\\x0d\(3) Revenue forecast \ x0d \ x0d \ The revenue from holding exhibitions generally includes: \ x0d \ x0d \. 4) Other related income \x0d\\x0d\(4) breakeven analysis \x0d\\x0d\(5) cash flow analysis \ x0d \1) net present value analysis \ x0d \ x0d \ 2) net present value rate analysis \ (/) Suggestions for improvement \ x0d \ x0d \ In view of the above problems, this paper puts forward some suggestions for improving the planning of exhibition projects, and points out the direction that should be worked hard for successfully holding the exhibition. \x0d\\x0d\8。 Direction of Efforts \ x0d \ x0d \ According to the purpose and objectives of the exhibition, on the basis of the above analysis, and in view of the existing problems, put forward other conditions and direction of efforts to run the exhibition well. \x0d\\x0d\ (III) Requirements for writing feasibility study report of exhibition project \ x0d \ x0d \ The feasibility study report of exhibition project is an important basis for exhibition institutions to decide whether to hold exhibitions or not. Therefore, the writing of the feasibility study report of exhibition project establishment must be true and sufficient in materials, objective and scientific in analysis, and accurate and reasonable in judgment. \ x0d \ x0d \ 1, market environment analysis \ x0d \ x0d \ Market environment analysis is the first step in the feasibility analysis of exhibition projects, which is based on the planning of exhibition projects to further analyze and demonstrate whether there are all kinds of market conditions for holding exhibitions and whether there are all kinds of policies and social foundations needed for holding exhibitions. Market environment analysis should not only study the existing market conditions, but also predict their future changes and development trends, so as to make the conclusions drawn from the feasibility analysis of the project more scientific and reasonable. \ x0d \ x0d \ Market environment analysis is to analyze whether there are conditions for holding exhibitions from the external factors of planning exhibition projects; The vitality analysis of the exhibition project is to analyze whether the exhibition has development prospects from the planned exhibition project itself. To analyze the vitality of the exhibition project, we should not only analyze the vitality of one or two exhibitions, but also analyze the long-term vitality of the exhibition, that is, whether there is a future for the exhibition after more than five exhibitions. \x0d\\x0d\2。 Vitality analysis of exhibition project \ x0d \ 3. Analysis of exhibition execution scheme \ x0d \ x0d \ The analysis of exhibition execution scheme is based on the planned exhibition project itself, and it analyzes whether various execution schemes to be implemented in the exhibition project are complete and can ensure the realization of the exhibition planning objectives. The object of the analysis of the implementation plan of the exhibition is the various implementation plans of the exhibition, and the focus of the analysis is whether the various implementation plans are reasonable, complete and feasible. \ x0d \ x0d \ What needs to be emphasized is that when evaluating the basic framework of the exhibition, the key point is not to analyze whether the planning arrangement of a certain factor that constitutes the basic framework of the exhibition is reasonable and feasible, but to analyze whether the basic framework of the exhibition is reasonable and feasible as a whole. Because, although the planning arrangement of every element that constitutes the basic framework of the exhibition may be reasonable and feasible, the basic framework of the exhibition composed of these elements may be unreasonable and infeasible as a whole. Therefore, in order to avoid the phenomenon of "individual rationality and group conflict", it is very important to evaluate the basic framework of the exhibition. \x0d\\x0d\4。 Financial analysis of exhibition projects \ x0d \ x0d \ Financial analysis of exhibition projects is to analyze and calculate the expenses and benefits of holding exhibitions from the financial point of view of exhibition organizations. The main purpose of financial analysis of convention and exhibition project is to analyze whether the planned convention and exhibition is economical and feasible, and to clarify the fund use plan of the upcoming convention and exhibition. \x0d\\x0d\5。 Risk prediction \ x0d \ x0d \ From the perspective of feasibility analysis of exhibition projects, the risk is that the plan and actual income of exhibition organizations deviate from expectations due to some unpredictable and uncontrollable factors in the exhibition process, thus making the plan of exhibition organizations fail; Or even if the exhibition is held as scheduled, the exhibition institutions may suffer certain economic losses. \x0d\\x0d\6。 Existing problems \ x0d \ x0d \ include all kinds of problems found in the establishment of exhibition projects through the above feasibility analysis, as well as other problems found by researchers outside the feasibility analysis that may have an impact on the exhibition. \x0d\\x0d\7。 Suggestions for improvement \ x0d \ x0d \ In view of the above problems, this paper puts forward some suggestions for improving the planning of exhibition projects, and points out the direction that should be worked hard for successfully holding the exhibition. \x0d\\x0d\8。 Direction of Efforts \ x0d \ x0d \ According to the purpose and objectives of the exhibition, on the basis of the above analysis, and in view of the existing problems, put forward other conditions and direction of efforts to run the exhibition well. \x0d\\x0d\ 1。 Project startup \x0d\ 1. Working time arrangement; Including feasibility report analysis, specific implementation plan and detailed list of publicity expenses. \x0d\\x0d\( 1) includes the conditions for feasibility report analysis and project establishment; Conduct market research \ x0d \ x0d \ whether the profit growth point of the project is enough for large industries \ x0d \ x0d \ regions to consider. According to the local actual characteristics, the project should conform to the local regionality. \ x0d \ x0d \ timeliness or seasonal consideration. The content of the project should conform to the seasonal characteristics, such as no fan exhibition in winter. \x0d\\x0d\ At the same time, we should consider avoiding conflicts of well-known domestic exhibitions. \x0d\\x0d\(2) Specific implementation plan \x0d\\x0d\(3) Detailed list of publicity expenses \ x0d \ x0d \ a, advertising investment time period \ x0d \ x0d \ Take 4-6 months as an example, the general advertising investment time period is: project startup. About three months, the key investment is 30% ~ 40% of the total publicity expenses [mainly in professional media and a small amount in mass media]; One month before the launch, 40% of the total publicity expenses [mainly invested in mass media, 20% in mass media and 20% in professional media] \ x0d \ x0d \ b, advertising forms \ x0d \ x0d \ outdoor advertising (mainly POP boards, body advertisements, banners on both sides of the road, etc.). ), mainly using these advertisements. Magazine, newspaper and media advertisements (mainly professional magazine media and mass magazine media, etc.). , these advertisers are mainly conducted before and during the exhibition) \ x0d \ x0d \ 2. Find the organizer. \x0d\\x0d\( 1) Conditions of the organizer: authoritative and well-known in the local area \x0d\\x0d\(2) Mode of cooperation: one mode of cooperation provides some services to the other company, and the cost is a few percent of the exhibition profit; Another form is that the other company is only in nominal form and takes a one-time payment. \x0d\\x0d\3。 Apply for various approvals \ x0d \ 4. Contact the venue \ x0d \ x0d \ Taking Chengdu as an example, the Sichuan Provincial Exhibition Hall mainly focuses on mass exhibitions, which mainly attracts people's attention; The International Convention and Exhibition Center mainly holds professional exhibitions. \x0d\\x0d\5。 Contact the propaganda media \ x0d \ (1) Target: professional media and mass media \ x0d \ x0d \ (2) Method: direct payment; Trade the advertisement in our magazine for the booth. \x0d\\x0d\6。 Make an invitation letter (attached) \ x0d \ x0d \ 7. Establish a customer list (collected through magazines, magazines, websites, etc.). )\x0d\\x0d\ 2。 Launch an exhibition \ x0d \ x0d \ 65438+.