Based on the brand development of Hangzhou exhibition industry, the 11th West Expo will enjoy the quality life of Hangzhou around * *, strengthen brand planning and packaging, brand support and cultivation, brand marketing and promotion, brand maintenance and management, do a good job in building exhibition brands, build a series of exhibitions with quality of life, make Hangzhou exhibition brands bigger and stronger, and show the style of "City of Quality Life". The existing and newly introduced exhibitions and festivals are integrated and packaged into a series of exhibitions with quality of life, such as leisure life, beautiful life, comfortable life, digital life, entrepreneurial life, cultural life, healthy life, artistic life, study life, etc., so that relevant conferences, exhibitions and festivals echo the city brand of "City of Quality of Life" from different dimensions and fields, forming a multi-dimensional system with the theme running through.
First, brand planning and packaging. By making exhibition activities, introducing and integrating project work plans and specific measures, the exhibition festival activities are planned and packaged, and the "quality of life" serialized exhibition activities are implemented. At the same time, we will design and introduce some exhibition activities in line with the purpose of "City of Quality of Life" to enrich the existing exhibition activities.
1. Plan and package the project to form a series.
(1) Leisure Life Project
Taking leisure life as the connotation, the series is formed by connecting the International Tourism Festival of West Expo, Hangzhou Branch of World Car Drifting Series, China Yuhang Chaoshan Plum Blossom Festival, Qiandao Lake Xiushui Festival, Wu Shan Happy Shopping and Leisure Development International Forum, China Hangzhou Leisure Industry Expo, Monaco Royal Ballet Performance, Asia-Pacific Modern Latin Dance Open, China (Hangzhou) Outdoor Furniture and Leisure Products Exhibition and other exhibition activities.
(2) Beautiful Life Project
This series, with the connotation of a better life, is made up of the Hangzhou West Lake International Fireworks Conference, the Wedding Ceremony of the Love of the West Lake, the "Paradise Silk" Hangzhou (International) Silk Fashion Week, the China International Silk Expo, the China International Women's Wear Exhibition, the "Wulin Fashion Show" Women's Wear Week, and the wedding fair.
(3) Comfortable life project
With comfortable life as its connotation, China (Hangzhou) Best Living Environment Exhibition, China Hangzhou International Automobile Industry Expo, China Zhejiang Home Building Materials Expo, China (Hangzhou) International Home and Scientific Sleep Forum, Hangzhou Famous and Special Products Exhibition, China (Zhejiang) International Furniture Exhibition, Zhejiang Real Estate Expo, Hangzhou Livable Life Festival, Hangzhou Quality of Life Exhibition and other exhibition activities are connected in series to form a series to launch "Harmonious Life".
(4) Digital Life Project
Taking digital life as the connotation, the exhibition activities such as China Hangzhou International Electronic Information Industry Expo, Global Online Business Conference, Hangzhou E-sports Festival, International Transmission and Coverage Seminar and China (Hangzhou) International Computer Festival are connected in series to form a series.
(5) Entrepreneurial life project
With entrepreneurial life as its connotation, China-Arab Cooperation Forum, Antai Insurance Conference, Prudential Insurance Conference in Hong Kong, Zheshang Forum, APEC SME Summit, China Top 500 Enterprise Conference, Hangzhou Businessmen Conference, China (Hangzhou) Shop Exhibition, Hangzhou Financial Expo, Financial Service Outsourcing Seminar, West Lake International SME Seminar, Hangzhou Investment Cooperation Week, Hangzhou Talent Exchange Conference and Circular Economy Industry Expo are connected in series to form a series.
(6) Cultural life projects
Taking cultural life as the connotation, the Southern Song Culture Week, Hangzhou Longmen Ancient Town Folk Customs Festival, Hangzhou International Wedding Customs Culture Festival, China China Time-honored Boutique Expo, Hangzhou Xixi Culture Festival, China Folk Artists Festival, Korean Culture Week, Philippine Culture Week, Asian Oceania Folk Art Festival and other exhibition activities are connected in series to form a series.
(7) Healthy Living Project
Taking healthy living as the connotation, the series is formed by connecting the international academic conference on pharmacology of natural medicines and traditional medicines, Fuchunjiang Sports Festival, China (Hangzhou) International Women and Baby Expo, Canal Fashion Fitness Festival, Qiantang River Swimming Competition, Qiantang River International Surfing Invitational Tournament and other exhibition activities.
(8) Art life projects
With cultural and creative life as its connotation, West Lake Art Expo, Hangzhou West Lake Modern Music Festival, Poster Biennale, China (International) Art Design Seminar, China International Sculpture Yearbook Exhibition, China (Hangzhou) Art and Creative Industry Expo, Pictorial West Lake International Art Forum and China Arts and Crafts Boutique Expo will be connected in series to create a good atmosphere of cultural creativity and artistic life in Hangzhou.
(9) study and life projects
Taking study life as the connotation, the exhibition activities such as international Argo scientific group meeting, China Hangzhou International Education Innovation Conference, famous teachers and principals forum and 2 1 century learning international forum are connected in series to form a series.
2. Hold the first Hangzhou Quality of Life Exhibition. With the theme of "Show Life, Improve Quality", during the series of activities of 2009 Hangzhou Quality of Life Exhibition, the first quality of life exhibition was held based on the results of the quality of life evaluation and quality of life visual photography contest held for five consecutive years. Through interactive and experiential display forms, the achievements of Hangzhou's quality of life construction are displayed intensively, forming a platform to show the connotation and spread the concept of Hangzhou's quality of life.
3. Connect with the World Expo and integrate into the second leisure Expo. In order to further implement the spirit of Hangzhou Modern Service Industry Development Conference and achieve the overall goal of Hangzhou's modern service industry development well and quickly, Hangzhou Xibo Office has carefully formulated the work plan for Hangzhou's participation in the Shanghai World Expo from 2009 to 20 10, and has done a good job in organically combining Hangzhou's modern service industry with the Shanghai World Expo by showing Hangzhou cases, holding theme forums, running online Xibo well, promoting enterprises to participate in the conference, conducting experience tours and deepening joint publicity.
Actively follow the requirements of "combining with leisure Expo", strengthen contact and cooperation with world leisure organizations, participate in the new Council of the organization, give full play to the role of world leisure organizations in promoting the development of leisure industry in our city and preparing for leisure Expo, enhance the internationalization level of the second leisure Expo, and launch the city brands of "Oriental Leisure Capital" and "City of Quality of Life".
Second, brand support and cultivation. In the face of the severe economic situation at home and abroad in 2009, focusing on the work priorities of the municipal party committee and the municipal government of "maintaining growth, expanding domestic demand, restructuring, increasing vitality and emphasizing people's livelihood", we seek expansion in project planning and organization and breakthrough in brand building. Optimize the soft and hard environment and build an international conference destination. Integrating Festival Resources to Build China into a Festival Capital. Adhere to reform and innovation, introduce brand projects, highlight key projects, create tourism products, optimize the consumption environment and expand consumer demand. Improve exhibition evaluation methods, support and reward outstanding exhibition projects with great impact and good benefits, and encourage projects to create brands. Focus on promoting key projects and expanding brand awareness and influence.
1. In response to the financial crisis, formulate some policies and measures for the sustained and healthy development of Hangzhou's convention and exhibition industry. In order to ensure the sustained, healthy and rapid development of Hangzhou's convention and exhibition industry, and make Hangzhou's convention and exhibition industry truly become a platform for expanding domestic demand, increasing vitality and ensuring growth, the measures for Hangzhou's convention and exhibition industry to cope with the financial crisis and accelerate its development are formulated.
2. Vigorously introduce exhibition brand projects. The 11th West Expo will introduce no less than 5 international exhibitions and no less than 20 new projects. So far, there are 1 17 projects in this year's West Expo, the scale of which is the highest ever, which greatly enriches the wonderful contents of the West Expo.
3. Formulate evaluation methods for exhibition brand projects. This year, we will innovate the evaluation methods of conferences, exhibitions and festivals, systematically investigate and study the information release and publicity, reception level, traffic conditions, venue layout, process arrangement, theme selection, exhibition professionalism and academics, degree of internationalization, and goal realization of the exhibition projects of the West Expo, which will have a positive and far-reaching impact on building Hangzhou into an "international conference destination" and "China Festival Capital".
4. Increase support for key projects.
After the end of the West Expo, the West Expo project approved by the West Expo and fully implemented as planned will be reviewed and commended according to the "Implementation Measures for the Evaluation of West Lake Expo Project in China (Provisional)".
Third, brand marketing promotion. City Xibo Office aims to build Xibo brand, make full use of social resources, vigorously innovate publicity content, carrier and form, strengthen the linkage with external publicity activities of various departments, integrate resources to form a joint force, and sing Xibo brand. Seize the 60th anniversary of the founding of the People's Republic of China, find the right breakthrough point, combine the 60th anniversary of the new China with the 80th anniversary of the brand of the West Expo, restore the 10th West Expo, and package and promote the activities of the West Expo as a whole.
1, release promotional materials. The wonderful projects of the 10th West Expo and the development of the exhibition industry in Hangzhou were edited into Colorful West Expo with rich pictures in Chinese and English, and became sister books with the Complete Archives of the 10th West Expo. At the same time, a large number of Chinese and English brochures have been published.
2. Construction of Hangzhou Exhibition Website. Set up an online company to further develop the publicity window function of the websites of West Expo and Leisure Expo. This year's West Expo will continue to strengthen the publicity and display of various projects of quality life.
3, the construction of Hangzhou exhibition brand display window. Continue to play the exhibition education, publicity and display functions of the Museum of West Expo, and create the image display window of the brand of West Expo.
4. Full release of exhibition brand information. City Xibo Office timely edits and publishes important information about exhibition brands to help people understand the brand information of exhibitions as soon as possible.
Fourth, brand maintenance and management. City Xibo Office, together with relevant departments, actively improves the exhibition environment, strengthens the service awareness of project units, and actively provides personalized and high-quality public services and management for brand projects. Hire a trademark registration consultant to guide the trademark registration of exhibition projects, strengthen the management and protection of registered trademarks, and protect the graphic copyright of related trademarks. Give full play to the role of trade associations, formulate industry plans, carry out industry self-discipline activities, maintain a fair market environment and protect exhibition brands.
1. Hire a trademark registration consultant to popularize the trademark law.
Trademark registration is a trademark legal procedure. For more than 0/00 exhibition and festival projects throughout the year, Hangzhou Xibo Office actively hired trademark registration consultants to popularize the knowledge of trademark law and provide legal consulting services for high-quality exhibition and festival projects of the West Expo.
2. Provide trademark registration guidance and consulting services for project brands. Hangzhou Xibo Office issued a notice through Xibo.com and other channels to provide timely service and guidance for project units with trademark registration requirements, effectively protecting the trademark rights and exclusive rights of Xibo Expo and Xiubo Expo.
3. Actively play the role of exhibition associations. City Convention and Exhibition Association will actively promote the construction of convention and exhibition industry and support exhibition enterprises to spend the winter; Integrate resources of all parties and expand exchanges and cooperation; Carry out the activities of the West Lake Exhibition Salon and actively cultivate international exhibition talents.