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ConventionManagement會(huì)議管理,byHenryWangHonoraryAssociateProfessor2009.9,MICE,,M=Meetings公司會(huì)議I=Incentive獎(jiǎng)勵(lì)C=Conventions大型會(huì)議E=Exhibitions展覽,M=CorporateMeetings公司會(huì)議I=IncentiveTravelProgrammes獎(jiǎng)勵(lì)旅游C=AssociationMeetings協(xié)會(huì)會(huì)議E=Exhibitions&Tradeshows展覽會(huì)和展示會(huì),MICE?MeetingsIndustry會(huì)議產(chǎn)業(yè),InternationalMeetingsMarket國(guó)際會(huì)議市場(chǎng),M=CorporateMeetings公司會(huì)議IC=AssociationMeetings協(xié)會(huì)會(huì)議E,Whydowehold/attendmeetings?我們?yōu)槭裁凑偌騾⒓訒?huì)議？,Continuingeducation繼續(xù)教育Networking建立關(guān)系網(wǎng)絡(luò)Productupdate/disseminatenewinfo產(chǎn)品更新或傳播信信息Strategicplanning戰(zhàn)略規(guī)劃Stimulation,newideas激勵(lì)，新觀念,InternationalMeetingsMarket國(guó)際會(huì)議市場(chǎng),Whatbusinessarewein?我們?cè)谧鍪裁瓷猓?InternationalMeetingsMarket國(guó)際會(huì)議市場(chǎng),Whatbusinessarewein?我們?cè)谧鍪裁瓷猓縏ourism?旅游業(yè)?HospitalityIndustry?酒店業(yè)?PublicRelations?公共關(guān)系?Marketing?行銷(xiāo)?Training?培訓(xùn)?ALLorNoneoftheabove?以上皆是或者以上皆非?,AlthoughtheMICEindustryhasbeentraditionallyregardedaspartofthetourismindustry,itisimportanttoacknowledgeattheoutsetthatbusiness,notleisuretravel,istheprimaryreasonforthisindustry’sactivities.盡管會(huì)展業(yè)傳統(tǒng)上已被視為是旅游業(yè)的一部分，重要的是一開(kāi)始要認(rèn)識(shí)到，商業(yè)是這個(gè)行業(yè)活動(dòng)的主要原因，而不是休閑旅行。Meetings,incentives,conventionsandexhibitionsareessentiallyarangeofmanagement,educationalandmarketingtools.Theyenableindividualsandbusinessestoreceivebenefitsinthefieldsofsales,marketing,education,communication,motivationandevaluation.集會(huì)、獎(jiǎng)勵(lì)、會(huì)議和展覽本質(zhì)上是一系列的管理、教育和行銷(xiāo)工具。它們使個(gè)人和企業(yè)在銷(xiāo)售、行銷(xiāo)、教育、傳播、激勵(lì)和評(píng)估的領(lǐng)域中受益。ThisrecognitionoftheMICEindustryasaneffectivecommunicationsmedium,togetherwithincreasedmobilityandtravelawareness,hasbeenoneofthemaindrivingforcesbehindtheworldwidegrowthoftheindustryoverthepastfewdecades.會(huì)展業(yè)作為一種有效的傳播媒介被承認(rèn)，加上增長(zhǎng)的流動(dòng)性和旅游的認(rèn)知，已成為在過(guò)去幾十年中本產(chǎn)業(yè)全球增長(zhǎng)的主要推動(dòng)力之一。-takenfromtheAustralianGovernment’sStrategyfortheMICEIndustry1995-摘自1995年澳大利亞政府的會(huì)展業(yè)策略,InternationalMeetingsMarket國(guó)際會(huì)議市場(chǎng),TheHeartofourbusinessis我們商業(yè)的核心是COMMUNICATIONS溝通(Theprimaryreasontomeetistocommunicateamessage.)(主要原因是要交流訊息),Communications溝通,Whatisthemessage什么是訊息Why為什么Towhom給誰(shuí)Bywhom由誰(shuí)When什么時(shí)候Where什么地方How以什么方式Howmuch多少,HistoricalPerspective歷史的角度,Meetingsinancienttimestodiscusscommunalinterests在遠(yuǎn)古時(shí)代，會(huì)議是為了討論公共利益。Citieswerefocalpoints全體居民是焦點(diǎn)。,KeyLatinWordsRelatedtotheMeetingIndustry涉及會(huì)議產(chǎn)業(yè)的關(guān)鍵拉丁詞,Forum廣場(chǎng)Comitium議事堂Conferentia匯集在一起Auditorius聽(tīng)講的地方,OriginsoftheInternationalMeetingsIndustry國(guó)際會(huì)議產(chǎn)業(yè)的起源,Europe–1814CongressofVienna歐洲–1814維也納會(huì)議USA–1894Detroit,theworld’sfirstconventionbureau美國(guó)–1894底特律,世界第一個(gè)會(huì)議署,HistoricalDevelopment歷史發(fā)展,Industrializationinlate19th/early20thcentury?needforbusinessmeetings19世紀(jì)末20世紀(jì)初的工業(yè)化?需要商業(yè)會(huì)議Meetingsonpolitical,religious,recreationaltopics關(guān)于政治、宗教、娛樂(lè)話(huà)題的會(huì)議,DevelopmentoftheInternationalMeetingsIndustrysincethe1950s自20世紀(jì)50年代以來(lái)國(guó)際會(huì)議產(chǎn)業(yè)的發(fā)展,Expansionofgovernmentorganizations政府組織的擴(kuò)展Growthofmulti-nationalcorporationsandagencies跨國(guó)公司和機(jī)構(gòu)的增長(zhǎng)Developmentsinassociationinterests,professionalandpressuregroups協(xié)會(huì)利益，專(zhuān)業(yè)和集團(tuán)的發(fā)展Changesinsalestechniques,useofproductlaunchandsalespromotionmeetings銷(xiāo)售技巧的改變，產(chǎn)品發(fā)布和銷(xiāo)售促進(jìn)會(huì)議的使用,DevelopmentoftheInternationalMeetingsIndustrysincethe1950s自20世紀(jì)50年代以來(lái)國(guó)際會(huì)議產(chǎn)業(yè)的發(fā)展（續(xù)）,Needforin-companymanagementtraining,continuousprofessionaldevelopment,andattendanceat“adhoc”orscheduledmeetings需要公司內(nèi)部的管理培訓(xùn)，持續(xù)的專(zhuān)業(yè)發(fā)展，參加臨時(shí)的或預(yù)定的會(huì)議Developmentofsubjectspecialization主題專(zhuān)業(yè)化的發(fā)展Conferenceenablesanexperttopassoninformationtoalargenumberofothersperipherallyinvolved會(huì)議使一位專(zhuān)家傳遞信息給很多外圍介入的其他人。,(cont’d),InternationalMeetingsIndustryToday當(dāng)今的國(guó)際會(huì)議產(chǎn)業(yè),Heavyinvestmentininfrastructure巨額的基礎(chǔ)設(shè)施投資Nationalandcitytourismbureausactivelypromotedestinations國(guó)家和城市旅游局積極推動(dòng)目的地Muchstrongermeetingsindustry(hotels,airlines,etc)更繁榮的會(huì)議產(chǎn)業(yè)（酒店和航空公司等）Improvedindustryrepresentationandco-ordination(ICCA,MPI,PCMA,etc)改良的產(chǎn)業(yè)代表和協(xié)調(diào)（國(guó)際會(huì)議協(xié)會(huì)ICCA、國(guó)際會(huì)議專(zhuān)業(yè)人士協(xié)會(huì)MPI和會(huì)議管理專(zhuān)業(yè)協(xié)會(huì)PCMA等）,BenefitsofInternationalMeetingsBusiness國(guó)際會(huì)議行業(yè)的益處,Highyield高收益Lessresponsivetopricechanges對(duì)價(jià)格變動(dòng)的響應(yīng)較少Fillsseasonaltroughs填補(bǔ)季節(jié)性低谷Image形象,Assignment1–Essay任務(wù)1–作文(要在xx年x月x日前交),Writeashortessay(100-200words)onthebusinessyouareinandstatewhetheryoufeelyouarereadyforinternationalmeetingsbusinessNOW.Pleasesupportyourstatementwithreasons.就你所學(xué)的專(zhuān)業(yè)寫(xiě)一篇100-200字的短文，表明你覺(jué)得你現(xiàn)在是否已準(zhǔn)備好進(jìn)入國(guó)際會(huì)議行業(yè)。請(qǐng)寫(xiě)明原因。,InternationalMeetingsMarket國(guó)際會(huì)議市場(chǎng),MIC=AssociationMeetings協(xié)會(huì)會(huì)議E,2KeyOrganizationsinInternationalAssociationMeetings國(guó)際會(huì)議市場(chǎng)的兩個(gè)關(guān)鍵組織,UIAICCA,UIAUnionofInternationalAssociations國(guó)際協(xié)會(huì)聯(lián)盟,UIACriteriaforanInternationalMeetingUIA對(duì)國(guó)際會(huì)議的定義標(biāo)準(zhǔn),Minimumnumberofparticipants:300參加人數(shù)不少于300人；Minimumnumberofforeigner:40%出席會(huì)議的國(guó)際成員不少于總數(shù)的40%；Minimumnumberofnationality:5參加會(huì)議成員的國(guó)籍不少于5個(gè)；Minimumduration:3days會(huì)議期限不少于3天。,UIADatabaseUIA數(shù)據(jù),No.ofinternationalassociations:30,619國(guó)際協(xié)會(huì)數(shù)量No.ofinternationalcongresses:9,400+國(guó)際大會(huì)數(shù)量No.ofdelegates:5mn+代表數(shù)量,GeographicalDistributionofInternationalOrganizationHeadquarters(byContinents)國(guó)際組織總部的地域分布(按洲),Europe歐洲16,724America美洲8,476Asia亞洲2,754Africa非洲2,106Australia澳洲559,GeographicalDistributionofInternationalOrganizationHeadquartersandRegionalOffices(byCities)國(guó)際組織總部和區(qū)域辦事處的地域分布(按城市),Bruxelles布魯塞爾2,212Paris巴黎1,514London倫敦1,141NewYork紐約798Washington,DC華盛頓726Tokyo東京308Geneva日內(nèi)瓦城308,NewDelhi新德里153Singapore新加坡138HongKong香港108Sydney悉尼103Beijing北京56Shanghai上海5,InternationalOrganizationMembershipinAsia亞洲的國(guó)際組織成員,Japan日本4483(474)India印度3846(358)China中國(guó)大陸3302(73)HongKong香港2144(108)Singapore新加坡1710(138),(revised),GeographicalDistributionofInternationalMeetingsin20082008年國(guó)際會(huì)議的地域分布,Europe歐洲56.19%NorthAmerica北美洲17.17%Asia亞洲13.08%SouthAmerica南美洲5.12%Australasia澳大拉西亞4.41%Africa非洲4.03%,LeadingCountrieshostingInternationalMeetingsin20082008年舉辦國(guó)際會(huì)議的主要國(guó)家,USA美國(guó)13.81%France法國(guó)6.7%UK英國(guó)6.5%Germany德國(guó)6.26%Italy意大利4.56%Australia澳大利亞3.82%Netherlands荷蘭3.69%Spain西班牙3.51%Belgium比利時(shí)3.31%Switzerland瑞士2.59%,Canada加拿大2.56%Austria奧地利2.44%Japan日本2.41%China中國(guó)1.74%Finland芬蘭1.59%Denmark丹麥1.55%Sweden瑞典1.47%Norway挪威1.45%Singapore新加坡1.31%Portugal葡萄牙1.25%,LeadingAsianCountrieshostingInternationalMeetingsin20082008年舉辦國(guó)際會(huì)議的主要亞洲國(guó)家,China中國(guó)13.29%Singapore新加坡10.04%Israel以色列8.83%KoreaRepublic韓國(guó)8.83%Thailand泰國(guó)7.62%India印度7.37%Malaysia馬來(lái)西亞3.57%Philippines菲律賓2.67%,LeadingCitieshostingInternationalMeetingsin20082008年舉辦國(guó)際會(huì)議的主要城市,Paris巴黎2.93%Brussels布魯塞爾2.21%London倫敦2.07%Wien維也納1.66%Singapore新加坡1.31%Sydney悉尼1.28%Berlin柏林1.19%Amsterdam阿姆斯特丹1.15%Geneva日內(nèi)瓦城1.11%Kobenhavn哥本哈根1.09%,Washington華盛頓1.06%NewYork紐約1.04%Budapest布達(dá)佩斯0.99%Madrid馬德里0.94%Barcelona巴塞羅納0.94%Rome羅馬0.86%BuenosAires布宜諾斯艾利斯0.82%HongKong香港0.81%Melbourne墨爾本0.79%Strasbourg斯特拉斯堡0.78%,LeadingAsianCitieshostingInternationalMeetingsin20082008年舉辦國(guó)際會(huì)議的主要亞洲城市,Singapore新加坡10.04%HongKong香港6.16%Seoul首爾6.0%Bangkok曼谷5.02%Beijing北京4.46%Tokyo東京4.29%Jerusalem耶路撒冷4.05%KualaLumpur吉隆坡2.84%NewDelhi新德里2.59%TelAviv特拉維夫2.43%Kyoto京都1.62%,ICCAInternationalCongress&ConventionAssociation國(guó)際會(huì)議協(xié)會(huì),ICCACriteriaforanInternationalMeetingICCA對(duì)國(guó)際會(huì)議的定義標(biāo)準(zhǔn),Mustbeorganizedonaregularbasis必須定期舉辦。Mustrotatebetweenatleast3differentcountries至少要在三個(gè)不同的國(guó)家輪流舉辦。Mustattractmorethan50participants參與者不得少于50人。,ICCADatabaseICCA數(shù)據(jù),No.ofinternationalassociations:5,540國(guó)際協(xié)會(huì)數(shù)量No.ofinternationalcongresses:10,000國(guó)際大會(huì)數(shù)量,EconomicImpactoftheInternationalAssociationMeetingIndustry國(guó)際協(xié)會(huì)會(huì)議行業(yè)的經(jīng)濟(jì)影響,Worldwide:US$280bn全球:2800億美元USA:US$90bn美國(guó):900億美元InternationalMeetings:US$7.62bn國(guó)際會(huì)議:76.2億美元,AverageNumberofParticipantsatInternationalMeetings參加國(guó)際會(huì)議的平均人數(shù),CharacteristicsofInternationalAssociationMeetings國(guó)際協(xié)會(huì)會(huì)議的特征,Below100pax低于100人9.7%100-500pax100–500人53.4%501-1,000pax501-1,000人17.7%1,001-3,000pax1,001-3,000人13.6%Over3,000pax超過(guò)3,000人5.6%,TypesofVenuesConsideredforInternationalMeetings國(guó)際會(huì)議考慮的地點(diǎn)類(lèi)型,TimingofInternationalAssociationMeetings國(guó)際協(xié)會(huì)會(huì)議的時(shí)間選擇,September九月13.4%May五月12.5%June六月12.4%October十月12.1%November十一月9.2%July七月8.1%Averagelength平均持續(xù)時(shí)間:4days,CharacteristicsofInternationalAssociationMeetings國(guó)際協(xié)會(huì)會(huì)議的特征,Almosteveryinterest(profession,discipline)hasanassociation幾乎每一專(zhuān)業(yè)或?qū)W科有一個(gè)協(xié)會(huì)。Rotatingvenues(rarelyreturnstosamedestinationwithinafewyears)輪流會(huì)議地點(diǎn)（在幾年之內(nèi)很少返回到同一地點(diǎn)）。Needforinvitationfromlocalcounterparts需要當(dāng)?shù)貙?duì)等單位的邀請(qǐng)。,AreaofSubjectMatterofInternationalAssociationMeetings國(guó)際協(xié)會(huì)會(huì)議的主題領(lǐng)域,MedicalScience醫(yī)學(xué)27.2%Science科學(xué)11.7%Technology技術(shù)9.2%Industry工業(yè)7.8%Agriculture農(nóng)業(yè)4.9%SocialScience社會(huì)科學(xué)4.1%Economics經(jīng)濟(jì)學(xué)4.0%Education教育學(xué)4.0%Commerce商業(yè)3.7%Management管理3.0%,BasicConsiderationforanInternationalAssociationtomeetinaCity國(guó)際協(xié)會(huì)在一個(gè)城市開(kāi)會(huì)的基本考慮,Invitation(bythecountry/governmentoralocalmember)邀請(qǐng)（由國(guó)家政府或當(dāng)?shù)爻蓡T）Conventionfacilities/hotelrooms大會(huì)設(shè)施、酒店房間Airaccessibility航班可到達(dá)Membershipexpansionopportunities成員擴(kuò)展機(jī)會(huì)Appealtoexistingmembers對(duì)現(xiàn)有的成員有吸引力Safety安全,Asuccessfulmeetingwill…成功的會(huì)議將…,increasemembershipattendance(=profittotheAssociation)增加成員出席人數(shù)（=有益于協(xié)會(huì)）securepositivemediacoverageinrelevanttrade/professionalpress(=imagebuildingfortheAssociation)在相關(guān)貿(mào)易、專(zhuān)業(yè)新聞里獲得媒體的正面報(bào)道（＝塑造協(xié)會(huì)的形象）,