《会展管理与节事策划》3partone-通选.pptx

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1、28 三月 2023Dr.XU Feng in Shandong University128 三月 2023Dr.XU Feng in Shandong University2Question 6How to start an event formally?Part 1:Introduction to Event28 三月 2023Dr.XU Feng in Shandong University3A starting pointStep 1 The aims and objectives of staging the particular event must be clearly iden

2、tified and stated.Step 2 A feasibility study should be undertaken,asking questions(like those earlier)in a much more factual way.It should examine the exact methods of achieving the event and it should definitively identify any possible sources of funding.28 三月 2023Dr.XU Feng in Shandong University4

3、Depending on the level of the event,these two steps can be performed in a variety ways,ranging from consideration by a small informal group to the engagement of specialist consultants.A starting point28 三月 2023Dr.XU Feng in Shandong University528 三月 2023Dr.XU Feng in Shandong University628 三月 2023Dr

4、.XU Feng in Shandong University728 三月 2023Dr.XU Feng in Shandong University8In a short timescale,complete investigation into an event;if result is justifiable and worthwhile,the investigation should go on to suggest how it can be achieved.A starting point28 三月 2023Dr.XU Feng in Shandong University9T

5、he feasibility study,with its positive outcome,should outline how to achieve the event;detail structure,personnel requirement,financing sources and an event achievement timetable.Enough time is needed for the more detailed event planning and implementation to proceed.But problem often occur quite na

6、turally,it is inadvisable to introduce time pressure from the very start.A starting point28 三月 2023Dr.XU Feng in Shandong University10Question 7From the agencys viewpoint,what should we think about the events?Part 1:Introduction to Event28 三月 2023Dr.XU Feng in Shandong University11Part of a plan Eff

7、ective events are best set within the context of an organizational plan.Events should be provided as part of the ethos and function of the whole business,not just a random fulfillment of an idea.As a real part of an overall plan,events must fit in with organizational aims and objectives;must be coor

8、dinated across all parts of the organization;and must be worthwhile in future.公共慈善与商业利益：使命的不一致28 三月 2023Dr.XU Feng in Shandong University1228 三月 2023Dr.XU Feng in Shandong University13Specifying as followings:The purpose of having events.What aims and objectives they should have.What staff will be i

9、nvolved.How they will be coordinated.Who will take the lead role.An events strategy 28 三月 2023Dr.XU Feng in Shandong University14The aims of an eventThrough being an integral part of an overall strategy,events should have a key role in achieving organizational aims.The overall events policy should a

10、lso clearly state the general aims for all events the organization stages.To provide for the local populations entertainment.To raise funds for the company28 三月 2023Dr.XU Feng in Shandong University1528 三月 2023Dr.XU Feng in Shandong University16There may be one aim and several aims,but however many,

11、it is essential to have them clearly specified during the search for finance and staff.A clear vision is crucial if we want people to sign up,people from sponsors to car park attendants.The aims of an event28 三月 2023Dr.XU Feng in Shandong University17If you dont know where you are going you will pro

12、bably end up somewhere else.(Dr Laurence J Peter and Raymond Hill)Having established Aims(the raison detre of the whole event),it will be necessary to break it into more manageable steps of measurable manageable steps of measurable achievementachievement objectives.Objectives are set,agreed and unde

13、rstood by everyone involved.Clear focus;coordinated effort;unity of purpose.The objectives of an event28 三月 2023Dr.XU Feng in Shandong University1828 三月 2023Dr.XU Feng in Shandong University19Objectives should be SMARTSpecific to the eventMeasurable in statistical termsAgreed(or achievable)by those

14、involvedRealistic(or relevant)to the resources availableTimed around the event schedule28 三月 2023Dr.XU Feng in Shandong University20SMART 司马他另类职场生存法则S specific（具体的）M measurable（可衡量）A achievement（可完成）R realistic（现实的）T timebond（时间段）行走职场，智慧先行，基于现实，未雨绸缪，短时达标28 三月 2023Dr.XU Feng in Shandong University21O

15、bjectives should alsobe appropriate,simple,clear,unambiguous and achievableavoid causing confusion and misunderstanding or communicating incorrect messageEvents are managed by objectives and are accumulation of these stages.28 三月 2023Dr.XU Feng in Shandong University22Objectives assist establishing

16、organizational structureassist establishing organizational structureEach individuals and committee to be Each individuals and committee to be given a number of their own specific given a number of their own specific targets(targets(sub-objectivessub-objectives)This will further reflect the need for

17、This will further reflect the need for everyone to work togethereveryone to work together,as many,as many objectives will inevitably be objectives will inevitably be interdependentinterdependent28 三月 2023Dr.XU Feng in Shandong University2328 三月 2023Dr.XU Feng in Shandong University24Question 8What a

18、re the best events?Part 1:Introduction to Event28 三月 2023Dr.XU Feng in Shandong University25Characteristics of the best events 11.A clear vision and a definite purpose for everyones efforts.2.Clear SMART objectives to which everyone is committed.3.An appropriate,flexible organizational structure abl

19、e to achieve specific tasks,but retaining an overall unity of purpose.28 三月 2023Dr.XU Feng in Shandong University26Characteristics of the best events 24.Committed personnel,willing to“go the step beyond”.5.A leader of calibre,authority and personality.6.Precise detailed planning carried out and docu

20、mented within an appropriate timescale.28 三月 2023Dr.XU Feng in Shandong University27Characteristics of the best events 37.A coordinated team effort operating within budget limits,drawing on all available resources.8.Efficient lines of communication.9.A good public image.10.Effective publicity and pr

21、esentation,and built-in contingency plans.28 三月 2023Dr.XU Feng in Shandong University28Characteristics of the best events 411.A total commitment to customer care.12.Efficient ongoing control and monitoring systems.13.An atmosphere of unity,focus,hard work,humor and enthusiasm.14.Good post-event eval

22、uation.28 三月 2023Dr.XU Feng in Shandong University29Centrality of events 1The centre of the whole manifestation was in fact the small events and events programme which are the main attraction and the impetus to the festival.For garden festival,many come to see the sports,arts and entertainment group

23、s,such as the pipe band performance and the acrobatics displays are central to the success.28 三月 2023Dr.XU Feng in Shandong University30Centrality of events 2The events are the key element which considerably helped the overall planning;Events and promotion form a key part of those major spectaclesAn

24、d even have the centrality and significance to other concepts like urban regeneration helped with the image and self-confidence of the host town and city.28 三月 2023Dr.XU Feng in Shandong University31Olympic games(Sydney;Athens;Beijing;London;Loser or Winner?)Garden festival(Liverpool,lasting for ano

25、ther decade visiting;Kunming;)World Expo 2010,ShanghaiAsia Games 2010,GuangzhouWorld Swimming Campaign 2011,Shanghai Corporation-Industry-City-Country-International Region Centrality of events 328 三月 2023Dr.XU Feng in Shandong University32Appropriate implementation mechanismsAttention to detailBudge

26、tingBusiness planCharismatic personalityClear structureCommitment to serving the participants and customersContingency planCreativity and innovationCustomer careDetailed programmingEfficient time managementEmergency proceduresEntertainmentEvaluation and controlExcellent communicationGood decision ma

27、kingGood interpersonal relationshipsGood management Good motivationWhat do you need for success?128 三月 2023Dr.XU Feng in Shandong University33Hard work and enthusiasmLarge number of volunteersLarge slice of luckLeadershipLogistical planningMarket researchMeasurable targetsMedia interestPlanning and

28、documentationPolitical supportPositive imageQuality provisionResources and facilitiesResponsiveness to changeSense of humourSMART objectivesStrong leadershipStrong visionTeamworkTop-quality committed peopleWhat do you need for success?228 三月 2023Dr.XU Feng in Shandong University34Self-assessment que

29、stions1.From an event you have been involved in or attended,identify the general aim and up to five SMART objectives.Go on to examine four of the key questions,issues or items which would have to be considered.2.Make up your own list of twenty key factors in following the idea of holding a university fete successfully.3.Consider an agency a local authority,private company or voluntary organization and suggest what part events do play or could play in their overall strategic plan.28 三月 2023Dr.XU Feng in Shandong University35Homework:whats your idea?