An Introspective Look At the Exhibition Industry in Singapore【外文翻译】.doc

1、1本科毕业论文外文翻译外文文献译文标题从一个省看新加坡会展业发展资料来源WWWBSCHOOLNUSEDUSG作者DOREENTAN新加坡有望成为下世纪的国际会展城市。尽管当地的会展业还年轻，但是已经通过在旅游方面取得的令人羡慕的巨额收入而给经济带来巨大贡献。这些年来，当地展览的品质在政府各私营企业的支持下，取得了长足的进步。区域的同行竞争者也在不断监测和跟踪他们的发展状况以保持在竞争中的领先地位。会展业的定位新加坡的经济发展促成了展览业的快速增长。香港是新加坡在亚洲最亲密的贸易展览会的组织竞争者。然而,劳动力成本上涨会阻碍当地展览业的持续繁荣。新加坡的工人需要支付比马来西亚、印尼、泰国3到4倍

2、的工资。但生产效率没有跟工资同比例增加。考虑劳动成本,平均约为50的经营成本在新加坡需要通过控制工资增长和提高生产力来达成。在劳动力密集型的会展业由于劳动力成本上涨,已经没有竞争优势。以目前的经济危机,这个地区的国家现在能吸引更多贸易展会是由于其低汇率。这些国家也正试图加强展会基础设施和增加空间来增加自己的市场份额。亚洲其它传统城市,如曼谷、吉隆坡、雅加达也开始发展他们的展览行业。例如,马来西亚预见会展业的潜力巨大。在马来西亚的会展业总收入1997是RM955亿美元,同比增长7马来西亚旅游促进局,1998。马来西亚承让欢迎具有更高消费能力的游客,并已开始积极推动其会展旅游业和以销售为目的的世界

3、级的展览和会议和场馆。马来西亚的会议和展览的组织者和供应商希望能够重新调整传统的国内重要产业向更广的国际视野发展。这些举措给新加坡带来了巨大挑战。而互相竞争的展览服务提供商，新加坡和香港考虑合作创造一个更大的亚洲国际会展市场。经验丰富的新加坡旅游局STB和新加坡国际会展中心SICEC与香港官员正在为这个结果而共同努力。2联盟将使进一步发展和保持欧洲和美国在会展业中两国建立的一贯以来的竞争合作机制，联合促销会和新的大型表演的出现对该地区在接下来1015年产生巨大的影响。香港会关注中国和北亚地区，而新加坡将集中东南亚和印度次大陆。这个地区的目标市场就会避免直接的利益冲突。新加坡协会会议及展览组织者

4、（SACEOS）SACEOS始建于1980年。其成员包括专业的会议展览的组织者,与供应商的展馆设施及相关服务。SACEOS的任务是提高专业水准的规格,以确保会展业的严格遵守职业的行为规范。它也充当调解人调和任何潜在的成员间不同集团的冲突。这个协会帮助其在东南亚地区成员提供工业训练和提高专业标准,毕业典礼上,通过颁授在各方面的展览和会议的产业认可资格课程为当地会展业提供一大批的才华和有志之士,也可以保证现有人员提升他们的知识和技能。这是至关重要的,如新加坡保留其定位为主导的国际会展中心的主导地位。时至今日,SACEOS在其创立之后二十年来为新加坡的会展业创造盈利的理想场所和质量定位扮演了重要角色

5、。展览行业操作问题有一种常见的现象是展览主办单位向场馆方至少提前15到2年预定活动安排。展览的组织者,包括专业的运作者,像INTERFAMILY和MILLERFREEMAN,声称因为种种原因如此漫长的时间是必要的。首先,展览场馆在日历上有几个月是安排很紧凑的。这些高峰期尤其流行,因为这是参展商最愿意冒险参加海外国际展览会的时候。这就是为什么展览组织者最渴望获得必要的空间,在这些高峰期想要确保他们所需的日期,他们需要尽可能早的预订。另外,营销和促销的分配是决定对大多数公司每年一次在预算的编制。如果交货时间的展览是不到一年的预算和潜在的参展期间不属于这个时间段,它将不能报名参加那个特别的展览。最后

6、,它需要时间来正确的宣传资料、广告宣传,争取所需参展商。首先,这个名字和资料的收集者必须是通过各种渠道,如贸易协会或组织者的数据库。在了解了目标观众,展览的组织者随后准备宣传册和目录寄到国外去。国际营销人员通常会花大量的时间处理出国展览。此外,安排必须与各种贸易杂志、报纸3和其他形式的媒体来设置适当的广告。时间也必须持续到让潜在的参与者摄取广告里面的信息在决定之前采取进一步行动。这样,展览的组织者有很长时间给他们来填补这个展览空白期。然而,很长一段时间的策划过程中存在很多问题。A巨大的费用预订至少一年的展览场已经是一笔庞大的开支。2年前的租金高达100,000。这笔必须预付的现金对于一个中等大

7、小的组织者来说是一个相当大的数字。B高风险由于业务性质，广告和促销通常需要大约20的项目预算。旅游和娱乐支出与其他行业相比也相对较高。由于国外客户定期促销和接待客人。因此,大部分的组织者的预算投资在未来的1到2年没有利润的保证。C不可预测因素展览主办单位需要通过对标准的参展商可能会参加的地点的预测作为将来的展示地点,。高峰期预报的过程是一种常规的商业手段。经验和直觉在这里发挥主要作用。一般来说,普通事件发生的每24年,主办单位以建立自己的成功预测来显示自己的商业本领。至于展览和新主题,北京奥组委将开始一个较小的空间,因为他们缺乏处理这样的演出的经验。如果当前事件的组织者。面对安排一个需要增加场

8、地的新活动。由于时间长，就不可能想出任何准确的估计。因此,组织者最初的预测是真的不像别的部分那么简单。政府行动政府在宣传展览行业中扮演主要角色。各种政府提供支持和联络功能的政策,旨在提高服务质量的展览行业。背书的事件,占整个行业。政府规制机构的扩散使会展行业保持一定程度的性能标准。事件被公认为仿佛或ATF发展贸易委员会和新加坡会议及展览局SECB被认为是最好的一整组类似的事件。如果ATF需要提交一项即将到来的事件的提案。这项提案将会被仔细评估试验。只有事件，符合国际标准是背书。用这种方法,贸易显示携带仿佛/ATF标识语是依法经过资格认定的好条文。让外国参展商区分显示类似的主题。因此,组织者努力

9、从错误中吸取教训,这些获奖的事件,以便他们能达到同样的性能。值得注意的是，这些奖项不仅限于建立装备。4外文文献原文TITLEANINTROSPECTIVELOOKATTHEEXHIBITIONINDUSTRYINSINGAPOREMATERIALSOURCEWWWBSCHOOLNUSEDUSGAUTHORDOREENTANSINGAPOREISPOISEDTOBECOMEANINTERNATIONALEXHIBITIONCITYINTHENEXTCENTURYDESPITEITSYOUNGAGE,THELOCALEXHIBITIONINDUSTRYISALREADYASIGNIFICANTCO

10、NTRIBUTORTOTHEECONOMY,BRINGINGINANENVIABLEAMOUNTOFREVENUEFORTHETOURISMSECTORTHROUGHOUTTHEYEARS,THEQUALITYOFEXHIBITIONSASWELLASTHEPEOPLEANDPROCESSESBEHINDTHESEEVENTS,HAVEBEENCONSTANTLYUPGRADEDWITHTHEHELPOFTHEGOVERNMENTANDTHEPRIVATESECTORREGIONALCOMPETITORSINTHESAMEINDUSTRYHAVEALSOBEENCONTINUOUSLYMONI

11、TOREDANDTHEIRPROGRESSTRACKEDINABIDBYTHEINDUSTRYHERETOSTAYAHEADOFTHECOMPETITIONPOSITIONINGOFTHEEXHIBITIONINDUSTRYINTHEREGIONTHEINTERNATIONALCHARACTEROFSINGAPORESECONOMYFUELSTHERAPIDGROWTHOFHEREXHIBITIONINDUSTRYHONGKONGISSINGAPORESCLOSESTCOMPETITORINTHEORGANIZATIONOFTRADEFAIRSINASIAHOWEVER,RISINGLABOR

12、COSTSCANHINDERTHECONTINUEDPROSPERITYOFTHELOCALEXHIBITIONINDUSTRYASINGAPOREWORKERWASPAIDTHRICETHATOFHISMALAYSIANCOUNTERPARTANDMORETHANFOURTIMESTHATOFHISINDONESIANANDTHAICOUNTERPARTSBUTPRODUCTIVITYHASNOTINCREASEDPROPORTIONATELYWITHANINCREASEINWAGESASLABORCOSTSACCOUNT,ONAVERAGE,FORABOUT50OFBUSINESSCOST

13、INSINGAPORE,METHODSTOCONTROLWAGEINCREASESANDIMPROVEPRODUCTIVITYMUSTBEACTIVELYPURSUEDINTHELABORINTENSIVEEXHIBITIONINDUSTRY,RISINGLABORCOSTSCANBEUNCOMPETITIVEEDGEWITHTHEPRESENTECONOMICCRISIS,COUNTRIESINTHEREGIONCANNOWATTRACTMORETRADESHOWSDUETOPRICECOMPETITIVENESSARISINGFROMTHELOWEREXCHANGERATETHESECOU

14、NTRIESAREALSOTRYINGTOREINFORCETHEIREXHIBITIONINFRASTRUCTUREANDADDINGSPACETOINCREASETHEIRSHAREOFTHEMARKETHONGKONGHADADDED28,000,BANGKOKANDKUALALUMPUR20,000EACH,ANDMANILA,26,000IN1997ALONETDB,1998BESIDESHONGKONG,OTHERCONVENTIONCITIESINASIA,SUCHASBANGKOK,KUALALUMPURANDJAKARTAHAVEALSOBEGUNDEVELOPINGTHEI

15、REXHIBITIONINDUSTRIES5FORINSTANCE,MALAYSIAFORESEESTHEPOTENTIALOFTHEMICEMEETINGS,INCENTIVES,CONVENTIONANDEXHIBITION29SECTORTOTALRECEIPTSINMALAYSIAFROMMICEEVENTS1997WASRM955MILLION,ANINCREASEOF7FROMTHEPREVIOUSYEARMALAYSIATOURISMPROMOTIONBOARD,1998MALAYSIARECOGNIZESTHEECONOMICBENEFITSOFWELCOMINGVISITOR

16、SWITHHIGHERSPENDINGPOWER,ANDHASSTARTEDTOACTIVELYPROMOTEITSMICESECTOR,SELLINGMALAYSIAASTHEDESTINATIONVENUEFORWORLDCLASSEXHIBITIONSANDCONVENTIONSTHEMALAYSIANASSOCIATIONOFCONVENTIONANDEXHIBITIONORGANIZERSANDSUPPLIERSWISHESTOREDIRECTTHETRADITIONALLYDOMESTICFOCUSEDINDUSTRYTOAMOREINTERNATIONALPERSPECTIVEA

17、SSUCH,THESEINITIATIVESPOSECONSIDERABLECHALLENGETOSINGAPOREINSTEADOFCOMPETINGAGAINSTEACHOTHER,THEEXHIBITIONPROVIDERSINSINGAPOREAREURGINGHONGKONGTOCONSIDERCOOPERATIONTOLUREALARGERSHAREOFINTERNATIONALEXHIBITIONANDCONVENTIONBUSINESSTOASIAOFFICIALSFROMTHETDB,SINGAPORETOURISMBOARDSTBANDSINGAPOREINTERNATIO

18、NALCONVENTIONANDEXHIBITIONCENTRESICECAREINVOLVEDINDISCUSSIONSWITHHONGKONGOFFICIALSONTHISJOINTEFFORTANALLIANCEWOULDENABLEFURTHERDEVELOPMENTOFSOFTWARENEEDEDIFTHEMICEINDUSTRIESOFBOTHCOUNTRIESWERETOREMAINCOMPETITIVEAGAINSTMOREESTABLISHEDMICESECTORSFOUNDINEUROPEANDTHEUSJOINTMARKETINGEFFORTSWOULDBELAUNCHE

19、DTOIDENTIFYNEWMEGASHOWSTOTHEREGIONINTHENEXT1015YEARSHONGKONGWOULDFOCUSONCHINAANDNORTHASIA,WHILESINGAPOREWOULDFOCUSONSOUTHEASTASIAANDTHEINDIANSUBCONTINENTTHISDIVISIONOFTARGETMARKETSWOULDAVOIDDIRECTCOLLISIONOFINTERESTWHENSOLICITINGBUSINESSFROMTHEREGIONSINGAPOREASSOCIATIONOFCONVENTIONANDEXHIBITIONORGAN

20、IZERSSACEOSSACEOSWASESTABLISHEDIN1980ITSMEMBERSCOMPRISEPROFESSIONALCONFERENCEANDEXHIBITIONORGANIZERS,ANDTHESUPPLIERSOFEXHIBITIONFACILITIESANDRELATEDSERVICESSACEOSSMISSIONISTORAISETHEPROFESSIONALSTANDARDSOFTHECONVENTIONSANDEXHIBITIONINDUSTRY,BYENSURINGTHESTRICTADHERENCETOPROFESSIONALCODESOFCONDUCTITA

21、LSOACTSASAMEDIATORTORECONCILEANYPOTENTIALCONFLICTSBETWEENMEMBERSOFDIFFERENTCLASSES6THEASSOCIATIONHELPSTORAISETHEPROFESSIONALSTANDARDSOFITSMEMBERSBYPROVIDINGINDUSTRIALTRAININGINTHESOUTHEASTASIANREGIONTHROUGHCOURSESTHATCONFERRECOGNIZEDQUALIFICATIONSINALLASPECTSOFTHEOFTHEEXHIBITIONSANDCONFERENCEINDUSTR

22、YINTHISWAY,ITNOTONLYASSISTSINTHEPROVISIONOFAPOOLOFTALENTEDANDMOTIVATEDPROFESSIONALSTOTHELOCALEXHIBITIONINDUSTRY,BUTALSOENSURESTHATEXISTINGINDUSTRYPERSONNELUPGRADESTHEIRKNOWLEDGEANDSKILLSCONSTANTLYTHISISESSENTIALIFSINGAPOREWERETORETAINITSPOSITIONASALEADINGINTERNATIONALCONVENTIONANDEXHIBITIONCENTRETOD

23、AY,ALMOST2DECADESAFTERITSFORMATION,SACEOSCONTINUESTOPLAYANIMPORTANTROLEINEARNINGSINGAPORETHERECOGNITIONASANIDEALPLACEFORLOCATINGQUALITYMICEEVENTSOPERATIONALPROBLEMSINTHEEXHIBITIONINDUSTRYITISCOMMONPRACTICEFORANEXHIBITIONORGANIZERTOBOOKTHEEXHIBITIONVENUEATLEAST15TO2YEARSAHEADOFTHEACTUALEVENTEXHIBITIO

24、NORGANIZERS,INCLUDINGMAJORPLAYERSLIKEINTERFAMILYANDMILLERFREEMAN,CLAIMTHATSUCHALONGLEADTIMEISNECESSARYFORAVARIETYOFREASONSFIRSTLY,THEFACILITYCALENDARSOFTHEEXHIBITIONVENUESDURINGCERTAINMONTHSOFTHEYEARAREVERYTIGHTTHESEPEAKPERIODSAREESPECIALLYPOPULARBECAUSETHISISWHENEXHIBITORSAREMOSTWILLINGTOVENTUREOVE

25、RSEASFORINTERNATIONALEXHIBITIONSTHATISWHYEXHIBITIONORGANIZERSAREMOSTEAGERTOSECURETHENECESSARYSPACEDURINGTHESEPEAKPERIODSTOENSURETHATTHEYGETTHESPACEDURINGTHEDESIREDDATES,THEYHAVETOBOOKORCONFIRMTHEIRBOOKINGSWITHTHEHALLOWNERASEARLYASPOSSIBLEFURTHERMORE,THEAMOUNTALLOCATEDTOMARKETINGANDPROMOTIONSISDECIDE

26、DFORMOSTCOMPANIESONCEAYEARDURINGBUDGETPREPARATIONIFTHELEADTIMEOFANEXHIBITIONISLESSTHANAYEARANDTHEPOTENTIALEXHIBITORSBUDGETPERIODDOESNOTFALLWITHINTHISTIMESLOT,ITWILLNOTBEABLETOSIGNUPFORTHATPARTICULAREXHIBITIONLASTLY,ITTAKESTIMETOCOMEUPWITHTHERIGHTPUBLICITYMATERIALS,ADVERTISEMENTSANDCAMPAIGNSTOWOOTHED

27、ESIREDEXHIBITORSFIRSTANDFOREMOST,THENAMESANDPARTICULARSOFPROSPECTIVEPARTICIPANTSMUSTBECOLLECTEDVIAVARIOUSSOURCESSUCHASTRADEASSOCIATIONSORTHEORGANIZERSOWNDATABASESONKNOWINGTHE7TARGETAUDIENCE,THEEXHIBITIONORGANIZERTHENSETSABOUTPREPARINGBROCHURESANDCATALOGUESTOSENDOVERSEASFORINTERNATIONALEVENTS,MARKETI

28、NGPERSONNELWOULDNORMALLYTRAVELOVERSEASTOPROMOTETHEEXHIBITIONANDTHISTAKESUPACONSIDERABLEAMOUNTOFTIMEINADDITION,ARRANGEMENTSHAVETOBEMADEWITHTHEVARIOUSTRADEJOURNALS,NEWSPAPERSANDOTHERFORMSOFMEDIATOPUTUPSUITABLEADVERTISEMENTSTIMELAGSMUSTALSOBEALLOWEDFORTHEPROSPECTIVEPARTICIPANTSTOABSORBTHEMESSAGEWITHINT

29、HEADVERTISEMENTSBEFOREDECIDINGUPONFURTHERACTIONASSUCH,TOTHEEXHIBITIONORGANIZERS,THELONGLEADTIMEGIVESTHEMMORETIMETOFILLUPTHEEXHIBITIONSPACEHOWEVER,ALONGLEADTIMEINTHEPLANNINGPROCESSPOSESSEVERALPROBLEMSAHUGEDEPOSITBOOKINGOFEXHIBITIONSPACEATLEASTONEYEARAHEADOFTIMEINCURSAHUGEEXPENDITUREASMUCHAS100,000MUS

30、TBEPAIDINTERMSOFINITIALDEPOSITFORHALLRENTAL,2YEARSBEFORETHEACTUALSTAGINGOFTHEEXHIBITIONTHISEXORBITANTFIGUREREPRESENTSASIZABLEPROPORTIONOFTHEPROJECTBUDGETFORAMEDIUMSIZEDORGANIZERTHATMUSTBEPAIDUPFRONTONACASHBASISBHIGHRISKDUETOTHENATUREOFTHEBUSINESS,ADVERTISINGANDPROMOTIONUSUALLYTAKESUPABOUT20OFTHEPROJ

31、ECTBUDGETTRAVELLINGANDENTERTAINMENTEXPENSESAREALSORELATIVELYHIGHCOMPAREDTOTHEOTHERINDUSTRIESDUETOREGULAROVERSEASPROMOTIONSANDCLIENTRECEPTIONSTHUS,ASIGNIFICANTPROPORTIONOFTHEORGANIZERSENTIREBUDGETPRACTICALLYENDSUPININVESTMENTWITHNOPROFITSGUARANTEEFORTHENEXT1TO2YEARSCINACCURATEFORECASTTHEEXHIBITIONORG

32、ANIZERWOULDFORECASTTHEAMOUNTOFVENUESPACENEEDEDFORANUPCOMINGSHOW,BYGAUGINGTHEPOTENTIALNUMBEROFEXHIBITORSTHATWOULDTAKEPARTINTHEEVENTTHEFORECASTINGPROCESSISAROUTINEPARTOFBUSINESS,WHEREBYEXPERIENCEANDGUTFEELINGPLAYTHEPRIMARYROLEGENERALLY,FORREGULAREVENTSTHATTAKEPLACEEVERY2TO4YEARS,THEORGANIZERWOULDBUILD

33、HISFORECASTBASEDONTHESUCCESSOFTHEPREVIOUSSHOWSANDONBUSINESSINSTINCTASFOREXHIBITIONSWITHNEWTHEMES,THEORGANIZERSWOULDSTARTOFFWITHASMALLERSPACEBECAUSEOFTHEIRLACKOF8EXPERIENCEINDEALINGWITHSUCHSHOWSIFTHECURRENTEVENTFACESEXCESSDEMAND,THEORGANIZERWILLARRANGETOINCREASETHEAMOUNTOFHALLSPACERENTEDTHENEXTTIMETH

34、EEVENTISHELDDUETOTHELONGLEADTIME,ITISIMPOSSIBLETOCOMEUPWITHANYACCURATEESTIMATESTHEREFORE,THEORGANIZERSORIGINALPREDICTIONISREALLYASGOODASANYBODYELSESGOVERNMENTINITIATIVESTHEGOVERNMENTPLAYSAMAJORROLEINTHEPROMOTIONOFTHEEXHIBITIONINDUSTRYVARIOUSGOVERNMENTBOARDSPROVIDESUPPORTANDLIAISONFUNCTIONSTHATAIMSTO

35、UPGRADETHESERVICEQUALITYOFTHEEXHIBITIONINDUSTRYENDORSEMENTOFEVENTSISALSOEMPLOYEDTOSERVEASBENCHMARKSFORTHEENTIREINDUSTRYTHEPROLIFERATIONOFGOVERNMENTREGULATINGBODIESENABLETHEEXHIBITIONINDUSTRYTOMAINTAINACERTAINLEVELOFPERFORMANCESTANDARDSEVENTSTHATARERECOGNIZEDASAIFORATFBYTRADEDEVELOPMENTBOARDTDBANDSIN

36、GAPOREEXHIBITIONANDCONVENTIONBUREAUSECBARECONSIDEREDTHEBESTOFAWHOLECOLLECTIONOFSIMILAREVENTSTOQUALIFYFORAIFORATF,THEORGANIZERISREQUIREDTOSUBMITAPROPOSALOFTHEUPCOMINGEVENTTHISPROPOSALWOULDBECAREFULLYEVALUATEDBYTDBONLYEVENTSTHATMEETINTERNATIONALSTANDARDSAREENDORSEDINTHISWAY,TRADESHOWSTHATCARRYTHEAIF/ATFLOGOSARELEGALLYCERTIFIEDASGOODSHOWSANDENABLEFOREIGNEXHIBITORSTODIFFERENTIATEBETWEENSHOWSWITHCOMPARABLETHEMESHENCE,ORGANIZERSTRYTOLEARNFROMTHESEAWARDWINNINGEVENTSSOTHATTHEYCANACHIEVESIMILARPERFORMANCEITSHOULDBENOTEDTHATTHESEAWARDSARENOTONLYLIMITEDTOLARGE,ESTABLISHEDOUTFITS