Выпускная квалификационная работа, Курцевой Е.Н. (1222257), страница 8

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Раздел 1

Теоретические аспекты выставочной деятельности

Студент гр.340 Е.Н. Курцева

Консультант кафедры «Иностранные языки и межкультурная коммуникация»

Старший преподаватель Е.Л. Рябкова

Introduction

The exhibition is a presentation and demonstration of the goods, services before consumers and the general public with objective of acquaintance with the advanced achievements in appropriating branches and results of scientific progress.

Those who is familiar with such actions, know, that at a competent choice of data, they give appreciable economic feedback. The exhibition provides reception of the wide marketing message by a lot of people at the same time in a combination to possibilities of personal communications.

It is much important, that the exhibition bears greater advantage not only for manufacturers, but also for consumers because on the second the possibility is provided to familiarize with a wide range of services or the goods of interesting branch, to make necessary comparisons of the prices and to choose an optimum version for an investment of the means.

The urgency of subject matter speaks that presently there is an active progress of the market and it is necessary to create new seats for a meeting of the seller and the consumer. One of such seats are exhibitions. By means of participation in exhibition activity, the seller has a possibility of an output on the internal and world markets, search of new partners, attraction of investors. Therefore, first of all, the international exhibitions assist an establishment of actual foreign economic relations between suppliers and customers from the various countries.

Now in the Russian Federation exhibition activity has turned to an appreciable segment of the market. In the country the exhibition industry closely connected with a number of industries, having own infrastructure and the special-purpose staff is created.

Today exhibitions and fairs provide mobility of the market, create a necessary information field, shape significant financial streams, as well as bring the additional income in budgets of all levels.

Object of research are the enterprises and the organizations which are carrying out foreign trade activities.

Object of research are exhibitions which pass and in Russia and abroad.

The objective of my work consists in increase of efficiency of the foreign trade activity of the enterprise by means of participation in the international exhibition.

According to an object in view following problems have been certain:

- To consider concept and classification of exhibition actions

- To define the international exhibition centers, their features of the organization and functioning

- To study the general conditions of participation in an exhibition

- To consider features of the international exhibition and its role in increase of efficiency of foreign trade activities

Structure of work. Final qualifying work will consist of the introduction, three chapters divided into paragraphs, the conclusions, the list of the literature and the appendix.

1 Theoretical aspects of exhibition activity

1.1 Concept and classification of exhibition actions

The exhibition is at regular intervals the operating market and public demonstration of those achievements or other branches, which prime objective — an exchange of ideas, theories, knowledge at simultaneous carrying out of commercial work.

Objective of an exhibition is public demonstration, presentation and concept with the subsequent realization of new types of production, the goods, preparation of the newest information and creation of conditions for an establishment of business contacts to potential buyers.

The primary goals of exhibitions:

1. To finish the information to task force;

2. To sell the goods, service;

3. To establish attitudes (communication);

4. to carry out marketing researches;

5. To generate image.

For successful participation in exhibition business consider different classification signs of exhibitions.

To a branch sign.

- Branch, or exhibitions on special interests on which one or several making or consuming branches are presented;

- Interbranch which cover diversified production, instead of the goods of strictly one any branch. At such exhibitions the extensive spectrum of offers of many industries is shown.

To a territorial sign.

- International in which the enterprises of one or several branches of the various countries take part and exhibits of all types are presented: from consumer goods up to production of the basic means of production and the advanced technologies;

- Guest exhibitions will be organized in the different countries with participation only the foreign enterprises;

- National exhibitions are presented by branch or economy of one country;

- Regional exhibitions will be organized within the limits of one country, but in its different points;

On target orientation:

- имиджевые exhibitions are focused on the present clients, partners of the enterprise, therefore the basic attention is given to a preparatory stage and preparation of the stand of the company;

- Trial exhibitions are focused on potential clients and partners [11].

Carrying out of exhibitions allows to generate the general concept about the goods and services as at exhibitions there is a possibility to receive the information as from traditional sources, and personally (dialogue with the personnel, participation in seminars, receptions, direct acquaintance with the offered goods and services). Having seen the goods in operation, the visitor is interested in it more.

At an exhibition representatives of the companies have a possibility to establish new and to support already developed relationships with clients, as well as with representatives of business circles, the industries and commerces.

All exhibition activity is directed first of all on sale of the goods. At exhibitions it is authorized to make deals on the exposed samples.

Commercial and industrial exhibitions can be short-term, mobile or constant.

Prime objective of commercial and industrial exhibitions is:

1. Strengthening of high reputation of the goods;

2. Demonstration of the goods in operation;

3. Definition of possible demand;

4. Search of new intermediaries;

5. An establishment of new contacts to clients.

The organization of activity of exhibitions is a subject to state regulation. Per 2001 at session of the Government of the Russian Federation the concept of progress of the ярмарочно-exhibition activity, directed on support of exhibition activity in subjects of the Russian Federation and called up to assist progress of economy of regions of the country has been accepted.

Organizers of an exhibition consider as prime objective reception of the income of carrying out of exhibition actions (seminars, symposiums, conferences, presentations). Any exhibition cannot function with advantage without granting a wide range of additional services. Organizers of an exhibition in practice provide such services not only for participants, but also for visitors.

The international exhibition activity of the organizer is the activity of the special-purpose commercial and-or non-profit enterprises which have been directed on the organization, material support, the information and marketing maintenance assisting progress of the exhibition organization (center) and business of the organizer and creating condition for entrepreneurial business, realization and formation of an export potential of exhibitors.

The international exhibition activity of an exhibitor – the industrial enterprise is the activity which has been directed on preparation, carrying out of the exhibition action, providing within the limits of the set strategy participation in the international exhibition, formation and realization economic, including an export potential, and achievement of strategic objectives of participation at carrying out of the international exhibitions period [8].

Within the limits of exhibitions, the organizations (exhibitors) by means of samples (exhibits) show the made goods and services with objective of studying of market condition and assistance to their selling.

The organization of an exhibition – capacious enough process in which various persons are involved. As well as in any other action, exhibitions have the "professional" terms and designations. Which brief description, is presented below.

The organization of exhibition action – system of the actions which have been directed on demonstration of the goods on certain subjects, in in advance certain seat and in in advance certain timeframes.

The exhibition organizer is the organization registered according to the Russian legislation which basic activities are preparation and carrying out of the выставочно-exhibition enterprises in territory of Russia and abroad. The exhibition organizer maybe the owner of exhibition areas or to organize exhibition actions on rented exhibition areas.

The organizer – the physical or legal person who rents on a short-term or long-term basis exhibition areas at their proprietor and passes them in subrent to other persons, including the exhibition enterprises.

As organizers of exhibition actions can act:

1. Federal enforcement authorities and enforcement authorities of subjects of the Russian Federation;

2. The exhibition organizations;

3. Commercial and industrial chambers – ТПП the Russian Federation and regional ТПП;

4. Associations (inter-regional associations of economic interoperability of subjects of the Russian Federation, as well as branch);

5. The other organizations of various patterns of ownership for which the organization of exhibition actions is not primary activity.

The visitor is a person who visits exhibition action with objective of acquaintance with exposed production without professional and commercial interests.

The visitor-expert – the person who visits exhibition action with objective of acquaintance with exposed production, pursuing the professional or commercial interests.

Exhibitor – the person who represents at an exhibition the production with objective of search of its buyers or partners for joint activity.

The exposition is a demonstration of the goods and services about use of the special exhibition equipment by one or several exhibitors at the same time.

The stand – special facility from easily assorted designs, constructed on an exhibition area under the order of an exhibitor for the period of carrying out of exhibition action.

For creation of effective system of coordination and support of the exhibition industry it is necessary to systematize and classify exhibition activity all over again. We shall present it in the form of table [7].

Table 1.1 Classification of exhibition activity

Classification	The characteristic
On geographical structure of exhibitors:
World's exhibition	The international exhibitions on which countries show the achievements in the field of economy, sciences, technics and cultures) – in particular to such exhibitions concern worldwide universal exhibitions "EXPO"
The international exhibitions	Are characterized by participation in them of firms of their different countries, the number of foreign participants should make not less than 10 % from the general number of exhibitors, the exhibition equipment and a provided set of services should conform to the international standards.
Exhibitions with the international participation	With number of foreign participants less than 10 % from the general number of participants
National exhibitions	With participation of firms of separately taken country
Inter-regional exhibitions	Showing production and services of manufacturers from several regions
Local exhibitions (regional)	With participation of firms only from one city/region where the exhibition/fair is spent
To a branch (thematic) sign
Universal exhibitions	Standard, demonstrative
Special-purpose	Branch and diversified

Характеристики

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