2017 Shanghai Exhibition Management Professional Technical Level Certification, Advanced, Training Program Opens, Part Four.
Since 2015, the Shanghai Convention and Exhibition Industries Association has independently undertaken industry professional level certification work. On August 26, 2017, the Shanghai Exhibition Management Professional Technical Level Certification, Advanced, Training Program officially began. The program ran over three weekends, with two days each weekend and 16 instructors teaching over six days.
The instructors on September 3 were Qian Shizheng, professor at the School of Management of Fudan University; Ma Ying, vice president of UBM Asia Ltd.; and Zhong Gang, president of Shanghai VNU Exhibitions Co., Ltd.
Qian Shizheng lectured on Private Equity Journey: Basic Operations of Equity Investment, using the case of Longwei's acquisition of Wanjia Culture as the thread throughout the class. He covered three aspects. First, private equity investment: he introduced its meaning, types and fund cycles, and explained the principles and processes for achieving capital appreciation. Second, private investment funds: starting from their origins, he explained how private investment promotes technological innovation and economic transformation, and analyzed in detail three forms under the private equity investment structure, as well as the corresponding inputs, returns, advantages and disadvantages. Third, private equity investment operations: he introduced the term sheet for private investment projects in detail and again used Longwei Media's acquisition of Wanjia Culture as an example to analyze the case from profitability model, business strategy, industry chain, acquisition and restructuring perspectives, explaining the reasons for failure.
Ma Ying lectured on The Driving Force of Innovation: A New Era for Exhibition Organizers, mainly covering three aspects. First, exhibitions going online: taking UBM Studios as an example, she used years of practice to prove that online exhibitions cannot replace the value of face-to-face communication, but online exhibitions have their own unique value, such as data collection. Second, operating models: using COMDEX as an example, she analyzed in detail the life-cycle stages of virtual exhibitions, from appearance-driven attraction to content orientation and then sponsorship-based profit models. Third, the 4P theory: she used multiple cases to explain the content of the 4P theory, people, product, process and profit, and how it can be applied in practice.
Zhong Gang lectured on New Models in the Exhibition Industry: Development Trends of the Exhibition Industry under Internet Plus. He covered two aspects. First, he discussed the development trend of the exhibition industry under Internet Plus. Taking exhibitions organized by VNU as examples, he highlighted the importance of digital marketing. He also analyzed the exhibition markets of Shenzhen, Singapore and Shanghai, and made three judgments on the development trends of Shanghai's and China's exhibition industries. Second, he offered predictions on the future development of exhibition enterprises. Taking an Internet exhibition in Wuxi as an example, he proposed that the exhibition industry in China's second- and third-tier cities needs to cultivate local talent and build the world's leading exhibition in a segmented market. Using Chengdu's favorable measures for the exhibition industry as an example, he noted that an exhibition is like a child and needs certain conditions and time to grow gradually.
During the Shanghai Exhibition Management Professional Technical Level Certification, Advanced, Training Program, the association will publish related reports every Wednesday and Friday on its official WeChat account. Please stay tuned.