Professional Level Certification (Advanced) Training for Exhibition and Convention Management in Shanghai (IV)
Since 2015, the Shanghai Association of Exhibition and Convention Industry has independently undertaken the industry's professional level certification work. On August 26, 2017, the Professional Level Certification (Advanced) Training for Exhibition and Convention Management officially commenced.
The training program continued over three weekends, with each weekend consisting of two days, totaling six days of instruction by 16 teachers.
On September 3, the lecturers were Professor Qi Shi Zheng from the School of Management at Fudan University and Mr. Jing Gang, Vice President of Asia Briefing Limited and President of UBM China.
Professor Qi Shi Zheng delivered a lecture titled "Private Equity Journey: Basic Operations of Private Equity Investment," using the case of Long Wei's acquisition of Wan Cultural Media as a thread to cover three main aspects. First, private equity investment was introduced, including its definition, types, and the lifecycle of private equity funds, explaining the principles and processes for capital appreciation. Second, private investment funds were discussed, starting from their origins, elucidating how private investments drive technological innovation and economic transformation, and providing a detailed analysis of the three forms of private equity investment structures, along with their corresponding inputs and returns, as well as their respective advantages and disadvantages. Third, operations in private equity investment were addressed.
Detailed explanations of the terms of private projects are provided, followed by a strategic analysis, acquisition analysis, and restructuring analysis using Longwei Media's acquisition of Wanfa Culture as an example. The reasons for failure are elucidated from perspectives including profit models, business strategies, and industrial chains.
Ma Ying spoke on "The Driving Force of Innovation—New Era for Exhibition Organizers," covering three main aspects. First, online exhibitions versus face-to-face interactions, illustrated by UBM Studios, which demonstrated that while online exhibitions cannot replace the value of in-person exchanges, they offer unique advantages such as data collection. Second, operational models, exemplified by COMDEX, where a detailed analysis was provided on the life cycle stages of virtual exhibitions, from "attracting attention through appearance" to "content-driven," and finally to "profit through sponsorship." Third, the 4P theory, with multiple case studies dissecting the content of People, Product, Process, and Profit, and how they can be applied in practice.
Zhong Gang spoke on "New Models in the Exhibition Industry—Trends in the Era of 'Internet+'," covering two main aspects. First, the development trends of the exhibition industry under the "Internet+" context.
For the exhibition organized by Wan Yao Qilong, the importance of digital marketing was highlighted. The analysis focused on the exhibition industry markets in Shenzhen, Singapore, and Shanghai, making three judgments on the development trends of the exhibition industry in Shanghai and China. II. Predictions for the Future Development of Exhibition Enterprises. Taking the Internet Exhibition in Wuxi as an example, it was proposed that the exhibition industry in secondary and tertiary cities in China needs to cultivate local talent and create a globally leading exhibition in a specific market; taking the measures taken by the Chengdu government towards the exhibition industry as an example, it was suggested that exhibitions are like children, requiring certain conditions and time to grow gradually.
During the hosting of the Shanghai Convention Management Professional Technical Level Certification (Advanced) training program, our association will release relevant reports on our official WeChat public account every Wednesday and Friday. We look forward to your attention.