《全球展會觀眾報告》摘要

In December 2018, UFI-the Global Association of the Exhibition Industry  event research specialists Explori jointy pubished the 2018/19 Global Visitor Insights Study,here are some of the core findings: 

2018年12月，國際展覽業(yè)協(xié)會（UFI）攜總部位于倫敦的會展調(diào)研公司Explori發(fā)布了最新一版的《全球展會觀眾報告》，核心調(diào)查結(jié)果如下：

Trade shows seen as stable，solid，business channel，but competing channels of interaction may see faster growth.

貿(mào)易展覽被視為穩(wěn)定、穩(wěn)固的商業(yè)渠道，但其他類別的交流渠道可能會出現(xiàn)更快的增長。

While there is some shift towards more “festivalisation”, the current visitor cohort values meeting business objectives over entertainment.

雖然會展活動在一定程度上更多地轉(zhuǎn)向“節(jié)慶化”，但展會觀眾觀展的主要目標(biāo)依然是實現(xiàn)商業(yè)目標(biāo)，超過展會的娛樂性。

Concrete visitor ‘pain points’ cluster around easy-to-manage actions for organisers and venues.

針對具體的觀展“痛點”，通過展會主辦方和會展場館對細(xì)節(jié)的管理可以有效解決。

Trade show visitors globally are reporting a stable overall satisfaction with the shows they attend – but at the same time, between 22 and 27% of show visitors from mature markets feel that shows are “getting worse”. Younger, C-suite show participants are also more likely to require trade shows to become more entertaining, while still enabling them to meet their business needs.

全球的展會參觀者對他們參加的展會總體上依然有著穩(wěn)定的滿意度。但同時，來自成熟市場的22%至27%的展會參觀者認(rèn)為展會“變得更糟了”。較年輕的展會觀眾和高管級別的展會觀眾一方面依然要求展會能夠滿足他們的業(yè)務(wù)需求，同時也期待展會變得更有趣。

Based on a combination of the unique global UFI network and the global reach of the Explori customer and research base, the 2018/19 Global Visitor Insights provides the largest ever global insight into exhibition visitors. The study is based on the analysis of more than 13,000 responses from trade show visitors, combined with in-depth interviews with 29 event directors and senior marketers.

該報告是基于UFI在全球的商業(yè)網(wǎng)絡(luò)，以及Explori公司在全球各地廣泛的客戶和研究基地。該研究是基于來自貿(mào)易展覽訪客的13,000多條回復(fù)的分析，并結(jié)合了對29位展會項目主管和高級營銷人員的深入訪談。

It provides many insights and take-aways for professionals within the exhibition industry, among them：

該報告為展覽業(yè)內(nèi)的專業(yè)人士提供了許多見解和可立即使用的結(jié)論，其中包括：

Globally, trade shows receive a 3.86 (out of 5.00) overall satisfaction rating, and a Net Promoter Score of 7. Both values have remained stable over the past three years. Organisers appear to be doing an effective job at maintaining visitor satisfaction and advocacy；however visitors from developed markets are showing more signs of fatigue from the traditional trade show model than those from developing markets.

全球來看，貿(mào)易展覽會獲得3.86（滿分5.00）總體滿意度評分，觀眾對展會的推薦意向值為 7。這兩個價值在過去三年中保持穩(wěn)定。 組織者似乎在維持訪客滿意度和對展會的推薦意向方面頗有成效。然而，與發(fā)展中市場觀眾相比，來自發(fā)達(dá)市場的參觀者對傳統(tǒng)模式的貿(mào)易展會顯示出更多的疲勞跡象。

Visitors rate the trade show channel as “best of class” in regards to their core business needs to network/meet people, to buy/source products, to learn/stay up to date with the industry, and to find new ideas/innovations. However, they indicate that their use of other channels will grow at a greater rate than their use of trade shows.

與其他渠道相比，展會觀眾將貿(mào)易展覽會評為“最佳”渠道，通過展會滿足其核心業(yè)務(wù)需求，即建立商業(yè)網(wǎng)絡(luò)/與客戶會面，采購產(chǎn)品，學(xué)習(xí)和了解行業(yè)最新動態(tài)，以及尋找新的創(chuàng)意/創(chuàng)新。 但是他們表示，他們對其他渠道的使用將比使用貿(mào)易展覽的增長速度更快。

Kai Hattendorf, UFI Managing Director/CEO said: “This study confirms the central role of exhibitions for visitors as their clear channel of choice for their business development. In addition to highlighting the key drivers of visitors experience and the impact of the age of visitors, the study also reports some significant regional differences, and a clear indication as to how organisers can address core elements of the way visitors experience their shows.”

UFI執(zhí)行總經(jīng)理兼首席執(zhí)行官Kai Hattendorf表示：“這項展會觀眾研究證實了：觀眾明確將展覽會作為他們業(yè)務(wù)發(fā)展的選擇渠道。除了詳細(xì)分析影響觀眾體驗的要素以及觀眾年齡的影響外，該研究還指出了一些重要的區(qū)域差異，并清楚地表明展會主辦方如何有效提升觀眾的觀展體驗?！?/span>

A summary of the research is available free of charge at www./research. The full reports are available to all UFI members in the Members’area of the UFI website at http://members./members_access.aspx.

該報告的摘要可以免費從UFI網(wǎng)站下載，網(wǎng)址為www./research。完整的觀眾報告可在UFI網(wǎng)站的會員區(qū)下載，網(wǎng)址為http://members./members_access.aspx。