关于大型会展活动资产后续经营管理的思考

Analysis of the assets development of large MICE activities

大型会展活动以其巨大的社会效益、经济效益和示范效益成为近几年各大国家和城市竞相争夺的宠儿。此类大型会展活动结束后,其所沉淀的巨大有形和无形资产如何才能持久有效地开发利用是学术界和会展活动管理者不可回避、急需解决的现实问题。本文分析了会展活动后资产相关概念及所面临的问题,在借鉴昆明世博会后续资产开发经营基础上,分别从体制方面、产品方面、市场促销方面和资源整合方面对大型会展活动资产后续经营管理提出相应的对策建议。

The large MICE activities have become popular in cities because of their obvious social benefit and economic benefit so that big countries and big cities compete for them in recent years. After the MICE activities end, how to effectively and durably make use of tangible and intangible assets becomes a urgent problem confronted by academic circle and administrators of the activities. This paper analyzes MICE-related concepts and problems, and based on Kunming World Exposition asset development, proposes countermeasures for subsequent management after MICE activities in aspects of systems, products, market promotion and resources integration.