政府主导型会展活动的市场化转型研究

Research on the market-oriented transformation of government-led convention and exhibition events

我国政府主导型会展活动项目繁多。从需求角度来看,政府主办主导会展活动在价值和功能上能够满足本地产业发展的需要、推进现代服务业的发展、推进和实现政府战略目标以及提高城市的知名度;从供给角度来看,政府作为大型会展活动的主办方,具有整合资源的优势;从历史发展的角度看,政府主导型大型会展活动的存在和延续深受中国会展业自身发展路径的影响。政府主导型会展活动自身存在市场调研不足、经济效益差、服务水平低等问题,在长远上也会影响会展业的可持续发展,因此迫切需要市场化转型。为了推进市场化转型,需要建立动态化的遴选和退出机制;需要推动运作过程的市场化,并不断提升其经济价值;需要重塑政府与市场的关系,实现二者的融合;需要积极创造转型的条件,打造完备的会展产业链,调整政府角色和转变政府职能,引入第三方评估机制,明晰产权关系。

There are many government-led convention and exhibition events in China.From the perspective of demand,the government-sponsored convention and exhibition events can meet the needs of local industry development,promote the development of modern service industry,push and realize the government’s strategic goals,and enhance the urban visibility in value and function.From the perspective of supply,as the sponsor of major convention and exhibition events,the government has the advantage of integrating resources.From the perspective of historical development,the existence and continuation of government-led major convention and exhibition events are deeply affected by the development path of China’s convention and exhibition industry.Government-led convention and exhibition events have some problems such as insufficient market research,poor economic returns,and low service level,which,in the long run,will also affect the sustainable development of the convention and exhibition industry.Therefore,the market-oriented transformation is urgently needed.In order to promote the market-oriented transformation,it is necessary to establish a dynamic selection and withdrawal mechanism,push the marketization of operational process and continuously improve economic value,reshape the relationship between government and market to achieve their integration,positively create the conditions for transformation,build a complete convention and exhibition industry chain,adjust the government’s role and function,introduce the third-party evaluation mechanism,and clarify the relationship of property rights.