展会管理：以国际美容博览会为例-留学生作业范文

国际美博会（IBE）是一个最大的事件为企业主和行业的专业人士，把企业组织的精英博览有限公司通过MATRADE和与OMC（世界发型美容机构）和马来西亚协会（MHA）及其他达到一个新的水平。该公司是一家专业的精英博览会展览组织者，长期经验已经成功策划组织了多次展览，达到他们的客户的需求。他们必须拿出一个预算计划，选择和保留场地，安排活动，选择潜在的演讲者，安排设备和设施，管理风险和制定应急计划。

1.0 Introduction : 简介

International Beauty Expo (IBE) is one of the biggest events for the business owners and industry professionals to take their businesses to the next level which organized by Elite Expo Sdn. Bhd, endorsed by MATRADE and partnered with OMC (Organisation Mondiale Coiffure), Malaysia Hairdressing Association (MHA) and others. Elite Expo Sdn. Bhd. is a professional exhibitions organizer with long term of experience who had successfully planed and organized numerous exhibitions that reached the needs of their customers. They had to come out with a budget plan, selecting and reserving the venue, arranging for activities, selecting the potential speakers, arranging for equipment and facilities, managing the risk and developing the contingency plans.

Date refers to a particular day for the event to take place while time refers to the progress of an event. IBE was held on May 17-20, 2014 (Saturday-Thursday) and the operation time for this event is from 11.00a.m. until 7.00p.m.. The word “venue” means a place where an event takes place. So, Elite Expo Sdn. Bhd. had decided to organize International Beauty Expo (IBE) in the heart of the city center which is Kuala Lumpur Convention Centre with 77,590 square feet. It is the most technological-advanced and full of facilities place that suit for grand ballrooms and conference. There are free admissions for industry trade or professional visitor with business cards. Thus, for public visitor, the free admission on 17-18 May while charge of RM5 for them if they wish to visit on 19-20 May 2014. It was a major business event which could attract significant visitor numbers, media coverage and economic benefits. (International Beauty Expo (IBE), 2014)

2.0 Event Stakeholders : 项目利益相关者

Event stakeholder is a group or organization which includes contractor, association group and suppliers that has interest in an event. (Anon, 2014) This event is associated sponsor by Attiva Salon Inspired, PCQ Hair and Beauty Products and another two association group. The official contractor is Pico Malaysia that requires them to build up the booths for exhibitors while the official acquiring bank is Public Bank. Mayflower Acme Tours Sdn. Bhd. is an official travel agent for IBE to provide the services of hotel accommodation to all exhibitors. For this event, there are no un-authorized photo-taking, video recording, drawing, sketching or any others reproduction of any exhibits is allowed at the exhibition hall. There are many free-lancers and volunteer come over here for photography and video recording which will upload on social network. It also supported by Ministry of Tourism and Culture Malaysia, Malaysia Convention & Exhibition Bureau and others.

3.0 Event Objectives : 会展目的

Purpose and objectives are two different words with different meanings. The purpose is the reason for which event is created. The purpose of the event is targeted to assist the client’s company to attract and expose themselves to more potential customers. (Differencebetween.info, n.d.) At the same time, the event also serves as a medium to conveyance an extraordinary experience with wide range of brand products to the buyers. In the meanwhile, the client’s company can take this opportunity to display their product and services and meet with new potential customers that reach a targeted customers which also can keep exhibitors’ at the forefront of this dynamic industry. It also enhances the beauty of ladies and giving out the beauty tips for them.

Target audience means the numbers of participants that had targeted before the event is happening. So, they had set the target of 44,000 customers and estimated 400 exhibiting companies to participate for this event. But, there are around 200 exhibiting companies from Malaysia, Korea, Taiwan, Hongkong, Singapore and others Asians and European countries who had came over this event and around 15,000 numbers of consumers per day. Perhaps, IBE can say that as an entertainment event for buyers and consumers which help buyers to increase their sales after it is recognized by people. (Hrdsite.com, 2014)

Thus, scope of event means compass the date, time and duration of the event and its size which also depend on the availability of resources. In Oxford Dictionary, agenda means the plan that had been discussed for the event. So, Elite Expo Sdn. Bhd. had organized some events based on entertainment and awards for the participants to gain experience which also can bring help for their future. There are around eight events that had been planned by organizers. For more information, please refer to appendix B. Besides, during the event, Dr.Ng Wee Kiong who is head of Beauty Science Industry, IPEC Industry Scheme Development Council had been invited by organizers to lead the beauty seminar. He had given a speech about the channel, importance and way to build branding in our beauty career.

4.0 Event Impacts : 会展的影响

Most of the events almost touched with the social, cultural, political and economy factors. There are also a range of impacts both positive and negative. Firstly, social and cultural impacts. IBE had gathered all type of gender to participate in their event that also encourages people perhaps to work together. At the same time, they can share their own experiences with others, introducing new and challenging ideas between exhibitors or even visitors. The organizers also help to create a job opportunities to those part-timers and widen their minds when interact with others. Secondly, IBE also gain the impacts on tourism and economy. IBE also seen as image-maker that create profile for destinations, positioning and providing exhibitors take some marketing advantage in the market. They created the business opportunities to all exhibitors by let every consumers know about their brands and products to increase their profit in the business. By the way, the organizer provides the accommodation for all exhibitors that came from overseas which bring convenience to them.

5.0 Event Strategic Planning : 项目战略规划

Strategic planning require strategic analyze before conduct the event. They have to know their company role when conducting for the event. Company role is referring to the role and responsibilities of the organizers. The organizers choose to place their event in KLCC that is in the centre of Kuala Lumpur. They offer the reasonable price to all exhibitors to exhibit in the event to reach their target market. In the process of planning this event, the organizers will go over the beauty expo events in others place such as PWTC or even paid a visit to each company, leave a message and email to invite those professionals’ buyers to participate. Thus, they also formed a website () by uploading all the information that is needed to make the buyers and consumers get the information easily. From the website that had created, exhibitors can online register for the booth. From there, we also knew that there are different square feet for booth with different prices, so the exhibitors had to choose their booth with the condition of first come first serve. Services for handling and storage the goods with no extra charges, onsite payment and freight forwarding services to the exhibition venue also provided which will bring convenience to exhibitors’. By the way, the organizer also provided the services such as booth packages for the exhibitors; they had built up the booth, electrical, furniture package for them to display the items. The organizer also prepares free accommodation for those exhibitors’ that came to help them save time and save cost. They also planned a control system especially for the flow of customers.

6.0 Event Logistics : 会展物流：

The importance areas of event logistic include three areas which are supply of customer, supply of product and supply of facility.

6.1 Supply of Customer :

Supply of customer refers to those who pay for it and particularly put high expectation for the event. They had marketed their event thru invited a numbers of attendees. Attendees refer to the person who attends the event, conference or even gathering. IBE had gathered the five industries of buyers who are from beauty, cosmetics and skin care, hair and nail, spa and wellness, health and nutrition as well as weight management that used by beauty professionals and women at a daily basis such as MagicBoo, MakeArt Academy, Cambridge Weight Plan and et cetera.

For the example, MagicBoo who also named as beauty hyper-mart is one of the largest exhibitors with 26 brands of different product in IBE; they had hired their own contractor for three days to build up their special and unique booth compared to others. One of the beauty brands product that under MagicBoo Company are SkinDom. SkimDom had invited few of the Korean beauty therapists and consultants come over here to take participate for the booth such as do the face wash demonstration.

6.2 Supply of Product :

Supply of product refers to transport, accommodation and artistic needs. By inviting exhibitors who are from oversea, the organizer had prepared the accommodation for them. So, by getting a best product from them, the organizer had provided the best facilities to them. Besides, the organizer also prepares some services for all participants such as stage and backstage facilities, sounds and lights. It gave the convenience to all participants which just have to register for the event below.

6.3 Supply of Facility :

The larger the event, the more it requires the sourcing of facilities. Some facilities for the event are provided by venues. The public facilities such as water supply, electricity, public transport that located around Kuala Lumpur Convention Centre are sufficient for exhibitors and participants to use. The water supply especially in the washroom also prepared well to keep the cleanness for the event. Consumers may found the parking easily as there are many available parking lots for them. IBE placed some security near the entrance of the event to ensure the safety of participants and the flow of consumers. They also hired contractors to help exhibitors build up the booth for the event.

6.4 On-Site Logistics :

Logistic status refers to a condition for an expo event such as traffic flow and amenities on the event. It’s convenient for participants to get their food and drinks outside of the exhibitor hall if they wish to have a meal. At the same time, the condition of traffic still acceptable as some of the consumers choose to take the public transport to the destination such as LRT for avoiding traffic jam since commuter rail services are available in KLCC. The signages of IBE are placed around Kuala Lumpur by the organizers to let the consumers found the place easily.

The flows of the audience are controlled by organizer. By making the events go smoothly, the organizer have placed some workers explained about the registration by using online-registration or scanning the logo that had placed around the convention hall to help the participants enter the hall at a short period of time which also help to avoid the service counter crowded by people. The goodies bag and brochure will be given once the consumers entered the hall that might let consumer know more about the exhibitors’. Since there are enough space for consumers to walk around, so the crowded flow of people are still controllable. The marketing communication tools which consists of advertising, social media, and catalogs had successfully used by organizers.

7.0 Event Marketing : 活动营销

Thus, organizers of IBE had used some strategies to market their event to known by others and enrich the consumers with priceless in-depth knowledge of the products. They promote IBE thru social media like Al-Altheer newspaper, Backstage Magazine, HK-Beauty Magazine, banners and SMS to increase the awareness among peoples.

8.0 Conclusion & Recommendation : 结论和建议

After visiting the event, I feel very pleased because I gain a lot of beauty knowledge. I found that the demographic variables that come over this event are likely around 15-50 years old. The exhibitors had explained the details about the skin and products of beauty patiently. IBE can say as successful events that attract many consumers come and pay visits that help them hit the target of number participants which there are also a lot of cool stuffs and booths at the IBE if compared to last year.