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Study on the Service Process Reengineering of Exhibition Project

Author: JieZuoZuo
Tutor: CaiLiBin
School: Ocean University of China
Course: Tourism Management
Keywords: Process reengineering Industry convergence Exhibitor needs QFD
CLC: F713.83
Type: Master's thesis
Year: 2013
Downloads: 3
Quote: 0
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Abstract


In recent years, The exhibition industry of China has been developed rapidly,The exhibition number of exhibition increases year by year, and the scale ofexhibition expands unceasingly. However, compared with European and Americancountries, The exhibition industry of China is still relatively backward, and thecompetitiveness of exhibition industry is not strong. The problem of China’sexhibition industry includes “low customer satisfaction”,“associated leading role ofconvention and exhibition has not been fully played” and so on. These problems arecaused by immature mice industrial chain and unreasonable exhibition project serviceprocess. Immature mice industrial chain and unreasonable exhibition project serviceprocess have hindered the development of the exhibition industry. So this paperattempts to reengineer the service process of exhibition project of China according toexhibitor’s demands.First of all, the article introduces related theory including Process reengineeringtheory, Industrial convergence theory, and Quality function deployment theory. Onthis basis, the article put forward the theoretical foundation and basic framework ofthis article. Then, being based on the analysis of the China’s Convention andexhibition industry chain and China’s service process of Exhibition project, putforward the necessity of the reengineering service process of exhibition project, andthe principle to which the reengineering of service process of exhibition projectshould adhered,and the model of exhibition project service process reengineering.Exhibition project service process reengineering model of this article is based on thetheory of QFD, and build the "exhibitor demands-exhibition project service process"house of quality and "exhibition project service process-convention and features ofexhibition industry chain" house of quality. Through the two house of quality, transferthe importance degree of exhibitor demands into the importance degree of projectprocess and characteristics of convention and exhibition industry chain. Then,determine the direction of optimization of China’s convention and exhibition industrychain and the goals of the service process reengineering of China’s exhibition project.The article come into the empirical research stag of exhibition project service processreengineering, this article take China International Consumer Electronics Show forexample. In this stage, work is divided into the following steps: First of all, obtain thefirsthand material about the exhibitor’s demands through the way of questionnaire,then, draw the importance degree of exhibitor’s demands through the analytichierarchy process (ahp). The results of this analysis is as following: a large number ofthe professional audience which have the intention of cooperation, a large number ofprofessional audiences, ensuring the safety of the exhibits during exhibition,reasonable price of all kinds of services, enjoy one-stop serviced and so on are themost important demands of exhibitors. Through the two house of quality, transfer the importance degree of exhibitor demands into the importance degree of project processand characteristics of convention and exhibition industry chain, the results of thisanalysis is as following: The key process of exhibition project includes investmentpromotion, provide a complete set of supporting services including transportation,building and business travel, exhibition promotion, the scene order maintenance,Setting up information sharing and exchange platform and service supervision. Thekey feature of convention and exhibition industry chain includes the division of laborand cooperation relationship between different subjects, the integration with thetourism industry, the logistics industry and other related industry, the integrity of theindustry chain and so on. Then, according to the results of the study, optimize theconvention and exhibition industry chain of China, and reengineer the service processof exhibition project of our country on the basis of the optimized convention andexhibition industry chain.Finally, the article summarizes the main conclusions and deficiencies of thisstudy, and put forward some problems which can be further researched in future.

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