会展英语丨UFI携Explori推出最新《全球展会观众报告》

dreamylou 2019-01-31

展开全文

《全球展会观众报告》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，国际展览业协会（UFI）携总部位于伦敦的会展调研公司Explori发布了最新一版的《全球展会观众报告》，核心调查结果如下：

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

贸易展览被视为稳定、稳固的商业渠道，但其他类别的交流渠道可能会出现更快的增长。

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

虽然会展活动在一定程度上更多地转向“节庆化”，但展会观众观展的主要目标依然是实现商业目标，超过展会的娱乐性。

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

针对具体的观展“痛点”，通过展会主办方和会展场馆对细节的管理可以有效解决。

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.

全球的展会参观者对他们参加的展会总体上依然有着稳定的满意度。但同时，来自成熟市场的22%至27%的展会参观者认为展会“变得更糟了”。较年轻的展会观众和高管级别的展会观众一方面依然要求展会能够满足他们的业务需求，同时也期待展会变得更有趣。

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.

该报告是基于UFI在全球的商业网络，以及Explori公司在全球各地广泛的客户和研究基地。该研究是基于来自贸易展览访客的13,000多条回复的分析，并结合了对29位展会项目主管和高级营销人员的深入访谈。

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

该报告为展览业内的专业人士提供了许多见解和可立即使用的结论，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.

全球来看，贸易展览会获得3.86（满分5.00）总体满意度评分，观众对展会的推荐意向值为 7。这两个价值在过去三年中保持稳定。组织者似乎在维持访客满意度和对展会的推荐意向方面颇有成效。然而，与发展中市场观众相比，来自发达市场的参观者对传统模式的贸易展会显示出更多的疲劳迹象。

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.

与其他渠道相比，展会观众将贸易展览会评为“最佳”渠道，通过展会满足其核心业务需求，即建立商业网络/与客户会面，采购产品，学习和了解行业最新动态，以及寻找新的创意/创新。但是他们表示，他们对其他渠道的使用将比使用贸易展览的增长速度更快。

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执行总经理兼首席执行官Kai Hattendorf表示：“这项展会观众研究证实了：观众明确将展览会作为他们业务发展的选择渠道。除了详细分析影响观众体验的要素以及观众年龄的影响外，该研究还指出了一些重要的区域差异，并清楚地表明展会主办方如何有效提升观众的观展体验。”

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.

该报告的摘要可以免费从UFI网站下载，网址为www./research。完整的观众报告可在UFI网站的会员区下载，网址为http://members./members_access.aspx。