深圳高交会调研报告Word格式文档下载.docx
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Byaseriesofshowcases,forumsandevents,theCHTF2009showedtheworldthegreatachievementsChinahavemadefromthereformandopeningup,andthenewestscientificandtechnologicalachievementsfromimplementingthescientificconceptofdevelopment,thetransformationofeconomicgrowthpattern.Intermsofinternationalization,thisyear,16governmentministersfrom11countriesattendedMinisterForum,sharedtheirinnovativeideasoneconomicdevelopment,intercommunicationpromotionandinternationaleconomiccooperation,tostrengthentheconfidenceinthefightagainstinternationalfinancialcrisis.Inaddition,theforumsandsuper-SUPEReventatCHTF2009gatheredhundredsofseniorofficials,CEOsfromTNCs,expertsandscholars,werehighlypraisedbyexhibitorsandvisitors.
第一部分研究方法
SectionⅠMethodology
一、调查方法
定点抽样访问
定点抽样是指对所有展商按照一定的规律进行选择抽样,以达到样本的合理性,确保受访单位的固定性和唯一性。
Systematicsampling
Fixedsamplingistoselectasamplefromallexhibitorsaccordingtosomerules,soastomakeareasonablesampleandensurethefixityanduniquenessofrespondentsunits.
现场拦截访问
现场拦截访问是在展会的固定场所拦截访问对象,对符合条件的观众进行直接访谈,特别适合在较短时间内完成大量样本采访,并在访问同时对问卷的真实性和答题质量进行现场控制。
Interceptinterview
Interceptinterviewisasurveythatinterviewersinterceptinterviewees,andinterviewtheeligiblepersonfacetofaceinanumberofchosenplaces.Itisespeciallysuitableforsurveysthatalargenumberofsamplesneedtobegatheredinashorttime,andcontroltheauthenticityofthequestionnairesandqualityofresponseimmediately.
样本类型
Sample
样本量
Sizeofsample
抽样方法
Methodofsample
参展商
Exhibitors
基础问卷800份
Basicquestionnaires:
800
在各个展馆内,按空间方位采取等间隔的系统抽样方法(按右手原则隔2抽1),若受访者不符合条件,则以下一个样本代替。
Weusedsystematicsampletochooseintervieweesineveryexhibitionhall,ifintervieweesrefusedthesurveyorwerenoteligible,wesubstituteditwiththenextsample.
观众
Visitors
在各个展馆的出口,对从展馆走出的观众采取等间隔的系统抽样方法(按右手原则隔4抽1),若受访者拒绝或者不符合条件,则以下一个样本代替。
Attheexitofeachexhibitionhall,weusedsystematicsampletointerceptintervieweeswalkingoutfromthehall.Ifintervieweesrefusedorwerenoteligible,wesubstituteditwiththenextsample.
二、分析方法
Analysismethod
加权要素分析法
加权要素分析法是一种基于多种标准进行项目选择的系统方法。
首先是要识别出企业选择项目的若干重要的指标,对各个指标赋予权重,然后就上述每一个指标对候选项目进行评分。
本次调查将满意度的分值最高定为5分,依次是4、3、2、1分。
最后通过加权分析,得到参展商和观众对各项目满意度的最终分值。
Weightedfactoranalysismethodology
Weightedfactoranalysisisakindofsystemanalysismethodologybasedonavarietyofcriteriaforprojectselection.Firstly,identifyanumberofimportantindicatorsofthecompanies’selectedprojects,andendowtheweightofeachindicator,then,givescorebasedoneachofsaidindicators.Thissurveysetsthehighestsatisfactionscoreofthissurveyas5points,followedby4,3,2,1points.Finally,byweightedanalysis,achievethefinalscoregivenbyexhibitorsandvisitorsonthesatisfactionofeachproject.
内容分析法
内容分析法是指对于明显的传播内容做客观而有系统的量化并加以描述的一种研究方法。
对调查内容作系统化和客观化的分析,以探寻内容背后的真正意图。
调查将对参展商和观众所回答的内容进行统计分析,并采用ACCESS软件,进行量化统计。
Contentanalysismethodology
Contentanalysismethodologyreferstoakindofresearchmethodsmakingobjectiveandsystematicquantitativeanalysisanddescriptionontheapparentspreadingcontents.Thesystematicandobjectiveanalysisismadetoexplorethetrueintentionsinvolvedinthecontent.Thesurveywillmakestatisticsandanalysisontheansweredproblemsofexhibitorsandvisitors,andmakequantitativestatisticsbyadoptingACCESSsoftware.
第二部分参展商研究
SectionⅡExhibitorsResearch
一、参展商的基本特征
Exhibitor’sBasicFeature
固定参会群体成为参展商的主要组成部分
Fixedgroupsareamajorcomponentofexhibitors
高交会已经拥有了一定数量的固定参会群体,此部分群体是参加展会的中坚力量,占所有参展商数量的71.5%。
Fixedgroupsareamajorcomponentofexhibitors;
theyarethenucleusofexhibitors,accountingfor71.5%ofallexhibitors.
◆参展商往届经历
Exhibitors’categories
参与高交会现场的参展商代表多具建议权,对其公司的发展具有较强的信息反馈作用。
Mostofexhibitorshavetherighttomakerecommendationsfortheircompanies.
调查发现,高交会被访问的参展商代表基本能够对公司的发展具有建议权,占所有群体的42%;
高交会现场参展商中的决策层占5.4%,员工层成员占30%。
ThesurveyrevealsthatmostexhibitorsofCHTF2009interviewedhavetherighttomakerecommendationsforthedevelopmentoftheircompanies,accountingfor42%ofallgroupsamongwhichdecision-makinglevelaccountfor5.4%,andstafflevelaccountfor30%.
◆参展商代表职位图
Exhibitors’posts
二、参展商的参展行为
PurposeofExhibitors
获取订单、寻找合作伙伴是展商参加本届高交会的主要目的
ThemainpurposeofexhibitorsatCHTF2009istogetordersandsearchforbusinesspartners.
高交会作为商业信息和项目交流的平台,对参展商具有重要的吸引力。
调查显示,参展商的参会原因占前三位的是获取订单(55.1%)、寻找合作伙伴(50.1%)、寻找项目和商业信息(44.9%)。
其中,寻找项目和商业信息的展商数量比往届有显著增多(第九届16.7%,第十届26%)。
Asaplatformforbusinessinformationandprojectsexchange,CHTFhasanimportantattractionforexhibitors.ThesurveyrevealsthattheintentiontoparticipateCHTF2009istoobtainorders(55.1%),lookforbusinesspartners(50.1%),lookingforprojectsandbusinessinformation(44.9%).
◆参展商参展目的
Mainreasonsforparticipation
高交会的影响力、档次和政府的支持与重视是参展商参展的重要因素
Theinfluence,levelandsupportfromgovernmentareimportantfactorsthatpromoteexhibitorstochooseCHTF.
有近7成的参展商认为展会的影响力是参加本届高交会的促成因素;
其次是展品的档次和种类,占促成因素的45.4%;
政府的支持与重视也非常重要,占促成因素的40.7%。
Nearly70%oftheexhibitorstoldthattheinfluenceofCHTFisanimportantfactortopushthemtoparticipate,followedbythelevelandtypesofexhibitsofpreviousCHTFs,accountingfor45.4%;
theGovernment'
ssupportisalsoveryimportant,accountingfor40.7%.
◆参展商参会因素
Concernsofexhibitors
三、参展商对高交会的认可度
Exhibitors’RecognitiononCHTF2009
参展商对高交会的满意度不断提升
ThesatisfactionofexhibitorsonCHTFisrisingcontinuously.
参展商对高交会的较高认可度是保证参展商持续关注、参加高交会的前提,本调查通过分析参展商对专业性、现场组织、配套设施等的满意度来考察参展商对高交会的满意度。
AhighdegreeofrecognitiononCHTFfromexhibitorsisaprerequisitetoensureexhibitorstoparticipateCHTFandpaycloseattentiononCHTFcontinuously.Bytheanalysisoftheexhibitors’satisfactiononprofessionallevel,organization,supportingfacilitiesofCHTF,wecangettheresults.
◆参展商满意度
Exhibitors’satisfactionofservicesprovidedbyCHTF
从专业性的各个维度来看,参展商对展区主题设置比较满意,达到3.8分。
第十一届高交会采用了全新的电子票务方式,使参展商对票证服务的总体满意度评价相比以前(第九届3.45,第十届3.13)大为提高,总体满意度为3.7分。
Onvariousprofessionaldimensions,theexhibitorsarerelativelysatisfiedwiththesubjectsettingofinthepavilion,whichhasreached3.8points.CHTF2009adoptedofabrandnewelectronicticketingsystem,sothattheoverallsatisfactioncommentofexhibitorsontheticketserviceswasgreatlyimprovedcomparedtothatoftheprevioussessions(3.45intheninthsession,and3.13inthetenthsession),andtheoverallsatisfactionwas3.7points.
参展商基本能够达到参加高交会的预期目的
Exhibitorscanachievetheirexpectedtargetsbasically.
九成以上的参展商对高交会取得的效果表示满意,78%的参展商认为本届高交会达到了预期所希望的目的,而12.9%的参展商认为大大超出了原来预计的目的。
Morethan90%ofexhibitorsexpressedtheirsatisfactionontheresults,78%believethatCHTF2009helpthemachievetheirexpectedtargets,and12.9%thinkthattheiroriginalpurposesarefarexceededatCHTF2009.
◆参展商预期
Exhibitors’satisfactionontheresults
参展商参加高交会的“回头率”较高
MostexhibitorspossiblyattendthenextCHTF
有82.5%的参展商表示会参加下届的高交会,有11.1%的参展商表示仍在观望,还不确定,将根据明年的实际情况而定。
82.5%oftheexhibitorssaidtheywouldparticipatethenextCHTF,and11.1%expressedtheywerenotsuretheywouldcomeagain,theywerestillwatching,itdependedontheactualsituationofnextyear.
◆参展商是否参加下届
Exhibitors’intentiontoattendCHTF2010
第三部分观众研究
SectionⅢResearchonVisitors
一、参会观众的基本特征
Overallfeaturesofvisitors
参会观众50.6万人次,专业观众达到七成以上
506,000visitors,ofwhich70%areprofessionalvisitors.
本届高交会共接待国内外观众50多万人次,专业观众的比例达到72.5%。
调查发现,首次参加高交会的观众群体占39.2%,非首次参加的观众占到60.8%,此部分群体为高交会的固定参会群体。
Morethan50millionvisitorsathomeandabroadvisitedthemainhall,professionalvisitorsreached72.5%.Thesurveyindicatesthat39.2%ofthevisitorsarethefirsttimetoparticipateinCHTF2009.Non-first-timevisitorsaccountfor60.8%,thisgroupisafixedparticipantgroup,playedanimportantroleinthedevelopmentofCHTF.
◆观众构成
Visitorprofile
高交会观众能够对企业决策具有建议权
Visitorshavetherighttomakerecommendationsontheircompany’s’decision-making
高交会吸引了众多优秀的专业观众,能够进行决策的占13.7%,参与所在公司决策的观众占31.3%;
具有建议权的观众所占数量最多,占38.0%;
不参与决策的观众数量较少,仅占17%。
CHTF2009hasattractedalargenumberofprofessionalvisitors,amongwhich13.7%visitorscanmakedecision,31.3%visitorscanparticipateinthedecision-makingintheircompany,thevisitorswithsuggestionrightsisthemajority,accountingfor38.0%;
andthevisitorswithoutinvolvingindecision-makingarefew,onlyaccountingfor17%.
◆观众在公司所处职位图
Theroleofthevisitor