The Statistical Report of China Exhibition Data for 2017 (hereinafter referred to as the Report) issued recently by the Working Committee on Conference and Exhibition Statistics of China's Conference and Exhibition Economic Research shows that in 57 cities of 29 provinces (districts and municipalities) in the country in 2017, more than 100 undergraduate colleges and universities of exhibition management and more than 200 specialized colleges and universities of exhibition planning have been set up. It is estimated that the number of exhibition majors in Colleges and universities in China is around 50,000, and the number of graduates is over 10,000 every year.
Since the establishment of exhibition specialty in domestic colleges and universities in 2002, exhibition industry and education have been developing upwards for more than ten years. As a new major, exhibition education is constantly improving the existing problems and providing important support for the development of industry and reserve talents
Wide application of knowledge and great demand for talents
Where can exhibition knowledge be applied? Li Jiahao, a marketing major at Xi'an Peihua College, felt that relevant knowledge was needed in the 2018 (Singapore) Global Brand Planning Competition held in Kunming at the end of April, from pre-planning to exhibition board design and layout to final marketing. However, because the major does not involve exhibition courses, some of these links are "more than one's heart but less than one's strength". "For example, how to draw, how to place, we have consulted the information. At this time, I wish I could learn some knowledge about exhibition. Wang Yuan, a marketing major at Yunnan University of Finance and Economics, also feels the same way: "What we are showing is a one-stop tourism service platform. Not only the name and logo need to be designed by ourselves, but also the exhibition board should be made in the exhibition marketing. How to be concise and reflect the characteristics of the product? Team members thought for a long time before they realized the importance of exhibition knowledge. She said that after the exhibition, she would learn exhibition knowledge and broaden her professional scope beyond the course.
Exhibition knowledge has a wide range of applications, but the current problem is that there is insufficient supply of talents in this area. According to the data, there are only three undergraduate colleges and universities in Kunming that offer related majors. Looking at the whole country, as of 2017, there are more than 6700 undergraduate graduates of MICE every year. The graduates of master and doctor with high degree in MICE education are insufficient, about 70. "As early as more than ten years ago, some schools have opened exhibition specialty. With the vigorous development of exhibition industry, there is still a shortage of talents in this field, and many colleges and universities have not even established this specialty." Chen Wei, a special professor at Shanghai Second Polytechnic University, said. In Chen Wei's view, the development of exhibition industry needs students with strong comprehensive ability, not only marketing ability, but also display ability. Therefore, only a professional teaching can not meet the industry's demand for talents. This requires a specialty specializing in Convention and exhibition, which integrates all kinds of knowledge teaching. "Most of the participants in today's exhibition recommend products only from the product itself, without considering customers'feelings and needs, ignoring the two-way nature of the exhibition." He said that in order to adapt to the development of exhibition industry, colleges and universities should attach importance to curriculum and train more professionals.
Lack of practicality is a major problem in Education
It is a general trend to set up exhibition specialty. For the schools that have already set up this specialty, there are still many problems to be explored and improved in the actual teaching. Wang Shengying, Ph.D. in Finance and Executive Dean of the Institute of International Conference and Exhibition Industry, Shanghai Second Polytechnic University, said: "In the light of the issues of exhibition education concerned in the reports of various provinces in China, the main problems are that the professional orientation is not in conformity with the curriculum, the teaching staff needs to be improved, and the way students participate in exhibition practice is insufficient." He pointed out that most of the teachers majoring in Convention and exhibition are directly engaged in Higher Education after graduation. Their practical ability is weak, and they are obviously out of touch with the development of industry. There are hollow teaching areas, so the talents trained will inevitably have some defects in professionalism. In addition, in addition to the north and coastal exhibition economy is more active, exhibition students participate in industry practice is more common, there are larger weaknesses in practice in other regions, and their practice activities have not yet formed an orderly and systematic.
This is the general situation throughout the country. How about local teaching in Kunming? Yunnan University of Finance and Economics, which opened exhibition and economic management specialty in 2008, is one of the earliest universities in Yunnan Province to open exhibition specialty. Teachers of exhibition economy and management specialty in Yunnan University say that the accumulation of practical experience is a key part of exhibition education and also a problem to be solved at present. "Take the exhibition major of our school as an example, some students can only touch the relatively shallow plate when they come to the enterprise practice, and can not participate in the exhibition all the way. In this way, the application of knowledge is incomplete and students can not be improved. What is exhibition management? How to plan? If we only emphasize theory too much, students can not really integrate into the curriculum.
Solving the Talent Problem and Supporting Industrial Development
How to solve the above problems? Wang Shengying proposed that we should strengthen the construction of exhibition practice teaching base, construct the practice teaching mode combining production, teaching and research, provide excellent teaching, practice and training bases and platforms for teachers and students, and improve the teaching quality.
These measures have already been embodied in Kunming. In 2017, Kunming Expo Base was established in Kunming College. This platform promotes the integration and development of exhibition industry and high-quality educational resources in universities. Li Huasheng, director of Kunming Expo Bureau, said that the Expo Base has built a platform for tripartite cooperation among the government, enterprises and schools, which has improved the quality of exhibition education and enhanced the practicality of students.
From the actual teaching situation of universities, Yunnan University of Finance and Economics has also arranged practical courses in the course of exhibition planning. In the whole major of exhibition economy and management, the credits of practical courses account for 40%, and the caliber is more targeted. "Our course covers a wide range of subjects, including etiquette, exhibition layout and planning. In these classes, the teacher will teach in situational ways, such as writing a plan or arranging a meeting place, etc. Yang Jin, a student majoring in exhibition economics and management, will say. Relevant teachers of this specialty said that diversified classroom is only one of the practical manifestations. At present, the school is exploring the mode of integration of production and teaching, hoping to form good communication between enterprises and schools, school curriculum can be used by enterprises, and enterprise personnel can also enter the classroom, so as to truly realize the interaction between schools and enterprises and improve learning.