Preface
Today is the turning point of the history and the future; standing on this point, we should be responsible for the past as well as the future. Of course, we know clear about that yesterday was gone; tomorrow is uncertain in the future; only today is in our hand that can be controlled by ourselves. Taking advantage of today, catching the good opportunity, we should develop our MICE industry. Convention and Exhibition become more and more popular in the world. China’s exhibition industry has been booming in the past three decades with the sustained and rapid growth of national economy. Being a developing and large market in Asia, China has been attracting more and more investors since the implementation of opening and reform policy. The book consists of many novel ideas in Convention & Exhibition teaching and learning. 2010 Shanghai Expo presents me with extraordinary thoughts and fashions, which stimulates me to put the pen to the paper. Exhibition is an old trade as well as a new one in China. In short, it was a market as well as a trade fair familiar to us. However, modern exhibition, booming in the Europe, introduced into China lately, is not just a simple fair. Modern exhibition carried out in a good cooperation deals with culture, communication and technology.
Based on Melvil Dewey's theory—Learning from Doing, the book is compiled in contents with the process of project in which many tasks are set up. Studentcentered teaching approach with taskbased learning strategy is the clue of the whole book. The book can be divided into eight Units.
In Unit 1—Introduction: General Understanding of Convention & Exhibition, in this part a general view of the MICE is put forward to the students and the selftaught readers. On some basic definitions and concepts in Convention & Exhibition are shed light.
In Unit 2, Project 1: Planning for Convention & Exhibition. In this part a general view of planning for MICE is an important issue in the event that influences the other matters of coming stage. Planning is everything that can direct customers and visitors to a special surrounding.
In Unit 3, Project 2: Marketing Convention & Exhibition. Marketing refers Market mix including 4Ps: Place, Price, Product and Promotion. The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.
In Unit 4, Project 3: Negotiation in Convention & Exhibition. Negotiation usually happens to everyone at any time. Negotiation in Convention & Exhibition aims to accomplish each other's business goals with mutual benefits. In this part many strategies and skills on negotiating will introduce to readers and learners.
In Unit 5, Project 4: Management of Convention & Exhibition. Management may be the most important innovation of the twentieth century, and the one most directly affecting the young, educated people in colleges and universities who will be tomorrow’s “knowledge workers” in managed institutions, and their managers the day after tomorrow.
In Unit 6, Project 5: Finance of Convention & Exhibition. We often say that money is not everything, without money everything is nothing. How to raise funds for convention & exhibition and how to look for sponsors who are strong in finance should be taken into account. Doing big deal with least money is a modern concept in our society. Saving money for a rainy day also is familiar to us.
In Unit 7, Project 6: Reception and Etiquette in Convention & Exhibition. In this part some basic etiquettes and ceremonies including business etiquettes and office etiquettes and table manners are introduced to the readers. Cultural differences lead to different customs and habits which influence the individuals behaviours and personal codes.
In Unit 8, Project 7: Cross-cultural Communication in Convention & Exhibition. This part offers readers a general view on crosscultural communication, which includes many details of eastern and western cultural differences. Especially, culture shock will influence those who are not familiar with international negotiation and business. With some cases regarding crosscultural communication, the readers are required to understand the cultural differences, meanwhile avoid cultural shock in some degree.
Unit 1, Unit 7 and Unit 8 are compiled by Liu Wei（刘伟）； Unit 2, Unit 3 and Unit 4 by Ju Ming（巨铭）; Unit 5 and Unit 6 by Xu Yaohui（徐耀辉）.
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