本课程旨在为会展专业培养高复合型、强应用型人才。课程涵盖了策划综述、项目谋划、资源调研分析、展览主题创意策划、会议创新策划、奖励旅游创意策划、赞助策划和会展品牌策划等内容。通过教学，同学们能掌握会展策划知识和传播策略，能熟练应用会展各类型项目以及各个环节策划的基本方法与步骤；具备会展专业策略思维能力、各类会展项目策划全案撰写能力和技巧；在一次次的策划实践中锻炼提炼问题、分析问题、解决问题的能力；树立专业使命、文化自信和全球视野；培育和激发创新精神、人文精神和美育精神并在多元类型任务中提升团队合作和协调沟通能力。
Overview
Syllabus
- 引言 Introduction
- 第一章 会展策划综述 Chapter1: Overview of Events Planning
- 1.1 会展项目的类型及其差异 Types of Event Projects and Their Differences
- 1.2 会展构成要素及各利益相关方诉求 Components of Events and the Demands of Various Stakeholders
- 1.3 会展项目策划的内涵和原则 Connotation and Principles of Event Project Planning
- 1.4 会展项目策划的流程 The Process of Event Project Planning
- 第二章 会展项目谋划 Chapter2: Event Project Strategic Planning
- 2.1 会展项目谋划的战略思考 Strategic Thinking in Planning Event Project
- 2.2 会展活动谋划的主要目标和城市会展业发展定位分析 Analysis of the Main Objectives of Planning Events and the Positioning of Urban Events industry
- 2.3 会展项目谋划的技术手段分析和实证案例 Analysis of Technical tools and Empirical Cases of Event Project Planning
- 第三章 会展项目资源调研与项目可行性分析 Chapter3: Resource Study and Feasibility Analysis of Event Projects
- 3.1 会展项目资源调研的内容 The Content of the Resource Research of the Event Project
- 3.2 会展项目资源调研的作用及立项内部条件分析 The Role of Resource Research and Analysis of Internal Conditions for Event Project Approval
- 3.3 会展调研的方法及可行性分析报告撰写 Methodology of Events Research and Feasibility Analysis Report Writing
- 第四章 展览主题策划与创意设计 Chapter4: Exhibition Theme Planning and Creative Design
- 4.1 展览主题的历史演变 Historical Evolution of ExhibitionThemes
- 4.2 展览目标的确立和策划的主要内容 Establishment of Exhibition Objectives and Key Elements of Planning
- 4.3 展览主题策划的创意思路 Creative Ideas for Exhibition Theme Planning
- 第五章 会议创新策划 Chapter5: Innovative Planning for Meetings
- 5.1 会议策划的流程和要素 Processes and Elements of Meeting Planning
- 5.2 会议策划的创新思路 Innovative Ideas for Meeting Planning
- 第六章 会奖旅游创意策划 Chapter6：Creative Planning for MICE Tourism
- 6.1 会奖旅游及其产品特性 MICE Tourism and Its Product Characteristics
- 6.2 会奖旅游产品的策划基础和核心构成要素 Planning Basis and Core Components of MICE Tourism Products
- 6.3 如何开发设计具有创意性的会奖旅游产品 How to Develop and Design Creative MICE Tourism Products
- 第七章 会展项目赞助策划 Chapter7: Sponsorship Planning for Event Projects
- 7.1 赞助演变史 The Evolution of Sponsorship
- 7.2 会展活动赞助的效应原理及十重功能 The Effect Principle and Function of Event Sponsorship
- 7.3 会展活动赞助的特点和原则 Characteristics and Principles of Event Sponsorship
- 7.4 会展活动赞助的双向选择机制 Two-way Selection Mechanism for Event Sponsorship
- 第八章 会展品牌策划——以ADM为例 Chapter8: Events Brand Planning - Take ADM as an Example
- 会展助力共同富裕的浙江实践（案例集）Zhejiang Practice of Promoting Common Prosperity by Events (Casebook)
- 结语 Conclusion
Taught by
Xu Lisha, Guoyan Ren, and Xia Chen
