Research On Exhibition Value Triangle Of Textile Trade Show

Recent years exhibition industry in China has developed rapidly. Textile trade shows are playing an important role in exhibition industry for their quantity and size, and stepping into the new stage of a value competition instead of quantity competition after a long-term development. It is an attempt to strike out in another direction to study the problems in the position from the organizers, exhibitors and visitors instead of macro-research as most pursuers did, and build a complete exhibition value triangle model based on concept of exhibition value triangle present by Gu Qingliang and chain value analysis model.Value triangle model is the abstraction, simplification and simulation of the exhibition's core value and its transfer among organizers, exhibitors and visitors. It contains that the definitions of three basal elements organizers, exhibitors and visitor, the description of relationship between one another, and the study on how the three elements accomplish value creating and transferring via informationinterchange, business dealings and logistics. Once coming into being, exhibition value triangle would get into a continuously dynamic coupling condition. Three elements are stimulative and restrictive for each other, exhibition's development will come into a positive circle if three elements optimize coupling each other, whereas exhibition will fall into a negative circle when any one element lose its balance.Exhibition value triangle could be also used as a tool for exhibition problems' analysis and study. It is a necessity for a successful fair that accomplishment of multiple-wins of the organizers, exhibitors and visitors. As lifeline of exhibition, exhibitors and visitors' value realization is the prerequisite of exhibitions' positive development. Therefore we could estimate and understand what is exhibition going on, whether provided with core competence or not, what might be wrong and how to deal with to create, enhance or maintain the core competence through the analysis of exhibitors and visitors' expectation on participating the exhibition and its attainment, as well as their satisfaction and loyalty on exhibition and exhibitors.Also take the show named T which is a famous international textile trade show in China as a typical case to study. For author has particaipated an exhibition research project cooperated with T show's organizer and applied the exhibition value triangle model to practice successfully. T show will be analyzed in both dynamic and static way inanalytical method of exhibition triangle value model with data collected by on-site questionnaire survey from 2003 to 2005.There is a sum-up on relative content of exhibition value triangle along with its analytical method and the conclusions from T show's data's analysis, and some suggestions with this understanding.