"Shanghai High-tech Industrialization Exhibition" Evaluation Of Spread Effect

Shanghai High-tech industrialization Exhibition(referred to as "High-Tech Exhibition")was held in Shanghai Energy Saving Environmental Protection Industry Park since Jul 28,2010.According to the original plan the exhibition to show for half year.By focusing on government resources organized in a short time,"High-Tech Exhibition" has really reached certain scale and achieved certain results.But the biggest problem for the "High-Tech Exhibition" is the spread effect whether the original intention of the last extension exhibition and how to optimize the late extension.At the same time based on the "High-Tech Exhibition" features,the traditional commercial exhibition of the evaluating system for the "High-Tech Exhibition" spread effect can not be directly applied for evaluation.Therefore,according to the characteristic of " high-tech exhibition",combining with the related theories home and abroad and the existing evaluation system,try to establish an evaluation system of the professional for the communication effect of "high tech" exhibition project.Based on the "5W" theory of Spread model for the "high-tech exhibition"present status were analyzed and found that "high-tech Exhibition" features in the dissemination process.The paper make full use of ordinary commercial exhibition evaluation indicators on the basis of the index system,combined with"5W" theory and the characteristic of "high-tech exhibition",after digestion and absorption Expert Opinion,using the AHP method,construction of the "ShanghaiHigh-tech industrialization Exhibition" spread effect evaluation index system.Around the target layer under the 5 criteria layer,total 16 three level index.In determining the weight distribution,through the design of questionnaire and data statistics and scoring,"Shanghai High-tech industrialization Exhibition" spread effect quantitative score was 4.24 points(full marks of 5),qualitative level for the"good".However,through in-depth analysis found that "high-tech exhibition"Key Indicators "exhibition in Shanghai industrial economy influence","booth design and novel ways"and other' aspects of performance is not satisfactory.Finally,after the dissemination of results on the key indicators of the impact analysis,the authors proposed to enhance the dissemination of results indicators show prioritization.The enhanced "high-tech exhibition" spread effect "Expo effect gives the reference to enhance the experience shows the way and means"?to further clarify the" new exhibition "brand positioning" and other five aspects of the proposal.For the evaluation of the same type of exhibition also has certain reference significance.