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Chapter 1 The MICE Industry and the World Expo 会展业和世博会1

Section A Reading Assignment1

What is MICE?2

Section B Case Study8

Types of Meetings8

Section C Format Writing10

Exhibition Manuals 会展指南10

Chapter 2 MICE Planning 会展策划15

Section A Reading Assignment15

Who Plans and Holds Meetings?16

Section B Case Study21

The Convention Marketing Mix21

Section C Format Writing22

Business Letters 商业信函22

Chapter 3 Event Sponsorship 会展融资32

Section A Reading Assignment32

Identifying Potential Sponsors33

Section B Case Study39

Sponsorship of ICT 200239

Section C Format Writing45

Part 1 Visiting Card 名片45

Part 2 Memo 内部通知47

Chapter 4 Event Marketing 会展营销52

Section A Reading Assignment52

Online Event Marketing53

Section B Case Study58

Clever E-mail58

Section C Format Writing59

Part 1 Invitation Letter 邀请信59

Part 2 Invitation Card 邀请卡62

Part 3 Acceptance and Regret 回贴与辞谢64

Chapter 5 Negotiations 谈判67

Section A Reading Assignment67

Negotiating Tactics68

Section B Case Study74

To Be a Skilled Negotiator74

Section C Format Writing76

Contract 合同76

Chapter 6 Logistics 物流83

Section A Reading Assignment83

The Logistics Value-Added Process84

Section B Case Study89

Event Shipping Services89

Section C Format Writing90

Bill of Lading 提单90

Invoice 发票91

Application Form for Cargo Transportation Insurance 货物运输保险投保单92

Declaration Form 报关单95

Certificate of Origin 产地证明书99

Chapter 7 Exhibit Space Preparation and Decoration 展台搭建103

Section A Reading Assignment103

Key Factors for Successful Events104

Section B Case Study109

Theme Building of the Event109

Section C Format Writing111

Part 1 Notice 通知111

Part 2 Leaflet 传单113

Chapter 8 Event Information Management 会展信息管理117

Section A Reading Assignment117

The Guest Package System118

Section B Case Study123

Stages of IT Implementation123

Section C Format Writing125

E-mail 电子邮件125

Chapter 9 Food and Beverage Service 会展餐饮服务128

Section A Reading Assignment128

Banquet Room Reservation,Assignment and Setup129

Section B Case Study140

Dining Service Styles and Procedures140

Section C Format Writing141

Function Sheet 餐饮服务订单141

Chapter 10 Event Finance 会展财务146

Section A Reading Assignment146

Successful Budgeting147

Section B Case Study154

The Budget for the ASEM 2000 Conference154

Section C Format Writing155

Financial Statements—Balance Sheet 财务报表——收支平衡表155

Chapter 11 Overseas Exhibition 出展管理163

Section A Reading Assignment163

Shipment,Insurance and Stand164

Section B Case Study170

Show Rules and Regulations Concerning the Exhibitors170

Section C Format Writing174

Reservation Fax 预订传真174

Chapter 12 Event Management 展览现场管理178

Section A Reading Assignment178

All for the Big Day179

Section B Case Study185

Wi-Fi Success at a Film Festival185

Section C Format Writing191

Opening Address 开幕致辞191

Chapter 13 Security,Safety and Risk Management 安保与风险管理196

Section A Reading Assignment196

Handling Hazards that Might Arise197

Section B Case Study203

The First Theft at the Kongju National Museum203

Section C Format Writing205

Safety Requirements of Science Fair Rules 科技展览会安全规章205

Chapter 14 Pre-Post Convention Tours 会前会后旅游210

Section A Reading Assignment210

Tour Proposals211

Section B Case Study215

Section C Format Writing217

Post-meeting Tours Itinerary 会后旅游线路217

Chapter 15 Event Evaluation 会展评估221

Section A Reading Assignment221

Event Evaluation Approaches222

Section B Case Study228

Follow up on the Janpanese Propaganda Exhibition in Perkins228

Section C Format Writing229

Evaluation Meeting and Report 评估会议和评估报告229

Chapter 16 Handling Problems and Complaints 会展问题与投诉处理234

Section A Reading Assignment234

Handling Problems and Complaints235

Section B Case Study241

ABC Convention Corporation Guest Satisfaction Questionnaire241

Section C Format Writing247

Reply to a Guest Complaint 回复投诉信247

附录254