Quantitative analysis 定量分析Essay范文参考

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03-23, 2014

International Event Organizers in China

中国的国际活动主办方

Introduction
引言

1.1Introduction to the topic
1.1主题的介绍

The event refers to the conference, display, major-type activity and some other communality activities. The definition means that a lot of people get together in some certain regions to make the regular or non-periodical communality activities, so as to transmit and exchange information. The event involves in various types exposition, display, large-scale conference, sports competition, cultural event, festival celebration and some other events. Along with the development of society and economy, events becomes more and more popular to exhibit the goods, services, culture and some other aspects. And many organizations would like to participate in the events to show their products or services. Because there will be many consumers take part in the events, and through the events, the organizations can introduce the special characteristics of their items on display, thus there will be more opportunities for the organizations to sell the products.

本次活动是指会议，展示，各大类活动和其他一些共同性的活动。该定义是指很多人扎堆在某些特定区域，以定期或不定期的集体性活动，以传递和交换信息。本次活动涉及各类博览会，展示，大型会议，体育竞技，文化活动，节日庆典和其他一些活动。随着社会和经济的发展，事件变得越来越普遍表现出的货物，服务，文化等诸多方面。许多企业想参与活动，展示自己的产品或服务。因为会有很多消费者参与活动，并通过活动，该组织可以介绍自己的展品的特殊性质，因此将有更多的机会为企业销售产品。

1.2 Research objectives

1.2研究目标

The objectives of this study are to make a detailed exploration of the history, background, challenges and issues in front of international event organizers in China firstly. Then discuss the management strategies adopted by international event organizers. Thirdly find out the key crucial factors which bring success to some event organizers. Lastly, attempt to give some hints or recommendations for current event organizers and new comers in China event industry and draw implications for future research.

本研究的目的是在中国的国际赛事组织者进行历史，背景，挑战和问题进行详细的探讨。然后讨论通过的国际赛事组织者的管理策略。第三，找出带来成功的一些活动组织者的重要关键因素。最后，试图给出一些提示或建议，当前事件的组织者和中国会展业的新来者，绘制未来的研究意义。#p#分页标题#e#

1.3 The primary research questions

1.3主要研究问题

Therefore the questions are developed based on the problem statement as follows.

因此，问题是基于如下所陈述的问题。

The first question is what is happening in the event industry and the international event organizers in China? The second one is which external factors (macro environment) impact the international event industry and event organizers in China. The third one: what are the international event organizers’ internal factors which have influences on their business performance? The fourth one: what are the international event organizers’ challenges, issues and management strategies?

第一个问题是什么是发生在事件行业和中国的国际活动的组织者？第二个是外部因素（宏观环境）影响的行业国际盛会和在中国的活动组织者。第三个：什么是国际活动的组织者，影响其经营业绩的内部因素有哪些？第四个：什么是国际赛事组织者所面临的挑战，问题和管理策略？

1.4 Proposed literature search

The event industry has always been regarded as a huge business all over the World. Academic researched on event organizers and relevant management strategies are generally neglected. Event organizers are the origins of all events. They are responsible for topic development, planning, event management and get involved with financial risks. Event organizers must fulfill customer needs and offer perfect trade show platform to both exhibitors and customers. Event organizers charge fees from the exhibitors. This study tries to fill the theoretical gap in the literature. In previous studies on event performance, the reasons why visitors and exhibitors decide to attend specific events or not in different locations or the same location but during a different season were neglected. China, as an emerging market for events, was often neglected while the researcher only collected data and information from English-speaking countries or Western Europe. The competition in an emerging market is still on the way. Therefore exhibitors and visitors have lots of choices. This study focuses on these event organizers in the emerging market rather than that in an established market. The goal of this study is to explore event industry in China and the strategies of international event organizers in China and to discuss opportunities and challenges ahead of them.

China is an attractive country for many international event organizers to start their event businesses. Little information is written in English about event industry and the strategies of management adopted by present international event organizers in China. Event or conference center constructions are built in nearly every major city all over the world with expenses of billions of dollars. Although some issues on the event organizers are reported in some trade articles, there is still lack of comprehensive studies on the performance of event organizers. But, in fact, the incompetence of event study software like systematic studies and knowledge has badly influenced the new event development in those event and convention centers, which result in performance disappointment both from the investors and exhibitors who are in hope of derive more benefits from the industry. Although China is an emerging market, there is no easy access for new foreign organizers to enter into Chinese event industry, particularly due to different way of thing and cultural differences. The international event organizers share the incomes with local organizers. Local organizers gained more market share by lower price than their foreign counterparts. Oversupply of event centers leads to rental discounts to attract more events which could lead to a lowering of quality as well.#p#分页标题#e#

1.5 The research methods

This research mainly choose the questionnaire and interview to collect the related data and information. Before the interview, the interviewer should make the following preparation: to grasp the basic situation and material that relative to the interview content; to look through and report the relative document and the material of history and the reality; to formulate the interview program and outline (Tony, 2008). The interview method concludes two group of different background. One is manager and another one is audience. Both of the interviews are in semi-structure where the questions are listed and ask freely to the interviewee. The interview with audience is however short but is trying to get personal view of attending live event (John, 2002).

In order to improve the reply rate of the questionnaire, enhance the effectiveness and the reply quality, the question design should follow the following principle: 1. The objectivity principle, that is the question that designed must tally with the objective reality situation. 2. The necessary principle, that is the question must relative to the investigation topic and the research supposition design. 3. The possible principle, that is the question must accord with the ability of the surveyor to answer the question. The question that surpass the understand ability, remember ability, computing ability, reply ability of the surveyor should not be proposed (Bill, 2000). 4. The voluntary principle, that is the interviewer must consider that whether the surveyor want to make real answer to the question. The question that the surveyor do not like to answer should not be proposed. A short questionnaire is carried out to collect quantitative data from the public's opinion to the enterprises' activity and their market strategy. The questionnaire intends to target respondent who have already attend live event in order to obtain more resourceful information. The questionnaire also tempts to find out the aspects that influencing the enterprise's business strategy. The collected data will analyze the competition methods and measures of enterprise (Michael and Konrad, 2001).

It will introduce the definition of the research methods, and analyze the advantages and disadvantages of the methods. Thus the research can be identified the reliability and validity.

Literature Review
文献综述

2.1The background of international event organizers in China

The event industry has a long history in China. And there is full of opportunities, challenges, and competition for the event industry in China market. It is one of the few full-blown industries in China.

In the aspect of external environment, China has carried out the reform and open policy since 1978, thus China started to open to the foreign countries. And from then on, more and more industries from the foreign countries began to invest in China’s market. The political policies of China promise the foreign organizations to enter China’s market and make business with Chinese organizations. Along with China’s development, the center government and the local governments continue to make commercial policies and regulations for the foreign business. However, no matter what kind of policy or regulation be made, it is helpful for the foreign organizations to participate in China’s business. Moreover, since China has joined in WTO in 2001, China has made more trade policies for the business, the policies further expand the open degree of China. The policies eliminate more trade barriers for the foreign organizations, and this is helpful for the international organizations to enter China’s market and make the fair business. Along with the development of China’s economy, the commerce develops very fast. Thus the event industry can obtain a good development in the developing China’s market. As more and more organizations in various industries achieve a good development, thus they have enough power to pay attention to the event industry, and choose some successful event organizers to make the exhibition (Stella and Mark, 2000). Therefore, the event industry will obtain a rapid development with the various customers. As China becomes pay more and more attention to the business, thus the organizations start to use various methods to operate the business. As event organizations are the organizations to organize the enterprises to show their products in a place, and appeal many people as the customers to participate in the event. More and more business starts to change the traditional business methods, and make full use of various channels to make the business. As long as the business can achieve their objectives and profits, any kind of business methods can be chosen. Thus the event industry becomes popular in the business. In addition, the business of international event organizations in China can help them to obtain more profits. Because at the beginning of entering the China’s market by the international event organizations, the event industry in the market has not developed, and there are few competitors. Thus the international event organizations can grasp more opportunities in the blank market (Alan, Leo, Oliver, Jenny and Raymond, 2003).#p#分页标题#e#

In the aspect of internal environment, the international event organizations would like to invest in China’s market mainly for the following reasons: first of all, the international event organizations have obtained a successful development. They have enough economic power to enter China and develop the new market. Because economic power it the most important foundation to make business, therefore, the international event organizations are strong enough to enter the China’s market. In addition, the international event organizations have made a specific analysis of China’s market, and ensure the development prospect in China’s market. The correct marketing decisions of the organizations promote them to make business in China’s market.

2.2 The management strategies adopted by international event organizers

The international event organizers have taken some management strategies to arrange the successful business and operation in China’s market.

First of all, the event organizers adopt the pioneer ship for first-mover advantage. When the first group of international event organizations started to invest in China’s market, the industry in China’s market is blank, there is no event organizations in the market. The international event organizations brought in the established exhibitions from overseas, and acquired the local exhibitions. Thus they are the first to introduce the event to the China’s market, and appeal to the first group of customers. When the domestic business were aware of the usefulness of the event organizations, they may would like to show their products or services through the help of the event organizations. Based on this, the primary international event organizations can grasp the opportunities to obtain a development. Although there are more and more event organizations in the China’s market, the primary international event organizations have already obtained some certain customers’ loyalty, and they have already set up a good social image, thus their competitive and comprehensive power is stronger than the new event organizations.

Moreover, the event organizers build the relationship with trade associations and authorities. As the business policies or regulations are made by the trade associations and authorities, thus the good relationship with them can help the international event organizers to be familiar with the trade policies, and they can know some new market policies in advance. Thus they can take the suitable and appreciate measures to obey the policies, cater for the market demands and deal with the problems in the current management (Mohan Sharma, 1998). Moreover, to build a good relationship with the authorities can help the international event organizations learn the effective business strategies. Because the trade authorities can forecast the event industry’s development trend, and they can take the appreciate measures to in accordance with the development trend. Thus to build good relationship with the authorities, the international event organizers can know the important information from the authorities.#p#分页标题#e#

Furthermore, the event organizers strengthen the visitor promotion and market share. The international event organizers take the promotions strategy to popularize their business, and appeal more customers, thus they can strengthen their competitive power, and finally occupy more market share. The event organizers may choose advertisement to make the promotion. The advertisement can popularize the characteristics of the business, and the strength of the organizers. Thus they can appeal more customers. The event organizers also sent the marketers to connect with other organizations do develop the business, and seek customers. The marketers can introduce the business and conditions of the organizations in detail with their target customers. Thus the customers can know more clear about the event organizations.

In addition, the international event organizers adopt the localization strategy. The organizers employee the local staff to cut down the cost, and build the good relationship with the local relative factors involve in the supplier, the transportation, the place, and some other resources. Thus the international event organizers can sustain their exhibition ownership from takeover by partnering with the local related industries. Based on this, the international event organizers can reduce the cost.

2.3 The crucial factors that lead to success for international event organizers

First of all, the international event organizers can satisfy the demands of the customers and markets, and can provide an attractive business platform to the exhibitors and the targeted visitors. This can help the event organizers to achieve success. The major business of the event organizers is to choose a theme, and then organize the related organizations to participate in the exhibition. The event organizers provides the places, related equipment, information, and some other aspects for the organizations. And in the exhibition period, there are many people to take part in the exhibition, thus they can know more knowledge about the theme and the related industries (Record, 1993). And the organizations that participate in the exhibition can popularize their items, products or services. For example, the car exhibition always be made in some big exhibition place in some cities, the major purpose of the exhibition is to show the new cars and popular the cars. In the car exhibition, the customers can know about the cars’ type, function, price, brand and some other aspects. Thus the customers who want to buy a new car, can compare the cares in the exhibition, and consider what kind of car can cater for their demands. Based on this, to satisfy the customer’s demands and needs is very important for the event organizers. They should research what kind of exhibition can attract more customers.

Moreover, the event organizers need to convince the exhibitors and visitors that their exhibitions are better. Because the better exhibitions can improve the exhibition’s quality, and can get the customer’s belief and make them to set their minds at rest. Thus the exhibitions can attract more customers. The quality is one of the most important factors for the event organizers. Because when they organize the exhibition, the related organizations will examine whether the exhibition is legal, or whether the items on display are through quality detection. If the quality of the exhibition or the items on display is low or not up to specification, the event organizers’ image and reputation will be influenced. Thus the event organizers must pay attention to the exhibition quality. However, on the contrary, if the event organizers can guarantee the exhibition quality, and the quality of the items on display, they can attract more customers, and obtain more profits, they also can set up good image and make them popular in the industry (Sterritt, 2002).#p#分页标题#e#

2.4 Recommendations for current international event organizers

In order to promote the development of the current international event organizers in China, there are some recommendations for the event organizers as following:

First of all, the international event organizers should make specific analysis of the environment both the international environment and the external environment. Because the environment can provide the conditions for the event organizers’ development. However, if an organization tries to maintain the development in a market, it must be clear of the environment, and know about the various related information. Moreover, to know about itself can help the organization choose the appreciate marketing and management strategies to cater for the market’s demands. Thus to know about the external environment and the internal environment can help the event organizers know about and realize the business conditions and situations. Therefore, the organizers can locate them in the suitable position, and arrange the appreciate business.

Moreover, the event organizers should unearth the potential competitors and competition. Because in the market business, the competitor and competition are the most important threats to the organizations. Therefore, the organizations should try hard to unearth the potential competitors and competition. In the unearthing process, the people who are responsible for unearthing the competitors such as the manager, the marketer, the expert and some other aspects are the significant factor for the organizations. As the competitors will compete for the customers and market share with the organizations, they may provide new and better services for the customers, or take more appreciate marketing strategies to attract more customers. Thus the competitors will bring more threats to the organizations. And the intense competition will weaken the organization’s competitive power. Hereby, it is important for the event organizers to unearth the potential competition, and pay attention to the activities that the competitors take, thus the organizers can take the corresponding measures to compete. Thus they can maintain the successful development.

In addition, the international event organizers needs to use the professional researchers. Because the professional researchers have the professional knowledge and skills in the event industry. The professional researchers can choose and make full use of the related theories to the research, they also can use the most appreciate and effective research methods to collect the useful data and information, and then, they can make a specific and exact analysis of the data, so as to guarantee the reliability and practicability of the information. Thus for the event organizers, the professional researchers are the essential factors to make the research and help the organizers to make suitable decisions and take the appreciate marketing strategies.#p#分页标题#e#

Furthermore, the event organizers should expand the business channels. They should learn to use the various equipment and channels to connect with the customers. They can use e-mail to send information to the customers and receive the information. They also can build up a net web, put the information that introduce the specific business scale of the organizations on the Internet, thus the customers can know about the information of the organizations through Internet. This can deal with the limit of regions, and save much time to make the communication.

2.5 The development prospect of international event organizers in China

Along with the development of China’s economy and commerce, the international event organizers become more and more popular in China. Because many organizations in different industries have paid attention to the functions of the event organizers. Through the organization of the exhibition by the event organizers, the enterprises that participate in the exhibition can have a better popularization of their products or services, and expand the sales. However, in modern times, China is a difficult market for many new foreign enterprises to penetrate due to the new and unexplored exhibition themes and the limited unfiled time slots available at the famous exhibition places. What’s more, there are more and more event organizers appear in the event industry, the competition becomes more and more intense. Therefore, the international event organizers not only have many development opportunities, but also have many challenges and threats in the market operation and business (Bodendorf and Zimmermann, 2003).

Methods and Ethical Issues
方法和伦理问题

3.1The research methods

Questionnaire: The questionnaire survey procedure also calls the questionnaire, it is the investigation method that the surveyor uses the unified design questionnaire to realize the situation or seek comment to the selected researched objects. The questionnaire survey is a kind of research method that uses the form of pointing out the question by written propose to collect material. The researcher plans and formulates the researched problems to the question form, and uses the forms of paper, the answers follow the questions, and the respondents are asked to fill and answer the form, so as to realize the view and the opinion to a certain phenomenon or problem, therefore, it also be called the question schedule method. The utilization of the questionnaire method mainly lies in the establishing the questionnaire, choosing the researched object and the result analysis (Abraham, 1998) . 　

Interview: The interview method concludes two group of different background. One is manager and another one is audience. Both of the interviews are in semi-structure where the questions are listed and ask freely to the interviewee. The interview with audience is however short but is trying to get personal view of attending live event (John, 2002). The interviewer in the interview prepares some content or questions, and interviews other people’s opinions or suggestions face to face or through E-male, telephone, Internet and some other channels (Joseph and Arthur, 2007). The audience in this research is the people that receive the interview. There are some employees in different companies in this interview, they are asked to answer the questions without any preparation, and they just tell what they think, and there is not ruled answer, that is to say, the interviewees are free to answer the questions, and the answers are taken as the basis of the analysis of the problems. In this research, the interview is very important, because the interview is the basis of the data and the material, the researcher can not make a conclusion and analysis the methods of strengthening the comprehensive and competitive power without the information that collected by the interview (Claudia, 1997). What's more, the opinions of the interviewees may be taken as a reference for enterprise.#p#分页标题#e#

3.2Sampling design

Samples are the samples that individuals are selected with a specific aim in mind, such as their relations to the relevant knowledge and information in a particular issue and representing best practice in that area. The participants in a purposive sample are selected by the researcher mainly fore their experience, knowledge and information of the event that is being studied. With this, the researcher can make a sample that can satisfy his specific demands and expectation. In a sample the researcher usually works with small samples of people who are related to the particular issue (Gaoli Wang, 2008). The certain of number of people with the related knowledge or experience of the researched problems is considered to be typical of a purposive sample.

Under the background of a phenomenological study, the selection of China’s international event organizers as the sample who will be researched to analyze the situations of the international event organizers in China. With the sample, the research can obtain the related information and data to the international event organizers in China. The researcher designs the sample according to the research objectives, thus the China’s international event organizers are chosen to be the sample. Both of the external environment and the internal conditions of the international event organizers can influence their activities and management strategies in China. The sample in this study will be purposive and will consist of many China’s international event organizers and a certain number of publics who will provide the useful information for the researcher. The researcher chooses 10 China’s international event organizers to research, and asks 100 public people to response the questionnaire and interview. The China’s event organizers are the major researched object. However, the chosen event organizers are the objects who are famous in the event industry and always make events for other organizations. Therefore, the researcher can collect the correct and exact information that aimed at the situation which the enterprise can not take the social responsibility well.

3.3Data analysis

The qualitative analysis is a kind of analysis which makes analysis to the aspect of nature of the researched objects. To be specifically, the qualitative analysis is to use the induction and deduction, analysis and synthesis as well as abstract and generalization and some other methods to carry on the thought processing to the obtained each kind of material (Hennie, 2009), so that people can discard the dross and select the essential, eliminate the false and retain the true, analyze from one aspect to other aspect, and research from the surface to the nature, and therefore, people can have a better understanding of the essence of things, and reveal the inherent laws. The process of qualitative analysis includes three steps: analysis by synthesis, comparison, abstract and generalization. Qualitative research consists of a set of interpretive, material practices that make the world visible (Duane and Craig, 2002). Qualitative research is the data or material that can’t be quantify. The process of analysis is difficult because results collected require classification into categories. This research is best interpret in qualitative data because the behaviors and experiences individual felt could not be quantify exactly, it can only be express by words rather by numbers (Matthew and Huberman, 1994). The qualitative analysis is suitable for using when the data is not adequate enough, or the researcher's mathematics foundation is weak. It not only uses the primary data, but also use the theory and the secondary data to analyze the nature of the researched object from the surface expression (Douglas, 2002). The analysis has a deeper level, and people can get the natural characteristics and the practical use and the real problems from the qualitative analysis, however, the qualitative analysis needs people to have the general mathematics knowledge and the adequate relative theory, otherwise, they can not see the nature of the researcher objective from the surface analysis and they can not find out the hided information and feature.#p#分页标题#e#

Quantitative analysis
定量分析

Quantitative analysis is the analysis to the quantitative attribute, the quantitative relation and the quantitative change of the social phenomenon. The function of the quantitative analysis lies in the revelation and the description of the interaction and the development trend of the social phenomenon (Roy, 1999). Quantitative analysis that managed by Bedward (1999, p51) is defined as “numeric data, concerned with answering such questions as: ‘how many?’” It can be used to describe the market size, the supply and demand for products, and production input and output”. Quantitative analysis can make a good analysis of the primary data. This research has adopted the questionnaire technique in order to gain some quantitative data (Howard, 2007). From the questionnaire, researcher can quantify the number of people choosing over certain influential factors to attend event. The quantitative analysis uses the mathematical linguistics to carry on the description of the research, the quantitative analysis uses the statistical data to establish the mathematical model, and calculates each target and the value of the analysis object with the mathematical model. The quantitative analysis is more scientific than the qualitative analysis, and it needs people to have the profound mathematics knowledge. The quantitative analysis usually analyze and explain the problems through the comparison. It reflect the quantity, the quality, the efficiency, the cost, the development speed and some other aspects through the comparison of each target or the certain target in different periods, and then, it can provide the correct information for making the distinction and judgment (Edward, 2010).The quantitative analysis refers to the researcher establish the supposition beforehand and determine each kind of variable that has the causal relation, and then use some tools that has been examined to carry on the measurement and analysis to these variables, and thus confirm the predetermined supposition of the researcher. In this research, it uses the quantitative analysis to analyze the primary data (Harvey and George, 1952).

The questionnaire and interview are be analyzed both in the qualitative way and the quantitative way. Thus the research can be analyzed in detail and profoundly, and the research findings are reliable and convictive.

3.4Ethical considerations

There will be some ethical issues arising from theproposed research. First of all, not all of the target international event organizers would like to tell their operation situations and management strategies to the researcher. Because there are many competitors in the market, thus the event organizers do not want to leak out the information, thus their competitive power will be weaken. Moreover, the public people may not provide the correct and exact information because they do not have the professional knowledge of event management and some other related information. Thus not all of the information that provided by the people can believe .#p#分页标题#e#

Reference

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