「展覽會」識別體系探討與研究

Abstract

活動產業「MICE」(Meetings, Incentives, Conventions and Exhibitions)是當今最受重視的產業之一，除具有替城市宣傳效果外，更有龐大的附加經濟效益及無污染等特質，所以許多國家與城市無不積極發展此一領域。在活動產業中，以舉辦次數及經濟規模來評估，展覽會(Exhibition)可以說是最重要的內容項目。但是隨著各城市展館的興建，解決展覽場地的問題，辦展門檻相對降低，加上網路發達資訊，各種展覽如雨後春筍般的冒出，造成參展商及參觀者只選擇領導品牌的現象。因此如何突顯展覽會品牌，利用展覽會識別體系達到消費者認知、認同的目的，成為展覽主辦人士必須知道的課題。

本研究案中由展覽會的歷史、定義、內容及現今的狀況下，區分出展覽會以一般企業最大不同點，在於它的短期性和無固定定點*的特性，以致無法提供長期間的服務和明確的商品，所以需要靠宣傳與視覺吸引力來提升消費者對它的認知，而在整體活動產業(MICE)中，展覽會是以物的流通作為整體運作核心，與人為主的會議、演唱會、嘉年華會和競技性的運動會有明顯的不同，又比傳達訊息及教育性質較重的的博覽會，更多了商業交易行為和意圖。所以針對展覽會未來的趨勢：品牌化、專業化、國際化和科技化，必須妥善運用識別體系達到整合視覺傳達並確立視覺焦點的目的。

識別體系在設計領域及企業形象打造上已行之有年，且有各種論述及做法，但大致是用企業識別系統CIS(Corporate Identity System)統稱之。而其主要是圍繞在VI(Visual Identity)、MI(Mind Identity)、BI(Behavior Identity)三個核心發展，但近年來網路科技進步，拉近了人與人、人與訊息間的關係，消費者滿意CS(Consumer Satisfaction)變為行銷最基本的考慮點，因此在CIS的範疇中又加入了SI(Strategy Identity)，希望能針對此變化作功能上的加強。CIS在確實廣泛的執行下，絕對具有提升企業正面形象的效用，但品牌打造因比CIS更具包覆企業有形及無形價值的功能，所以在識別體系的執行上，也從單純的CIS考量，部分轉移到由品牌效益與品牌觸點的角度來製作。展覽會因競爭對手越來越多，網路虛擬展覽等現象的崛起，除了顯示品牌化的趨勢外，更需應用品牌識別的要素來加強展覽會的品牌效益。

展覽會依參觀對象，可分為專業展(B2B)與一般大眾展(B2C)；依地域區分，可分為國內展與國外展；依辦展歷史，又分為新辦展與舊辦展。展覽會識別體系中的「基本要素」和「每年變動要素」，需依這些區分，做先後順序與搭配上的變化。以「2007台北汽車電子展」為例，它是新辦展，所以視覺設計的重點要放在基本要素；而它又屬於專業展(B2B)，所以延伸應用物的製作就以親和性為準則，與以往3C展覽會一貫科技風的表現做出區隔。在作品表現上，更是抱持著環保信念，對日益惡化的週遭環境，利用視覺角度提出呼應。

期許此研究內容可以供辦展單位了解且重視展覽會識別體系，使更多專業設計人才在會展產業中找到更多發揮的空間，讓政府相關單位更肯定會展產業形象視覺規劃發展的重要性，進而使台灣躋進身為世界一流的會展產業地區。

MICE(Meetings, Incentives, Conventions and Exhibitions) is the most important business tools used in today’s business world. The exhibition promote the city of exhibition , positively affect the local economy without any detrimental side effects, and showcase the many cities and countries which are developing in their fields. It can be seen throughout various industries, from the growing number of exhibitions and their economic size, that exhibition itself is one of the most important aspects of business. Despite many new exhibition buildings and fast growing internet use making exhibition easier, many exhibitors and customers still only recognize the leading brands. How to use Exhibition Identity System to develop customer awareness has become an important issue among the exhibitors.

This research of exhibition business will analyze the history, definition, content and current situations. It will show the difference between the exhibition, which uses a short period of time and a temporary office*, and standard commercial enterprise. It can not provide long term service or an absolute clear message of products. Therefore, it needs promotion and visual attraction to promote customer awareness. In this MICE* business, the core of exhibition is the product and its logistics. It is much different from conferences, concerts, carnivals or sport events such as the Olympic Games. It is also more trade and commercial oriented than an educational or message delivery fair. The future trends of the exhibition business are brand promotion, professionalism, globalization and technical advances. Extensive use of Identity System will provide an integrated visual message and ensure the intended visual focus.

Identity System has already existed in design and corporate image industries for several years. It has its own discussion and methods. Most people refer to it as CIS (Corporate Identity System). There are three core issues in CIS: VI (Visual Identity), MI(Mind Identity), BI (Behavior Identity). However, recent internet technological development changed person to person, as well as, person to information relations. CS (Customer Satisfaction) became the most basic concern. To meet this new change, SI (Strategy Identity) has been added to the CIS. If accurately executed, CIS will promote a positive image of the corporation. However, brand construction is more extensive, including both physical and non-physical values. Therefore, it has been altered to extend the reach of a brand and its effectiveness, instead of just using CIS when executing the Identity System. With the rise of internet virtual exhibition and more competitors in the exhibition business, not just showing the brand is important. It also needs to utilize the factors of brand identity to enhance Exhibition Identity System.

In the past exhibition cases, the different customers can be separated into professional or non-professional, domestic or international, or old or new style of exhibition. The important thing is arranging the factors of Exhibition Identity System in order and team up for those different separations. We can conclude basic factors from this research using the Exhibition Identity System. Theses factors change yearly and depend on applicable issues. These basic factors can be divided into visual and non-visual factors. An example of the EIS at work is the Cartronics Taipei 2007 exhibition. It is a new exhibition, so the visual design should focus on basic factors. On the other hand, it is a professional exhibition (B2B), so the design of the applied material should more friendly which will distinguish it from standard conventional 3C exhibitions. This Cartronics Taipei 2007 project show not only combines new era styles and trends but also provides some environmentally friendly messages using visual points of view to deliver messages about increasing environment problems. The findings from this research will bring more attention about Exhibition Identity System among exhibition organizers and allow more professional designers to find their business in the exhibition industry. Finally, governments or organizers will become aware of the importance of Exhibition Identity System. In doing so, Taiwan can become a world leader in the field of exhibition business.