前言
Chapter 1 The MICE Industry and the World Expo 會展業和世博會
Section A Reading Assignment?????? 11
What Is MICE???????? 12
Section B Case Study?????? 19
Types of Meetings?? 20
Section C Format Writing??????? 21
Exhibition Manuals 會展指南??????? 21
Chapter 2 MICE Planning 會展策劃
Section A Reading Assignment?????? 27
Who Plans and Holds Meetings????? 28
Section B Case Study?????? 34
The Convention Marketing Mix?????? 34
Section C Format Writing??????? 35
Business Letters 商業信函???? 35
Chapter 3 Event Sponsorship 會展融資
Section A Reading Assignment?????? 47
Identifying Potential Sponsors 47
Section B Case Study?????? 56
Sponsorship of ICT 2002 56
Section C Format Writing??????? 64
Part 1 Visiting Card 名片?????? 64
Part 2 Memo 內部通知? 66
Chapter 4 Event Marketing 會展營銷
Section A Reading Assignment?????? 71
Online Event Marketing?? 72
Section B Case Study?????? 78
Clever E-mail?? 78
Section C Format Writing??????? 79
Part 1 Invitation Letter 邀請信?????? 79
Part 2 Invitation Card 邀請卡 84
Part 3 Acceptance and Regret 回帖與辭謝??? 86
Chapter 5 Negotiations 談判
Section A Reading Assignment?????? 89
Negotiating Tactics? 89
Section B Case Study?????? 98
To Be a Skilled Negotiator?????? 98
Section C Format Writing??????? 100
Contract 合約 100
Chapter 6 Logistics 物流
Section A Reading Assignment?????? 111
The Logistics Value-Added Process??????? 111
Section B Case Study?????? 118
Event Shipping Services? 119
Section C Format Writing??????? 120
Bill of Lading 提單??????? 120
Invoice發票?? 121
Application Form For Cargo Transportation Insurance貨物運輸保險投保單?????? 122
Declaration Form報關單??????? 125
Certificate of Origin產地證明書??? 131
Chapter 7 Exhibit Space Preparation and Decoration 展臺搭建
Section A Reading Assignment?????? 137
Key Factors for Successful Events?? 137
Section B Case Study?????? 144
Theme Building of the Event?? 145
Section C Format Writing??????? 146
Part 1 Notice 通告? 146
Part 2 Leaflet 傳單 149
Chapter 8 Event Information Management 會展資訊管理
Section A Reading Assignment?????? 155
The Guest Package System????? 156
Section B Case Study?????? 162
Stages of IT Implementation??? 162
Section C Format Writing??????? 164
E-mail 電子郵件??? 164
Chapter 9 Food and Beverage Service 會展餐飲服務
Section A Reading Assignment?????? 167
Banquet Room Reservation, Assignment and Setup??????? 168
Section B Case Study?????? 182
Dining Service Styles and Procedures????? 182
Section C Format Writing??????? 184
Function Sheet 餐飲服務訂單?????? 184
Chapter 10 Event Finance 會展財務
Section A Reading Assignment?????? 189
Successful Budgeting????? 189
Section B Case Study?????? 198
The Budget for the ASEM 2000 Conference?? 198
Section C Format Writing??????? 200
Financial Statements—Balance Sheet 財務報表——收支平衡表??????? 200
Chapter 11 Overseas Exhibition 出展管理
Section A Reading Assignment?????? 209
Shipment, Insurance and Stand??????? 209
Section B Case Study?????? 218
Show Rules and Regulations Concerning the Exhibitors 218
Section C Format Writing??????? 223
Reservation Fax預訂傳真????? 224
Chapter 12 Event Management 展覽現場管理
Section A Reading Assignment?????? 227
All for the Big Day? 228
Section B Case Study?????? 236
Wi-Fi Success at a Film Festival?????? 236
Section C Format Writing??????? 243
Opening Address 開幕致辭?? 243
Chapter 13 Security， Safety and Risk Management 安保與風險管理
Section A Reading Assignment?????? 251
Handling Hazards that Might Arise? 252
Section B Case Study?????? 260
The First Theft at the Kongju National Museum????? 260
Section C Format Writing??????? 262
Safety Requirements of Science Fair Rules 科技展覽會安全規章??????? 262
Chapter 14 Pre-Post Convention Tours 會前會後旅遊
Section A Reading Assignment?????? 269
Tour Proposals 269
Section B Case Study?????? 275
Section C Format Writing??????? 277
Post-meeting Tours Itinerary 會後旅遊路線? 277
Chapter 15 Event Evaluation 會展評估
Section A Reading Assignment?????? 283
Event Evaluation Approaches? 284
Section B Case Study?????? 291
Follow up on the Japanese Propaganda Exhibition in Perkins 291
Section C Format Writing??????? 292
Evaluation Meeting and Report 評估會議和評估報告 292
Chapter 16 Handling Problems and Complaints 會展問題與投訴處理
Section A Reading Assignment?????? 299
Handling Problems and Complaints 300
Section B Case Study?????? 307
ABC Convention Corporation Guest Satisfaction Questionnaire????? 307
Section C Format Writing??????? 314
Reply to a Guest Complaint 回覆投訴信?????? 314
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