前言 Preface第十一届中国国际高新技术成果交易会于2009年11月16日－21日在深圳会展中心举行，取得了令人瞩目的丰硕成果，有力地促进了我国高新技术产业的发展。 本届高交会吸引了来自49个国家和地区的106个代表团、3000多家参展商、1800多家投资商和15000多个项目进行展示、交易和洽谈。高交会共吸引了50.6万人次参观，专业观众人气指数为212.5，比第九届、第十届高交会分别提高54.8和2.8。200多家海内外媒体、近1300名记者参与报道了高交会的盛况。 高交会通过举办一系列展览、论坛和大型活动，向世界展示了我国改革开放以来取得的伟大科技成就和落实科学发展观、转变经济增长方式的最新科技成果。16位中外部长级以上官员出席“部长论坛”， 诠释了各国的创新理念和科技、经济发展的最新动态，促进了国际经济科技交流与合作，坚定了人们加强合作、共同应对国际金融危机的决心和信心。由中外政府官员、跨国公司CEO等高层人士参加的论坛和“super-SUPER”系列专题活动，吸引了大量专家、学者以及观众的参与，提高了本届高交会的影响力，赢得了国内外参展商和参展观众的一致好评。 The 6-day China Hi-Tech Fair(CHTF) 2009 closed with a great success at Shenzhen Convention ＆ Exhibition Center on the afternoon of November 21. This event attracted 106 delegations from 49 countries and regions, more than 3,000 exhibitors, 1,800 investors and 15,000 projects. The total number of visitors reached 506,000, and 72.5% are professional visitors. The Popularity Index of professional visitors accounts to 212.5, this means each exhibitor in their booth can meet 212.5 professional visitors at this fair, increased 54.8 and 2.8 than CHTF2007 and CHTF2008. Additionally, over 1,300 journalists from 200 domestic and oversea media reported this fair. By a series of showcases, forums and events, the CHTF 2009 showed the world the great achievements China have made from the reform and opening up, and the newest scientific and technological achievements from implementing the scientific concept of development, the transformation of economic growth pattern. In terms of internationalization, this year, 16 government ministers from 11 countries attended Minister Forum, shared their innovative ideas on economic development, intercommunication promotion and international economic cooperation, to strengthen the confidence in the fight against international financial crisis. In addition, the forums and super-SUPER event at CHTF 2009 gathered hundreds of senior officials, CEOs from TNCs, experts and scholars, were highly praised by exhibitors and visitors.第一部分 研究方法 Section Ⅰ Methodology 一、调查方法定点抽样访问 定点抽样是指对所有展商按照一定的规律进行选择抽样，以达到样本的合理性，确保受访单位的固定性和唯一性。 Systematic sampling Fixed sampling is to select a sample from all exhibitors according to some rules, so as to make a reasonable sample and ensure the fixity and 现场拦截访问 现场拦截访问是在展会的固定场所拦截访问对象，对符合条件的观众进行直接访谈，特别适合在较短时间内完成大量样本采访，并在访问同时对问卷的真实性和答题质量进行现场控制。 Intercept interview Intercept interview is a survey that interviewers intercept interviewees, and interview the eligible 样本类型 Sample 样本量 Size of sample 基础问卷800份 Basic questionnaires:800 uniqueness of respondents units.person face to face in a number of chosen places. It is especially suitable for surveys that a large number of samples need to be gathered in a short time, and control the authenticity of the questionnaires and quality of response immediately.抽样方法 Method of sample 在各个展馆内，按空间方位采取等间隔的系统抽样方法（按右手原则隔2抽1），若受访者不符合条件，则以下一个样本代替。 We used systematic sample to choose interviewees in every exhibition hall, if interviewees refused the survey or were not eligible, we substituted it with the next sample. 在各个展馆的出口，对从展馆走出的观众采取等间隔的系统抽样方法（按右手原则隔4抽1），若受访者拒绝或者不符合条件，则以下一个样本代替。 At the exit of each exhibition hall, we used systematic sample to intercept interviewees walking out from the hall. If interviewees refused or were not eligible, we substituted it with the next sample. 参展商 Exhibitors 观众 Visitors 基础问卷800份 Basic questionnaires:800 二、分析方法Analysis method 加权要素分析法 加权要素分析法是一种基于多种标准进行的系统方法。首先是要识别出企业选择项目的若干重要的指标，对各个指标赋予，然后就上述每一个指标对候选项目进行评分。本次调查将满意度的分值最高定为5分，依次是4、3、2、1分。最后通过加权分析，得到参展商和观众对各项目满意度的最终分值。 Weighted factor analysis methodology Weighted factor analysis is a kind of system analysis methodology based on a variety of criteria for project selection. Firstly, identify a number of important indicators of the companies’ selected projects, and endow the weight of each indicator, then, give score based on each of said indicators. This survey sets the highest satisfaction score of this survey as 5 points, followed by 4,3,2,1 points. Finally, by weighted analysis, achieve the final score given by exhibitors and visitors on the satisfaction of each project. 内容分析法 内容分析法是指对于明显的传播内容做客观而有系统的量化并加以描述的一种研究方法。对调查内容作系统化和客观化的分析，以探寻内容背后的真正意图。调查将对参展商和观众所回答的内容进行统计分析，并采用ACCESS软件，进行量化统计。 Content analysis methodology Content analysis methodology refers to a kind of research methods making objective and systematic quantitative analysis and description on the apparent spreading contents. The systematic and objective analysis is made to explore the true intentions involved in the content. The survey will make statistics and analysis on the answered problems of exhibitors and visitors, and make quantitative statistics by adopting ACCESS software. 第二部分 参展商研究 Section Ⅱ Exhibitors Research 一、 参展商的基本特征 Exhibitor’s Basic Feature固定参会群体成为参展商的主要组成部分 Fixed groups are a major component of exhibitors 高交会已经拥有了一定数量的固定参会群体，此部分群体是参加展会的中坚力量，占所有参展商数量的71.5%。 Fixed groups are a major component of exhibitors; they are the nucleus of exhibitors, accounting for 71.5% of all exhibitors. ? 参展商往届经历 Exhibitors’ categories The survey reveals that the intention to participate CHTF 2009 is to obtain orders (55.1%), look for business partners (50.1%), looking for projects and business information (44.9%). ? 参展商参展目的 Main reasons for participation 高交会的影响力、档次和政府的支持与重视是参展商参展的重要因素 The influence, level and support from government are important factors that promote exhibitors to choose CHTF. 有近7成的参展商认为展会的影响力是参加本届高交会的促成因素；其次是展品的档次和种类，占促成因素的45.4%；政府的支持与重视也非常重要，占促成因素的40.7%。 Nearly 70% of the exhibitors told that the influence of CHTF is an important factor to push them to participate, followed by the level and types of exhibits of previous CHTFs, accounting for 45.4%; the Government's support is also very important, accounting for 40.7%. ? 参展商参会因素 Concerns of exhibitors 参与高交会现场的参展商代表多具建议权，对其公司的发展具有较强的信息反馈作用。 Most of exhibitors have the right to make recommendations for their companies. 调查发现，高交会被访问的参展商代表基本能够对公司的发展具有建议权，占所有群体的42%；高交会现场参展商中的决策层占5.4%，员工层成员占30%。 The survey reveals that most exhibitors of CHTF 2009 interviewed have the right to make recommendations for the development of their companies, accounting for 42% of all groups among which decision-making level account for 5.4%, and staff level account for 30%. ? 参展商代表职位图 Exhibitors’ posts 二、参展商的参展行为 Purpose of Exhibitors 获取订单、寻找合作伙伴是展商参加本届高交会的主要目的 The main purpose of exhibitors at CHTF 2009 is to get orders and search for business partners. 高交会作为商业信息和项目交流的平台，对参展商具有重要的吸引力。调查显示，参展商的参会原因占前三位的是获取订单（55.1%）、寻找合作伙伴（50.1%）、寻找项目和商业信息（44.9%）。其中，寻找项目和商业信息的展商数量比往届有显着增多(第九届16.7%，第十届26%)。 As a platform for business information and projects exchange, CHTF has an important attraction for exhibitors. 三、参展商对高交会的认可度 Exhibitors’ Recognition on CHTF 2009 参展商对高交会的满意度不断提升 The satisfaction of exhibitors on CHTF is rising continuously. 参展商对高交会的较高认可度是保证参展商持续关注、参加高交会的前提，本调查通过分析参展商对专业性、现场组织、配套设施等的满意度来考察参展商对高交会的满意度。 A high degree of recognition on CHTF from exhibitors is a prerequisite to ensure exhibitors to participate CHTF and pay close attention on CHTF continuously. By the analysis of the exhibitors’ satisfaction on professional level, organization, supporting facilities of CHTF, we can get the results. ? 参展商满意度 从专业性的各个维度来看，参展商对展区主题设置比较满意，达到3.8分。第十一届高交会采用了全新的电子票务方式，使参展商对票证服务的总体满意度评价相比以前（第九届3.45，第十届3.13）大为提高，总体满意度为3.7分。 On various professional dimensions, the exhibitors are relatively satisfied with the subject setting of in the pavilion, which has reached 3.8 points. CHTF 2009 adopted of a brand new electronic ticketing system, so that the overall satisfaction comment of exhibitors on the ticket services was greatly improved compared to that of the previous sessions (3.45 in the ninth session, and 3.13 in the tenth session) , and the overall satisfaction was 3.7 points. Exhibitors’ satisfaction of services provided by CHTF 参展商基本能够达到参加高交会的预期目的 Exhibitors can achieve their expected targets basically. 九成以上的参展商对高交会取得的效果表示满意，78%的参展商认为本届高交会达到了预期所希望的目的，而12.9%的参展商认为大大超出了原来预计的目的。 More than 90% of exhibitors expressed their satisfaction on the results, 78% believe that CHTF 2009 help them achieve their expected targets, and 12.9% think that their original purposes are far exceeded at CHTF 2009. ? 参展商预期 Exhibitors’ satisfaction on the results 参展商参加高交会的“回头率”较高 Most exhibitors possibly attend the next CHTF 有82.5%的参展商表示会参加下届的高交会，有11.1%的参展商表示仍在观望，还不确定，将根据明年的实际情况而定。 82.5% of the exhibitors said they would participate the next CHTF, and 11.1% expressed they were not sure they would come again, they were still watching, it depended on the actual situation of next year. ? 参展商是否参加下届 Exhibitors’ intention to attend CHTF2010
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