Post-exhibition evaluation can sum up experience and find problems, which is one of the important ways to improve the exhibition level. After determining the evaluation methods and steps, we can design a reasonable questionnaire and collect relevant information. Finally, through the analysis of relevant materials, the evaluation of the exhibition effect is obtained and some good suggestions are put forward for the next exhibition. Exhibition evaluation is a planned and step-by-step dynamic process, which must be gradual. Usually, an exhibition evaluation includes the following procedures: 1. Establish the objectives of exhibition evaluation. The main purpose of exhibition evaluation is to understand the efficiency and benefit of exhibition. The evaluation of exhibition effect involves the complex relationship between exhibition work items and work results, which leads to the complexity of exhibition evaluation objectives. Therefore, the specific objectives and main contents of evaluation should be established according to the exhibition objectives, and priority evaluation or key evaluation should be arranged according to the primary and secondary evaluation objectives. 2. Choose a standardized evaluation standard. The evaluation standard system of exhibition effect includes overall effect, publicity effect, reception result and transaction result. When evaluating, the priority order of exhibition evaluation criteria should be determined according to the exhibition objectives. For example, if the goal of the exhibition is to promote sales, it is necessary to take the transaction results as the main evaluation criteria. After defining the primary and secondary evaluation criteria, it should be standardized. The standardization of evaluation criteria means that evaluation criteria must be clear, objective, concrete, coordinated and unified, that is, the primary and secondary and center of gravity of evaluation criteria must be clear; Objectively formulate realistic evaluation criteria; Quantify the evaluation criteria to make them concrete and operable; The evaluation criteria must be coordinated and unified for a long time in order to make the evaluation results more accurate. 3. Formulation of evaluation scheme According to the evaluation objectives and standards of the demonstration effect, the specific evaluation content and evaluation scheme of each stage are determined, including the time arrangement and sampling distribution, evaluation objects and methods, personnel arrangement and budget of each period. The formulation of the evaluation plan should include the following contents: (1) Formulate the evaluation plan according to the evaluation items, objects and methods, clarify the division of labor among personnel, and arrange all necessary measures. (2) Design and produce various evaluation questionnaires and statistics, such as exhibitors' questionnaires, audience questionnaires and exhibition statistics. (3) Small-scale forecasting, modifying the evaluation questionnaire. (4) Training evaluators, considering evaluation difficulties and preventive measures. 4. Implement the evaluation plan (1) to collect all kinds of information by collecting ready-made materials, arranging records, holding meetings, organizing seminars, and collecting information from visitors by means of questionnaires. (2) Sort out the collected information and process the analysis data. 5. Write an evaluation report according to the effect evaluation in different stages, summarize and analyze, evaluate the effect of the whole exhibition process as a whole, and write an evaluation report. The contents of the report generally include evaluation items, evaluation purposes, evaluation process and methods, statistical analysis of evaluation results, evaluation conclusions and feasibility suggestions, and appendices. Exhibition evaluation contents include: 1. Excellent booth effect evaluation If the booth receives more than 70% potential customers, and the average cost of customer contact is lower than the average level of other booths, its booth effect is excellent. 2. Cost-benefit ratio evaluation The cost-benefit ratio here is relatively broad, which can be the cost-benefit ratio of this exhibition, the cost-benefit ratio of this exhibition with previous or similar projects, and the cost-benefit ratio of this exhibition with other marketing methods. For example, the exhibition expenditure is 200,000, and the exhibition benefit (exhibition turnover) is 80 million, so the cost-benefit ratio is L: 400. 3. Transaction evaluation The transaction here refers to consumer transactions and trade transactions. For trade shows, transaction evaluation is one of the most important contents of exhibition evaluation. The contents of transaction evaluation generally include: (1) whether the sales target is achieved; (2) turnover; (3) the number of transactions; (4) Intentional resignation; (5) Actual turnover; (6) New customer turnover and old customer turnover; (7) Turnover during the exhibition; (8) Expected subsequent turnover, and so on. 4. Customer reception evaluation This is also one of the most important evaluation contents of the trade show, including: (1) the number of visitors to the booth, which can be subdivided into the number of visitors, the number of existing customers and the number of potential customers. Among them, the number of potential customers is key. (2) The quality of visitors to the booth. According to the evaluation content and standards, the audience's decision-making power, suggestion power, influence, industry, region, etc. Classify them, and then classify tourists into "extremely valuable", "very valuable", "average value" and "worthless" according to statistics. (3) Cost-effectiveness of receiving customers. The calculation method is to divide the total exhibition expenditure by the number of customers received or the number of new customer relationships established. 5. Investigation and evaluation is to evaluate whether there is a new knowledge and understanding of the market and products, and whether there is a clearer direction of development and efforts. 6. Competition evaluation refers to the performance evaluation compared with competitors in exhibition work and exhibition effect. 7. Publicity and public relations evaluation. Specifically, it includes whether publicity and public relations are effective, how efficient and effective it is, whether it is necessary to increase investment to improve the image of exhibitors, and how much the image has to do with the actual transaction. Exhibition evaluation is a very complicated system, and some contents are still controversial, so the evaluation should be carefully selected and operated according to the actual situation. Exhibition evaluation report Exhibition evaluation report is a kind of carrier, which reflects the relevant information of market conditions and contains some research conclusions and suggestions. Exhibition evaluation report is the direct result of exhibition evaluation process. Exhibition evaluation report must meet the following requirements: 1. The language is concise and convincing. 2. The report must organize all relevant materials collected in various stages of the investigation process in a rigorous structure and concise style, and it is not allowed to omit important materials, but it is not allowed to write all irrelevant materials. 3. Pay attention to carefully check all data and statistics to ensure that the information is accurate. 4. The report shall put forward clear conclusions or suggestions on the problems that need to be solved in the exhibition evaluation activities. The exhibition evaluation report may vary according to the specific contents of the evaluation, but it should generally include the following parts: 1. Background and purpose of evaluation. In the background of evaluation, researchers should explain the origin of evaluation or the specific reasons for entrusted evaluation. When explaining, it is best to analyze the problems existing in the exhibition activities in combination with relevant background information. 2. The evaluation methods include: (1) What kind of object samples are selected for evaluation. (2) Sample size How many viewers are selected as samples, or how many experimental units are selected. (3) What sampling method is used for the sample structure, what is the structure after sampling, and whether it is representative. (4) data collection methods (5) implementation process and problem handling (6) data processing methods and tools explain what tools and methods are used to simplify and statistically process data. (7) the completion of the visit shows the completion rate of the visit and the reasons for some incomplete or invalid visits. 3. Evaluation results The evaluation result is to sort out the information obtained from the evaluation. In addition to using some statistical tables and charts, the report must also objectively describe the trends, relationships and laws implied in the data in the charts, that is, explain, discuss and infer the evaluation results. The contents contained in the evaluation results should reflect the evaluation purpose. And according to the primary and secondary evaluation criteria, highlight the key content to be reflected. Generally speaking, the evaluation results should include the following contents: booth effect; Cost-benefit ratio transaction volume and turnover; Number of customers received; Audience quality and so on. 4. Conclusions and suggestions should use concise and clear language. For example, what problems the evaluation results show and what practical significance they have. If necessary, relevant background information can be cited for explanation and demonstration. The suggestion is to put forward what measures can be taken to achieve better results, or how to deal with existing problems, and it is best to provide targeted action plans.