会展评估研究——以义乌国际小商品博览会为例

会展评估对于规范会展业、培育品牌展会有着重要意义。根据中国会展业的情况和收集的数据资料，并借鉴相关会展评估体系的内容，建立反映义博会综合实力的评价指标体系，采用多元统计分析中的主成分分析法，对指标体系进行了化简，用一个主要指标代替原始的7项指标，通过得分情况来评价该展会的综合发展状况。最后对综合得分情况进行聚类分析，根据分析结果和义博会评估体系存在问题，提出相应的建议。

Research on the Appraisal of MICE——A case of China Yiwu International Commodities Fair

The appraisal of MICE is important to standardize the MICE industry and to cultivate brand MICE. According to the realities of MICE in China, collected data and the content of related evaluation system, the evaluation index system is established which can reflect the general strength of China Yiwu International Commodities Fair. The principal component analysis of the multivariate statistical analysis is used to simplify the index system that makes the only one indicator take place of the origi- nal seven indicators, and then evaluate the situation of Yiwu International Commodities Fair comprehensive development through the scores. Finally the comprehensive scores are conducted classify analysis and some suggestions are given on the basis of the analysis result.