元宇宙时代会展内涵的新解构：定义、特点和要素

NewSDeconstructionSofSExhibitionSconnotationSinSMetaverseSEra:SDefinition,SCharacteristicsSandSElements

摘要:

提要：当元宇宙将人类生存的虚拟空间拓展至一个全新高度的时候,可能会对现代会展业构成颠覆性的影响,其根源在于未来人们在虚拟空间里也可以进行面对面交流的场景由设想变为现实。2000多年来,面对面交流一直是会展存在的底层逻辑。当面对面交流由物理空间拓展至虚拟空间时,会展的形态也应该随之由实体会展进化成实虚一体的新型会展。以元宇宙时代可能会到来为前提,以元宇宙会展为目标,对当下的会展进行重新定义和解构,不仅是面向未来的前瞻之举,也会对当代会展业的创新发展产生积极影响,并拓展会展研究边界。从元宇宙会展的视角看,未来会展业面临的重大挑战来自会展企业数字技术能力欠缺和行业人才培养质量不高等短板,历史性的机遇则在于会展也许是元宇宙时代最大应用产业和新兴蓝海市场的前景,希望这一宏观思考有助于会展业的未来投资和战略布局。

Abstract:

When the Metaverse expands the virtual space of human existence to a whole new level, it may have a subversive impact on the modern exhibition industry. Because in the future, the scene where people can communicate face-to-face in virtual space has changed from imagination to reality. For more than 2,000 years, face-to-face communication has been the underlying logic of the existence of exhibitions. When face-to-face communication expands from physical space to virtual space, the form of the exhibition should also evolve from a physical exhibition to a new type of exhibition that integrates reality and virtuality. Taking the possible arrival of the Metaverse era as the premise and taking the Metaverse Exhibition as the goal, redefining and deconstructing the current exhibition is not only a forward-looking move for the future, but also has a positive impact on the innovative development of the contemporary exhibition industry and expand the boundaries of exhibition. From the perspective of Metaverse Exhibition, the major challenges in the future will come from the lack of digital technology capabilities of exhibition enterprises and the low quality of talent training in the industry. The historic opportunity lies in the fact that exhibition may be the largest application industry and blue ocean market in the metaverse era. It is hoped that this macro thinking will help the future investment and strategic layout of the exhibition industry.