廠商參與會展動機之探索性研究–以資訊安全科技產業為例

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題名:	廠商參與會展動機之探索性研究–以資訊安全科技產業為例 The Exploration of the Motives of Exhibitors-The example on the industry of information security technology
作者:	潘后儀 Pan, Hou-Yi
貢獻者:	國際企業管理學系碩士在職專班
關鍵詞:	參展商動機主辦單位 exhibitor motivation organizer
日期:	2015
上傳時間:	2015-08-13 14:46:26 (UTC+8)
摘要:	本研究問題是探討廠商參與會展動機之探索性研究–以資訊安全科技產業為例。經由文獻之引用及實務經驗之推理，發現實務經驗與文獻上之引用有些不相同，發現可以進一步探討其原因。本研究採取深入訪談法(in-depth interview)累積資料，訪談的過程中採用半結構式(semistructured interview)的訪談方式，初期採訪問題透由蒐集過去文獻所歸納整理資料當作訪談時的基礎素材，採用開放式的題目為主軸，產生與受訪者互動性訪談。讓收集資料過程中更具彈性，取樣上也針對特定研究需要採取立意抽樣 (purposive sampling)，以便收集有利研究的資訊。訪談後的資料處理分析上，以紮根理論(grounded theory)為質化總體方法，輔以內容分析法(content analysis)梳理佐證，進一步增加實證論據。根據研究的結果，發現幾個現象: 一、尋找新客戶是廠商參與會展決定的考慮首要動機因素。二、展前邀請精準參觀者名單、會展中運作順暢及會後有效率的提供參觀者名單是廠商最關注的重要事項。三、會展主辦單位能夠精準掌握產業、市場資訊的能力是廠商評估會展主辦單位能力的首要條件。四、廠商營業性質不同時對於參與會展的動機也不同。 The major purpose of this study was the exploration of the motives of exhibitors - the example on the industry of information security technology. Through the reasoning of literature research and practice experience we can find out the difference between of them. Therefore, we think we can further to investigate the cause. This study adopted the method of In-Depth Interview to accumulate relate information and in the interview process used the semi-structured interview. Beginning I collected the literature research to be the basic interview content materials and designed some of the open-end questions with the interviewee in interaction. In order to the information collection process more flexible, I also use the method of purposive sampling to collect the useful research data. After interview, to arrange and analyze the information materials I used the Grounded Theory as the qualitative unified approach as well as used the Content Analysis to enhance the basis of argument. According to the research results, the discovery of this study as following: 1. Gaining the new customer was the primary motivating factor in exhibitor’s consideration of participation the exhibition. 2. During the exhibition procedure top three things which the exhibitor most care: inviting the accurate visitors、exhibition operating smoothly and fast providing the visitors list . 3. To the exhibitor choosing the organizer the primary assessment qualification is the exhibition organizers precisely understanding of the marketing and industry. 4. Manufacturer nature of business is not the same motivation for participation in the exhibition are also different.
顯示於類別:	[企業管理學系暨國際企業管理研究所] 博碩士論文

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