| 摘要: | 國際間商業貿易活動蓬勃，企業透過不同的行銷方式來達到推廣產品、塑造形象，促進發展之目的。而商展為最重要的行銷方案之一，透過商展能夠集結國際市場上的買主，而企業的行銷策略對於商展效益有直接的影響，選擇合適的行銷策略才是邁向達成展覽績效之重要因素，雖商展研究漸漸引起學術和實務界的重視，但是尚無明確的理論可以解釋如何提昇參展廠商的績效。
因此，本研究的主要動機在於探討新的架構模型，有助於企業參與商展行銷策略。將分為文獻探討、深度談訪、分析建議步驟進行。
在研究中運用展覽績效模型和展覽行銷三步驟模型，以建構出參展廠商績效模式。本研究以問卷調查法進行，對展場內參展廠商有決策權之代表進行普查，回收資料運用結構方程模型進行分析，以探討展覽行銷與展覽績效間之相關影響。研究結果顯示，展覽行銷會正面影響展覽績效。針對展覽行銷對展覽績效5構面的影響程度不同，展前推廣、績效衡量、事後追踨對銷售活動是最有效的影響；展前推廣對資訊收集是最有效的影響；現場推廣對關係建立是最有效的影響；展前推廣、現場推廣、績效衡量對公司形象是最有效的影響；現場推廣對激勵活動是最有效的影響。廠商背景之經營模式不是展覽行銷對展覽績效的干擾因子。
International business and trade activities have flourished, companies through various marketing ways to promote their products, image-building, the purpose of promoting development. The expo is one of the most important marketing solutions, through trade shows buyers can build on the international market, and the corporate marketing strategy has a direct impact on the effectiveness of trade shows, marketing strategy is to choose the right towards the achievement of reaching the exhibition an important factor, although gradually Expo research and practice academic attention, but no clear theory can explain how to improve the performance of exhibitors.
Therefore, the main motivation for this study is to explore new architectural model, help companies to participate in trade show marketing strategies. Discussion will be di-vided into literature, talk about depth interviews, analysis recommends steps.
Application Performance Model exhibition and exhibition marketing three-step model in the study, in order to construct Exhibitor performance models. In this study, a questionnaire survey conducted on behalf of the exhibition venue exhibitors have deci-sion-making power of the census, data recovery using structural equation modeling analysis to investigate the correlation between the impact of the exhibition and exhibi-tion marketing performance. The results showed that the exhibition will be a positive impact on the exhibition marketing performance. Exhibition Marketing for different degree of influence on the performance of 5 facet exhibition, pre-show promotion, per-formance measurement, after chasing Heritage from sales activities is the most effective impact; information collection on pre-show promotion is the most effective impact; site to promote the establishment of relations It is the most effective impact; pre-show pro-motion, site promotion, performance measure of the company's image is the most effec-tive impact; site promotion of incentive activity is the most effective impact. Back-ground of manufacturers marketing business model is not the exhibition of the exhibi-tion performance interference factor. |
