國際商業展覽通路績效之顧客滿意度研究

The Study of the Channel Performance of International Trade Show on Customer Satisfaction

吳碧珠(Pi-Chu Wu)

國際商業展覽 ； 半導體產業 ； 顧客滿意度 ； 展覽績效 ； international trade show ； semiconductor industry ； customer satisfaction ； trade show performance

多國籍企業管理評論

2卷1期（2008 / 03 / 01）

169 - 185

繁體中文

國際商業展覽為企業重要的行銷通路及行銷溝通組合工具之一，國際商業展覽每年舉辦的場次、規模都在迅速增加之中，參展廠商(exhibitor)也都希望透過參與國際商業展覽，獲得實際的銷售績效或接近顧客、拓展市場能見度、提升形象等，唯對參加特定商業展所欲達成的目標及所需的規劃與執行，實值得予以深入地探討。因此，本研究透過台灣國際半導體展對參與的來賓發放問卷，以參觀者(attendee)對國際商業展覽中各項指標滿意度的觀點，來探討商展的功能並評量其績效。研究的結果顯示，對於商展績效重視程度透過「因素分析」的主成份萃取法，依其重要性抽取出訓練與激勵、資訊蒐集、銷售活動、問題解決及關係建立等五大因素，同時將原始題項的重要性與滿意程度進行成對樣本t檢定比較，顯示參觀者對獲得新產品資訊、獲得產業發展最新訊息等非銷售方面的指標較感失望。另外，「現場下訂單」指標的重要性程度低於滿意程度，足見許多到場參觀者並不重視商業展覽中現場下訂單的功能，印證參觀者對銷售因素的重視程度較低。本研究結果在實務上可提供參展廠商與主辦單位，瞭解顧客前往觀看國際商業展覽的目的與滿意程度，作為改進下次舉辦國際商業展覽的主要意見。在學術上也可以提供對此議題有興趣的學者專家作進一步研究的參考。

International trade show is one of the significant components of enterprises' marketing and selling strategies. The number of shows and scales of international trade shows have been increased rapidly each year. Through joining international trade shows, the exhibitors hope to obtain actual sales performance or approach the customers, extend the market visibility, and promote their images. However, what deserve to be discussed thoroughly are the goals and necessary plans & implementations that the exhibitors desire to achieve when joining particular trade shows. Therefore, through distributing questionnaires to the guests who join International Semiconductor Trade Show of Taiwan, this study used the viewpoints of each index's satisfaction provided from the attendees towards international trade show to discuss the functions of trade show and evaluate its performance. The study result showed that with regard to the significance of trade show's performance, this study used principal component analysis of ”factor analysis” to get five major factors, which were training & encouragement, information collecting, sales activity, problem solving, and relationship establishment according to the significance of performance. At the same time, pair t-test was carried out to compare the significance and satisfaction of original questions, the result showed that the attendees felt disappointed to the non-selling indices, such as obtaining information of new products or the latest information of industry's development. In addition, the significance of ”making an order on-site” is lower than satisfaction, showing that many attendees did not value the function of ”making an order onsite” in the trade show; this proved that the attendees held comparatively low significance towards sales factor. This study result could practically provided major suggestions for the exhibitors and organizers to understand the purposes and satisfactions of the customers who went to international trade show, so that the exhibitors and organizers could improve their international trade show next time. Academically, this study could also provide further study reference for the scholars and specialists who were interested in this subject of debate.

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