影響國際展覽行銷效益之因素

The Effect of International Exhibition Marketing Factors on Performance

10.6823/LTU.2014.00057

林志成

國際展覽 ； 行銷策略 ； 展覽績效 ； 工具機 ； International Exhibition ； Marketing Strategy ； Exhibition Performance ； MachineTools

嶺東科技大學國際企業系碩士班學位論文

2014年

碩士

陳建州

繁體中文

本研究目的為瞭解國、內外工具機製造廠商或代理商參加國際展覽時，影響其展覽行銷策略之因素，包括展覽的產品、人員及攤位以及促銷方式，並進一步釐清上述因素對於展覽效益的影響，是否有助於品牌效益提升以及潛在客戶數增加。研究對象為國內、外參與過國際展覽各工具機製造廠商以及代理商，問卷發放採非隨機之立意抽樣方式，並將回收問卷經整理、編碼及建檔，採用SPSS 21.0統計套裝軟體對問卷所獲得之資料進行分析。統計方法包括敘述性統計、信度、效度分析、相關分析及多元迴歸分析等方法。回收問卷為89份，研究結果驗證得到以下三點結論:1.展覽行銷策略中的展覽的產品對品牌效益及潛在客戶數存在顯著的正相關。2.展覽行銷策略中的人員及攤位對品牌效益及潛在客戶數存在顯著的正相關。3. 展覽行銷策略中的促銷方式對潛在客戶數存在顯著的正相關。其中展覽的產品、人員及攤位對品牌效益及潛在客戶數相關性皆高於促銷方式，因此展覽行銷策略中參展的產品、人員的專業訓練及攤位的佈置在工具機展覽效益中扮演者重要的因素

This study aimed to Taiwanese and overseas machine tools manufacturers and agents attend international Exhibition, to affect exhibition market factors on performance, included display products, people and booth decration, and promotion, and to clear exhibitn performance, if affected to increase Brand performance and potential customersor not.An object of study: domestic, overseas machine tools manufacturers and agents whom they had attend international exhibition. The questionnaire used nonrandom purposive sampling. The study accorded with study purpose and hypothesis, and collation, make code, and save file for getting back questionnaire. This study adopted SPSS 21.0 analysis questionnaire information. This study used statistical method included descriptive statistics, reliability and validity, correlation analysis, multiple regression analysis to analysis,andgot valid questionnaire 89 samples. The results indicated that: 1. there werea significantly positive relationship between products of exhibition in market strategy and Brand performance and potential customer quantity.2. There werea significantly positive relationship between people and booth decrationwith Brand performance and potential customer quantity. 3. There were a significantly positive relationship between promotion and potential customer quantity.The display products and people and booth relationship between brand performance and potential customer quantity was higher than promotion methodduring exhibition. Therefore, the most important factors for internation exhibition market were display products, and professional people and booth decration.

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