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研究生:陳宜君
研究生(外文):Chen, Yi-Chun
論文名稱:徵展策略之研究-以參展廠商觀點分析
論文名稱(外文):Booth recruitment strategies based on exhibitors’ attendance criteria
指導教授:王淑滿王淑滿引用關係謝碧鳳謝碧鳳引用關係姚晤毅姚晤毅引用關係
指導教授(外文):Wang, Su-ManHsieh, Pi-FengYiao, Wu-I
口試委員:吳政儒李琇玲王淑滿謝碧鳳姚晤毅
口試委員(外文):Wu, Jeng-RuLee, Hsiu-linWang, Su-ManHsieh, Pi-FengYiao, Wu-I
口試日期:2012-05-17
學位類別:碩士
校院名稱:德明財經科技大學
系所名稱:行銷管理系
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:中文
論文頁數:119
中文關鍵詞:會展產業參展徵展馬可夫鏈重要-表現程度分析法
外文關鍵詞:Booth recruitmentExhibitors’ attendanceMarcov chainImportance performance analysis (IPA)
相關次數:
  • 被引用被引用:1
  • 點閱點閱:323
  • 評分評分:
  • 下載下載:10
  • 收藏至我的研究室書目清單書目收藏:2
MICE產業近年來已成為各國經濟發展的重要工具之一,成功的展覽可為區域經濟帶來助益,而一場成功展覽是否能使參展廠商對主辦單位感到滿意而願意再次參展,是為重要之議題。因此本研究目的乃以參展廠商的觀點,從展前動機、展中服務品質以及展後績效三構面,綜合評估主辦單位之徵展成功要素。第一部分以相關文獻及專家意見找出適切的評選指標,第二部分應用馬可夫鏈(Marcov Chain)進行參展廠商對三個不同類型主辦單位再次參展意願之預測,第三部分透過重要-表現程度分析法(IPA) 瞭解參展廠商展前期望與展後實際滿意度,用以檢驗影響參展廠商再次參展之關鍵要素,並以臺灣機械展為例進行實證研究。研究結果發現,「公部門」長期穩定下參與率最高,「專業展覽公司」與「大眾媒體」分居二、三;主要原因是「公部門」基於其強大的網絡關係,能夠比其他主辦單位提供更多交易媒合機會;「專業展覽公司」的服務品質最佳,另就參展廠商之參展意願而言,訂單績效表現比服務品質相對來得重要;而「大眾媒體」為提高參展廠商之參展意願,應對明確的市場定位視為關鍵要素。本研究以參展廠商之參展意願為基礎,分析主辦單位之徵展策略,除引導展覽成功的新觀點外,亦提供主辦單位顧客導向之策略思維。
Booth recruitment is the first step to organize an exhibition. This paper investigates the factors involved in the attendance from the perspective of exhibitors to assist the organizers in explaining how the exhibitors make decisions and accordingly constructing booth recruitment strategies. The methods of Marcov chain is applied to firstly measure the priority of exhibitors’ attendances based on 3 types of organizers; importance performance analysis (IPA) is then used to illustrate the pertinence of organizers’ strategies from the viewpoint of the exhibitors. Research findings illustrate that exploring market opportunities is the common concentration all the organizers should focus on. Visitor gathering which may create more face-to-face contact and accordingly enhance the demand of visitors via direct communication is more important than exhibitors’ perceived service quality. But, organizers’ crisis management capacity is significant to the exhibitors. Besides, a fundamental strategy of booth recruitment is the marketing position. Organizers have to ascertain their advantage in the exhibition market to attract exhibitors. This research provides a new perspective of exhibition success from the relationship between organizers’ strategies and exhibitor’s attendance, as well as offering new insights to exhibition organizers to advance booth recruitment strategies based on the customer-oriented thinking.
學位考試委員會審定書 I
致謝辭 II
中文摘要 III
英文摘要 IV
目 錄 V
表 目 錄 VIII
圖 目 錄 X
學位論文授權書 XI
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究問題與目的 5
1.3 研究範圍 6
1.4 研究流程 6
1.5 論文結構 8
第二章 文獻探討 9
2.1 展覽產業概況 10
2.1.1 亞洲展覽產業市場分析 11
2.1.2 臺灣會展產業發展現況 16
2.1.3 展覽起源與定義 19
2.1.4 展覽類型 21
2.1.5 展覽構成要素 23
2.2 參展廠商參展決策之要素分析 28
2.2.1 展前作為-參展動機 29
2.2.2 展中作為-服務品質 29
2.2.3 展後作為-參展績效 38
2.3 小結 44
第三章 研究設計 46
3.1 馬可夫鏈 48
3.1.1 定義 48
3.1.2 執行程序 50
3.1.3 相關應用文獻 52
3.2 重要-表現程度分析法 53
3.2.1 源起 53
3.2.2 目的與用途 54
3.2.3 基本假設 54
3.2.4 操作步驟 55
3.2.5 管理意涵 56
3.2.6 相關應用文獻 58
3.3 研究基礎 60
3.3.1 研究對象 60
3.3.2 問卷設計 63
第四章 實證分析 67
4.1 問卷發放及回收情形 67
4.2 敘述統計分析 67
4.2.1 受訪者基本資料分析 67
4.2.2 公司基本資料分析 69
4.3 信度與效度分析 71
4.3.1 信度檢測 71
4.3.2 效度檢測 73
4.4 馬可夫鏈分析 76
4.5 徵展成功之重要表現程度分析 81
4.5.1 徵展成功之重要表現程度指標分析 81
4.5.2 徵展成功之重要表現程度差距分析 83
4.6 參展意願與徵展成功要素之分析 88
4.6.1 主辦單位-公部門之重要表現程度差距分析 88
4.6.2 主辦單位-PEO之重要表現程度差距分析 92
4.6.3 主辦單位-大眾媒體之重要表現程度差距分析 94
4.7 小結 97
第五章 結論與建議 101
5.1 研究結論 101
5.2 管理意涵 103
5.3 研究限制與後續研究建議 104
參考文獻 105
附錄一 115


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三、網路資源
2010年臺灣展覽規模居亞洲第六 外貿協會躍升亞洲十大展覽主辦單位第七名。上網日期:2011年11月,檢自:http://www.excotaiwan.com.tw/zh_TW/industry/news/info.html?id=5CD70F129193D0D5
中華民國100年11月貿易統計重要參考指標。經濟部貿易局統計室100年12月8日出版。上網日期:2011年12月18日。網址:http://ekm92.trade.gov.tw/BOFT/web/report_detail.jsp?data_base_id=DB009&category_id=CAT4174&report_id=226245
臺灣經濟研究院(Taiwan Institute of Economic Research) 台經社論。2011年成為亞洲第四大國際會議舉辦國為臺灣按個「讚」。上網日期:2011年9-12月。網址:http://www.tier.org.tw/comment/tiermon201108.asp
美國行銷協會(American Marketing Association, AMA) 。網址:http://www.marketingpower.com/Pages/default.aspx
國際展覽業協會(The Global Association of the Exhibition Industry, UFI)。上網日期:2011年9-12月。網址:http://www.ufi.org/
國際會議協會(International Congress and Convention Association, ICCA)。上網日期:2011年9-12月。網址:http://www.iccaworld.com/
中華民國展覽暨會議商業同業公會(Taiwan Exhibition and Convention Association; TECA)。上網日期:2011年9-12月。網址:http://www.texco.org.tw/en/

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