國際商展的規劃與執行個案研究-以A公司為例

A Case Study of planning and execution for Trade Show

陳萱妤(Hsuan-Yu Chen)

指導教授 ： 李伯謙

元智大學/管理學院/企業管理學系/碩士(2008年)

摘要

自1990 年Jacobson研究顯示每年企業將行銷預算花在商展的部分有逐年增加的趨勢，在美國，商展佔公司的年度行銷預算已有五分之一，只僅次於面對面的銷售。由此也可以窺見其重要性。然而進行實證研究上卻不多見。
本研究首先除了針對商展作個初步的介紹外，接下來以製造筆記型電腦的公司為研究個案，採用質性訪談的方法，來進行實證分析。將該公司在參展參展結果呈現，從參展前目標的決定、參展前的準備工作，例如：該公司如何結合公司有用有的資源來進行參展的整合動作跟執行。參展中的活動如何進行跟利害關係人進行互動甚至到展後的追蹤，都將作一個完整的呈現。
由文獻可知理論上主要用以地理範圍跟產品的內涵來區分商展，然而在個案公司的訪談過程中，發現實務上還會以該商展現場是否具有銷售功能來區分，且此區分方式會影響到現場攤位活動的規劃、人力資源的配置、參展績效的衡量以及後續的客戶追蹤。

關鍵字

整合行銷 ； 商展績效 ； 商展功能

並列摘要

Jacobson’s reserch (1990 ) shows that companies are increasing the marketing budget on the trade show continuously every year. In U.S., companies spend one-fifth marketing buget on the trade show and it is only after face to face sale.
Firstly,this research will bring an introduction about the tarde show including the definition and the function of the trade show. Secondly, this research will take NB manufacturer as an example. This research will show that a company is how to process and hold a trade show inclusive of planning at the beginning, executing during the show and even tracking after the event.
The conclusion shows that the company will take different actions and behavior according to sales and non-sales functions practically. It will influence the booth of planning, the allocation of human resource , the perpormance of the trade show and even the track of the customer.

並列關鍵字

Intergrated marketing ； The performance of the trade show ； The functions of the trade show

參考文獻

9. 姚晤毅，「貿易展覽參展廠商滿意度衡量指標之建立」，私立元智大學，碩士論文，民國94年。

7. Timothy M Smith and Paul M Smith, “Distributor and end-user trade show attendance objectives: An opportunity for Adapative Selling” Forest Products Journal, pp.23, 1999

1. CARMAN and JAMES M, “Evaluation of Trade Show”, Exhibitions California Management Review, pp. 35, 1986

2. Hansen and Kare, “Trade Show Performance: A Conceptual Framework and Its Implications for Future”, Academy of Marketing Science Reviewm, pp.1,1999

3. Herbig, Paul, Palumbo, Fred, O Hara and Brad, “Differences in trade show behavior between manufacturers and service-oriented Firms”, Journal of Professional Services Marketing, pp.55,1996