商品展參賽學生之能力評估分析

我國國貿局自2009年5月正式成為「國際會議協會（ICCA）」會員以來，即積極展開會議展覽產業（Meetings, Incentives, Conventions, Exhibitions；簡稱MICE）人才相關的培訓活動。本文針對參加2011年兩岸校際商品展競賽的學生進行各方面的能力評估。文中應用層級分析法（Analytic Hierarchy Process；簡稱AHP）的概念，建構商展能力評估模型。根據研究結果顯示，總體而言，受訪學生認為自己在參加商展競賽時目標構面之能力權重依序為：「C5英文溝通」、「C3新產品發表會」、「C2企劃書」、「C4攤位設計」和「C1網頁設計」。以評估準則的總體排序來看，前五名依序為「C51語文溝通能力」、「C52產品熟悉度」、「C54針對客戶問題解答」、「C44接待人員服裝或裝扮」和「C21產業分析及公司簡介」。此結果除了可作為個案學校學生在參賽和就業前的自我評估分析，及教師在輔導時的重要參考，亦可提供產、官、學界在商展人才培育上之參考。

關鍵字

商展人員；會議展覽；能力；層級分析法

並列摘要

The purpose of this paper is to focus the evaluation on the capability of students who took part in the contest of international exhibition held by CHITA. The study applied Analytic Hierarchy Process (AHP) to develop the capability evaluation model. Based on the results of the survey conducted in this study, we came to the following findings. First, the respondents concerned with the rank of five dimensions as follow: ”C5 English communication”, ”C3 New product launch”, ”C2 Proposals”, ”C4 Booth design” and ”C5 Homepage design”. Among the twenty criteria, the top five they concerned with are: ”C51 Language communication skills” first, ”C52 Familiar with products” second, ”C54 Customers' problems solving” third, ”C44 Reception staff's clothing or dress up” and ”C21 Industry analysis and firm introduction”. The results could not only provide the reference for teacher and student on teaching, training and pre-employment, but also benefit the industry, government and academic field on the human resource improvement of MICE.