國際商展行銷策略之應用—以台灣工具機產業為例

精密機械產業是帶動國家基礎工業的源頭，台灣精密機械一直扮演著產業升級階段性的幕後推手，以中部為其產業重鎮的工具機產業被我國視為重點產業之一，一路引領國內機械製造業走向巔峰，展現出傲視群雄的硬實力。在全球經濟趨顯復甦帶動下，近年全球工具機產銷狀況及需求量平穩成長。本研究利用問卷調查並分析國際商展的行銷策略與應用，研究對象為工具機展之參展廠商，對問卷進行描述性統計分析、單因子變異數分析與信度分析，以次數分配表針對參加工具機展的廠商的型態、年資、人數、來源訊息、預算、參加次數等人口統計變數，瞭解樣本結構。回收有效樣本數為137份，有效樣本回收率為68.4%。經研究結果在信度分析上，本研究利用信度分析檢視問項間的內部一致性。在描述性分析上，所有項度的應用構面上皆獲得相當高的認同感。在單因子分析上，因為平均值都很相近，代表樣本廠商對問卷問項有強烈認同感，所以P值顯著性不高。在相關分析上，因為4P1C的策略組合與產品績效及策略績效皆有達到顯著相關。

關鍵字

行銷策略；國際商展；台灣工具機產業

並列摘要

Precision machine industry, especially in the machine tool toward develops high-precision and high-efficiency direction, is the backstage driving force to upgrade industries. The trend of the economic recovery is just beginning and brings stable growth on demand and sale for machine tool. This study uses questionnaire survey to analyze marketing strategies and applications on international exhibition. The research subjects are the exhibition companies from machine tool industry and the complete and qualified questionnaires were received from 137 respondents, for a valid response rate of 68.4%. Through descriptive statistics, ANOVA, reliability analysis, and correlation analysis, the sample structure including type of firm, seniority, scale of firm, source of information, budget, and number of participation exhibition could reflect the operation and development of machine tool industry in Taiwan. The results show that the instrument demonstrates a satisfactory internal consistency; the respondents have the same opinions in all constructs/dimensions; the correlations between marketing mix strategy of 4P1C (product, price, place, promotion, and communication), product performance, and strategy performance are significant.

並列關鍵字

Marketing Strategy ； International Exhibition ； Taiwan's Machine Tool Industry

參考文獻

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Sashi, C. M. and Perretty, J. (1992), “Do trade shows provide value,” Industrial Marketing Management, 21 (3), 249-255. doi: 10.1016/0019-8501(92)90022-L

Shoham, A. (1992), “Selecting and evaluating trade shows,” Industrial Marketing Management, 21(5), 335-341. doi: 10.1016/0019-8501(92)90044-T

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國際商展行銷策略之應用—以台灣工具機產業為例

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