國際展覽規劃與管理對廠商展覽效益之研究

本研究目的主要是在瞭解國、內外工具機製造廠商或代理商參加國際展覽時，影響其展覽規劃與管理，包括展前計劃、展時安排以及展後追蹤，並進一步釐清上述因素對於展覽之效益的影響，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，採用發放非隨機之立意抽樣方法。本研究採用SPSS 21.0統計套裝軟體對問卷所獲得之資料進行分析，主要的統計方法包括敘述性統計、信效度分析、相關分析及多元迴歸分析等方法，回收有效問卷共100份。本研究結果驗證得到以下三點結論：1.展覽規劃與管理中的展前計畫對品牌效益及潛在客戶數存在顯著的正向相關。2.展時安排對品牌效益及潛在客戶數存在顯著的正向相關。3.展後追蹤對品牌效益及潛在客戶數存在顯著的正向相關。其中展後追蹤對品牌效益及潛在客戶數相關性高於展前計畫及展時安排，因此展覽後安排拜訪客戶或展覽後追蹤並連繫首次來訪客戶為整個展覽效益中扮演者重要的因素及不可缺少之展覽規劃與管理重點。

關鍵字

展覽規劃；展覽管理；展覽效益；工具機

並列摘要

This study aimed to Taiwanese and overseas machine tools manufacturers and agents attend international Exhibition, to affect exhibition planning and management, included pre-planning of exhibition, management during exhibition and follow-up after exhibition, and to clear exhibition performance, if affected to increase Brand performance and potential customers or not. An object of study: domestic, overseas machine tools manufacturers and agents whom they had attend international exhibition. The questionnaire used nonrandom purposive sampling. This study adopted SPSS 21.0 analysis questionnaire information. This study used statistical method included descriptive statistics, reliability and validity, correlation analysis, correlation coefficient, multiple regression analysis to analysis, and got valid questionnaire 100 samples. The results indicated that: 1. there was a significantly positive relationship between pre-planning of exhibition and Brand performance and potential customer quantity.2. There was a significantly positive relationship between management during exhibition and Brand performance and potential customer quantity. 3. There was a significantly positive relationship between follow-up after exhibition and Brand performance and potential customer quantity.The follow-up after exhibition relationship between brand performance and potential customer quantity was higher than pre-planning of exhibition and management during exhibition. Therefore, the most important factors for exhibition planning and management on performance will be visited customer or follow-up first visitors after exhibition.