國際會議公司經營型態之研究

The Study on Professional Convention Organizors in Taiwan

掌慶琳(Janet C. Chang) ； 林聖宗(Sang-Chung. Lin)

《觀光研究學報》 1卷2期 (1995/07) Pp. 19-29

https://doi.org/10.6267/JTLS.1995.1(2)2

摘要

國際會議產業是高附加價值的行業。為因應國際化，國際會議公司於四年前乃順勢興起。本研究受限於人力、時間及樣本數不多的情形下，乃採取訪談的方式，以台北地區十家國際會議公司為研究對象。本研究在國際會議公司之經營型態上，針對行銷組合：產品、通路、促銷及定價四項作一探討。結果發現，在資產方面，大多數公司重視資訊設備，其次為圖書的收集、教育訓練、及人才資料庫的建檔。在通路方面，與上游業界之關係保持最密切，其次為與供應廠商、同業間。在促銷方面，最重視口碑，其次為專案的推廣，平面媒體的運用。在定價方面，大部份以跟隨同業定價為主。

關鍵字

國際會議公司 ； 行銷組合 ； 會議觀光 ； 口碑

並列摘要

The Convention Industry is a high added-value industry. About four years ago, the professional convention organizors were established in Taiwan resulted from the internationalization policy. The study was confinded to limited manpower, time, and samples. Therefore, the personal interview skill was choosen among ten professional convention organizors. Based on ”Four P's”, the findings are as follows:
1. Product-Tangible products are well established yet intangible products are relied on personal contact.
2. Place-All professional convention organizors keep close relationship with interrelated areas.
3. Promotion-”Word-of-Mouth” is the strongest selling point and advertising are often used in Promotion Mix.
4. Price-”Follow the leader” is the pricing strategy which are mostly used by PCO.

並列關鍵字

PCO Professional Convention Organizor marketing Mix ； convention tourism ； word-of-mouth