展覽館行銷關鍵成功因素分析

The Analysis of Key Success Factors for Exhibition Marketing

徐村和(Tsuen-Ho Hsu) ； 周雅英(Ya-Ying Chou) ； 唐嘉偉(Jia-Wei Tang) ； 黃博偉(Boi-Wei Huang) ； 鄭文銘(Wen-Ming Cheng)

《行銷評論》 8卷3期 (2011/09) Pp. 367-383

https://doi.org/10.29931/MR.201109.0005

摘要

許多國家藉由發展會議與展覽產業作為開發地方基礎建設的途徑之一，因此會議與展覽的績效成果，即是用來評估會展產業能為地方經濟帶來多少效益的方法之一。其中，會議與展覽的行銷關鍵成功因素便扮演了影響會展績效的重要角色。有鑑於此，本文以三家不同類型的展覽館，作為個案研究對象，本文依據展覽館的特性，定義影響展覽館績效之因素，然後透過專家深度訪談及內容分析，歸納影響展覽館績效的因素與主要活動。最後藉由影響因素與主要活動來推導三家展覽館的行銷關鍵成功因素，以作為改善展覽館行銷溝通模式之參考。由研究發現三家展覽館的行銷關鍵成功因素分別為：國立科學工藝博物館在於擁有「豐富的策展經驗以及完整的顧客關係管理技術」；高雄低碳綠能建築展覽館則是擁有「多元的行銷資源」；台灣醫療史料文物中心展覽館則是擁有「短期特展及成本管控能力」。

關鍵字

會議與展覽產業 ； 展覽館行銷 ； 關鍵成功因素

並列摘要

Many countries develop their local infrastructure by developing MICE (Meetings, Incentives, Conventions, and Exhibitions) while promoting the local economy and improve international image of country. This study utilizes three different exhibition types and themes as research cases, and then applies the construct for exhibition performance proposed through in-depth interview with four senior experts of exhibition curatorial to collect information concerning the key success factors for exhibition marketing in three exhibitions. We compile the process to induce the curatorial-related variables and curatorial support activities, and then summarize the key success factors of marketing for exhibitions as well as could improve marketing strategy. According to analysis results, the key success factors of marketing for National Science and Technology Museum is ”the plentiful and completed experiences for exhibition and techniques of CRM.” The Low-Carbon Green building exhibition in Art and Culture Centre in military camps has plentiful marketing resources. The key success factor of marketing for Historical Relics in Taiwan Medical Centers is ”short period exhibition with excellent ability of exhibition cost controlling.”

並列關鍵字

industry of meetings, incentives, conventions, and exhibitions ； exhibition marketing ； key success factor

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